南昌邮政函件广告业务营销创新研究

发布时间：2018-04-27 06:28

本文选题：南昌邮政 + 函件广告业务　；参考：《南昌大学》2014年硕士论文

【摘要】：在邮政市场化改革中，利润率较高的金融与速递物流两大业务已独立剥离出邮政主体，导致邮政整体收入大幅受到影响，，邮政必须尽快找到极具增长潜力的业务来填补收入空缺，作为基础业务的函件广告业务首当其冲。但近几年，随着通信科技、电子商务以及互联网的普及，传统的函件广告业务面临着空前的挑战，因此，如何开拓新的业务增长空间是摆在每个邮政人面前的当务之急。发展函件广告业务是邮政把握市场机遇、业务结构转型、提升市场竞争力的需要。基于这种认识，本文试图通过科学的分析方法，将理论与应用研究相结合，以市场营销观念、市场营销组合策略等理论作为基础，通过对南昌邮政函件广告业务的经营现状、市场环境以及自身经营的各个方面进行详细的分析，明确邮政目前所面临的竞争环境和函件广告业务的市场定位，对当前业务开发主要问题进行分析，提出业务营销创新解决方案，针对不同的客户群体打造有竞争力的产品体系。针对函件广告业务的营销特点和邮政自身的管理体制，建立适合南昌邮政函件业务发展的营销体系架构，结合南昌市场特色，打造邮政媒体品牌，推广产品文化和提升服务能力，最终制定能够促进南昌邮政函件广告业务未来发展的市场营销战略。
[Abstract]:In the reform of postal marketization, the financial and express logistics businesses with high profit margins have been stripped out of the postal main body independently, which has greatly affected the overall postal revenue. The post office must find the most potential business to fill the revenue gap as soon as possible, as the basic business of the letter advertising business bear the brunt. But in recent years, with the popularity of communication technology, electronic commerce and Internet, the traditional mail advertising business is facing unprecedented challenges. Therefore, how to open up new business growth space is the urgent task for every postal person. It is necessary for post to grasp the market opportunity, transform the business structure and promote the market competitiveness. Based on this understanding, this paper attempts to combine the theory with the application research through the scientific analysis method, take the marketing idea, the marketing combination strategy and so on the theory as the foundation, through to Nanchang postal correspondence advertisement business management present situation, The market environment and all aspects of its own business are analyzed in detail, the competitive environment and the market position of the mail advertising business are defined, and the main problems in the current business development are analyzed. The innovative solution of business marketing is put forward to build competitive product system for different customer groups. Aiming at the marketing characteristics of the mail advertisement business and the management system of the post itself, the paper establishes a marketing system structure suitable for the development of Nanchang postal mail business, and combines the characteristics of Nanchang market to create the postal media brand. Promote product culture and enhance service ability, and finally formulate marketing strategy that can promote the future development of Nanchang postal mail advertising business.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F618;F274;F713.8

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