中文摘要
近年来，紧随着移动互联网大数据时代向传统行业进军的，是“互联网＋”
的商业模式逐步渗透。也由此，传统产业逐步转变观念、转型升级。在这样的大
环境下，身为传统行业的集邮业务也不得不随大势所趋，并在国家政策的积极倡
导下，初步探索与电子商务模式的结合，进而转型摸索”互联网+”模式，以此来
应对客户群体转变、新技术冲击下带来的挑战。
如何通过制定行之有效的战略措施和实施策略，并利用互联网的优势和特点
打破现有之困局，是集邮业务创新发展、创新经营的必经之路，也是集邮业务不
得不应对探索的转变之道。
因此，本文运用文献法整理中国邮政业务发展历程，并对相关概念做出基本
的界定和阐述，并基于PEST分析模型对当前集邮业务发展阶段做出分析，并厘清
“互联网+”对集邮商业模式、产品研发和营销模式的影响，以及其面临的宏观环
境、SWOT分析法下的具体任何环境和波特五力模型下的优势分析，在前述基础上
做出具体的业务战略制定，运用相关战略管理理念，制定战略目标和发展路径，
做出相关的战略选择。制定了相关的业务战略后，针对战略布局和实施步骤也做
出了一系列阐述。在集邮业务实施途径方面，通过“互联网+”与电商、营销、数
据相结合的战略途径实施，充分利用“互联网+”的优势实现转型升级。此外为了
保障战略实施有效进行，并从五个方面提出了相关策略，即完善邮票发行机制、
建立创意孵化机制、建立跨界合作机制、搭建四个服务平台和完善集邮管理制度。
紧抓集邮文化创业产业的中心举措，通过有效开展差异化、聚焦战略来形成
产品、服务、营销和品牌体系。以互联网线上消费趋势为重点突破口，围绕集邮
业务转型线上消费业务，结合新兴科技拓宽优化集邮业务的发展服务领域，由此
解决过去集邮产业面临的因产品形式单一、宣传度不够、创新能力欠缺导致的客
户断层和消费市场小的问题。笔者由此提出相关转型发展战略，帮助传统行业集
邮产业转变发展积极抢占文化消费市场份额，最终实现“六个提升”，为集邮行
业的长效可持续发展贡献一点个人力量。
关键词：集邮业务；互联网+；战略分析；战略制定

ABSTRACT
In recent years, closely with the era of mobile Internet big data into
the traditional industry, the "Internet +" business model has gradually
penetrated.Therefore, the traditional industries gradually change their ideas,
transformation and upgrading.In such an environment, the stamp collecting
business as a traditional industry has to follow the trend of The Times, and
under the active advocacy of national policies, initially explore the
combination of e-commerce mode, and then transform the "Internet +"
mode, so as to cope with the challenges brought by the transformation of
customer groups and the impact of new technologies.
How to break the existing dilemma by formulating effective strategic
measures and implementation strategies, and using the advantages and
characteristics of the Internet is the only way for the innovative
development and management of philatelic business, and also the way that
philatelic business has to deal with the transformation to explore.
Therefore, this paper uses the literature method to organize the
development process of China post business, and basic definition and
elaboration, and based on PEST analysis model to the current philatelic
business development stage, and clarify the influence of "Internet +" on
philatelic business model, product development and marketing model, and
the macro environment, SWOT analysis under any environment and wave

five force model, make the specific business strategy, using relevant
strategic management concept, formulate strategic goals and development
path, make relevant strategic choice.After formulating the relevant business
strategy, a series of explanations were also made for the strategic layout
and implementation steps.In terms of the implementation of philatelic
business, the strategic approach combines "Internet +" with e-commerce,
marketing and data, and make full use of the advantages of "Internet +" to
achieve transformation and upgrading.In addition, in order to ensure the
effective implementation of the strategy, the relevant strategies are put
forward from five aspects, namely, improve the stamp issuance mechanism,
establish the creative incubation mechanism, establish the cross-border
cooperation mechanism, build four service platforms and improve the
stamp collecting management system.
Grasp the central measures of stamp collecting culture
entrepreneurship industry, and form a product, service, marketing and
brand system by effectively carrying out differentiation and focusing on
strategy.Focusing on Internet online consumption trend as the breakthrough
point, around the philatelic business transformation online consumption
business, combined with emerging technology to optimize the development
of philatelic business services, thus solve the past stamp collecting industry
for the single product form, insufficient publicity, lack of innovation ability
。。。以下略