文档介绍：合肥工业大学
硕士学位论文
合肥邮政商函业务的市场运营问题分析与优化方案设计
姓名:忻然
申请学位级别:硕士
专业:工商管理
指导教师:左春荣
2011-05
合肥邮政商函业务的市场运营问题分析与优化方案设计
摘要
中国邮政是国家大型社会公用型企业,担负着普遍服务的责任。信函是其
基础性和标志性的业务。然而,随着通信技术的迅猛发展和互联网的快速普及,
邮政信函业务的发展遇到了前所未有的挑战与困境。信函业务发展该如何应对
市场变化,找到良性市场运营模式,其优化改革已迫在眉睫。
本文从合肥邮政信函业务的市场环境和发展现状分析入手,深刻剖析了在
对业务发展模式认识、目标市场选择、营销策略、整个商函业务市场运营的各
个实施环节等方面制约信函业务发展的症结。在此基础上,鲜明提出了大力发
展合肥地区直邮产业链是合肥商函业务发展正确模式的想法,并对商业信函业
务的发展进行了重新的市场定位和营销策略的制定。为确保市场营销策略的成
功实施,本文就市场运营中的重点环节提出了一整套针对性的优化解决方案,
包括营销智能团队搭建、投递能力提升、营销体系完善、生产支撑平台优化、
信息化应用能力提升、加强服务质量管理等。为体现优化方案的实效与价值,
就优化效果进行了评估,并提出了优化、监测、再优化改进的动态优化机制。
本文对于合肥市邮政局如何进行邮政商业信函业务市场运营优化,不断扩
大信函的广告市场份额,保持稳健的快速发展势头等方面具有很强的借鉴和使
用价值。
关键词: 合肥邮政;商业信函;市场运营;优化
Analysis of the market operation problem and optimization
design in Hefei Postal direct mail business
ABSTRACT
China Post is the national large munity public enterprise, charged
with the responsibility of universal service , letters is signs of its basic nature of the
business. However, with the rapid development munications technology and
the rapid popularization of the , Postal mail business development has
encountered unprecedented challenges. how to respond to market changes and find
healthy market operations model,the optimal reform of Direct Mail is imminent.
The article is to start from the analysis of the market environment and
development status of Hefei Postal mail services, and has a profound analysis of
the problems restricting the development of Postal mail services , such as
knowledge in business development, target market positioning, marketing strategy,
the direct mail business market operations to implement the various aspects of
business development, etc. On this basis, The article put forward clearly that
Vigorously developing the direct mail industry chain in Hefei is the right
development model of Hefei Direct Mail business, direct mail business
development munications were re-market positioning and
marketing strategy