张家港市邮政商函业务的市场营销策略探究

The Marketing Strategy Study of Postal Direct Mail Business in Zhangjiagang

邮政商函是邮政业务的基础业务和主体业务,虽然中国在加入WTO之后,邮政商函得到了快速发展,但由于受到种种因素的影响,近年来,张家港市邮政商函业务出现了增长缓慢甚至负增长的现象.在此背景下,对张家港市邮政商函进行了SWOT分析,重新进行市场定位,并提出了相应的市场营销策略.

Postal Direct Mail is the basic and main service of the postal business, which has witnessed rapid development since China＇s entry into the WTO. However, in recent years, the development of the Postal Direct Mail business in Zhangjiagang has slowed down for various reasons and even negative growth has ocurred. In this context, the paper conducts SWOT analysis on the Postal Direct Mail in Zhangjiagang, sets new orientation for marketing and proposes marketing strategy.