唐山市邮政局数据库营销研究

发布时间：2018-06-19 00:09

本文选题：唐山市邮政 + 数据库营销　；参考：《燕山大学》2013年硕士论文

【摘要】：进入二十一世纪以来，我国邮政业实现了快速发展，邮政业务总量增幅巨大、业务类型日益丰富与完善，并在硬件设施建设、邮政网络建设以及信息化建设等方面取得了重大突破，为我国经济发展和人们的工作与生活提供了重要帮助。然而，随着邮政业的不断发展和客户个性化、多元化需求的提高，以往较为单一的营销方式已不能满足邮政企业自身发展的需要。同时，传统营销模式显现出的市场细分不清晰、目标客户群体不够明确以及广告宣传费用较高等弊端，使得数据库营销成为当今邮政业发展的必然选择。唐山市邮政借助整个行业快速发展的契机，不断进行自我调整和完善，积极地推进邮政数据库营销建设，并在邮政商函类业务中取得了重大进步，但就整体发展水平而言，由于唐山市邮政开展数据库营销时间较短，，仍然存在许多问题，需要在以后的过程中逐步解决与完善。本文首先阐述了数据库营销的基本理论和概念，包括数据库营销的基本过程和重要作用，对数据库营销实施产生影响的非技术因素以及邮政开展数据库营销具有的三大优势。其次，结合唐山邮政近几年的发展数据，深入地分析了唐山市邮政数据库营销的发展现状。第三，介绍了唐山市邮政数据库营销的五项策略，即产品策略、服务策略、定价策略、渠道策略和促销策略；同时具体分析了唐山市邮政目前在数据库营销过程中存在的主要问题。最后，基于唐山市邮政数据库营销的现状与问题，阐述了唐山市邮政数据库营销的五项提升策略。分别涵盖了人才培养、数据库建设的投入、大客户的开发与管理、企业内部管理和数据库营销的推广等内容。
[Abstract]:Since the 21 century, the postal industry of our country has achieved rapid development, the total amount of postal service has increased greatly, the business types have become increasingly rich and perfect, and the construction of hardware facilities. Great breakthroughs have been made in the construction of postal network and the construction of information, which has provided important help for the economic development of our country and the work and life of people. However, with the continuous development of the post office industry and the individuation of customers and the improvement of diversified demand, the single marketing method in the past can not meet the needs of postal enterprises' own development. At the same time, the disadvantages of traditional marketing model, such as unclear market segmentation, unclear target customer groups and high advertising costs, make database marketing an inevitable choice for the development of the postal industry. Taking advantage of the opportunity of the rapid development of the whole industry, Tangshan Post has continuously adjusted and perfected itself, actively promoted the construction of postal database marketing, and made significant progress in postal business, but in terms of the overall development level, Due to the short time of database marketing in Tangshan Post, there are still many problems, which need to be solved and perfected gradually in the future. This paper first expounds the basic theory and concept of database marketing, including the basic process and important role of database marketing, the non-technical factors that affect the implementation of database marketing, and the three advantages of postal database marketing. Secondly, based on the development data of Tangshan Post in recent years, the paper analyzes the present situation of the development of Tangshan Post Database Marketing. Thirdly, it introduces five strategies of Tangshan postal database marketing, that is, product strategy, service strategy, pricing strategy, channel strategy and promotion strategy. At the same time, it analyzes the main problems existing in the database marketing process of Tangshan Post. Finally, based on the current situation and problems of postal database marketing in Tangshan City, this paper expounds five promotion strategies of postal database marketing in Tangshan City. It covers the training of talents, the input of database construction, the development and management of large clients, the internal management of enterprises and the promotion of database marketing.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F616

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