本文選題：唐山市郵政 + 數(shù)據(jù)庫營銷��； 參考：《燕山大學(xué)》2013年碩士論文

【摘要】：進(jìn)入二十一世紀(jì)以來，我國郵政業(yè)實(shí)現(xiàn)了快速發(fā)展，郵政業(yè)務(wù)總量增幅巨大、業(yè)務(wù)類型日益豐富與完善，并在硬件設(shè)施建設(shè)、郵政網(wǎng)絡(luò)建設(shè)以及信息化建設(shè)等方面取得了重大突破，為我國經(jīng)濟(jì)發(fā)展和人們的工作與生活提供了重要幫助。然而，隨著郵政業(yè)的不斷發(fā)展和客戶個(gè)性化、多元化需求的提高，以往較為單一的營銷方式已不能滿足郵政企業(yè)自身發(fā)展的需要。同時(shí)，傳統(tǒng)營銷模式顯現(xiàn)出的市場細(xì)分不清晰、目標(biāo)客戶群體不夠明確以及廣告宣傳費(fèi)用較高等弊端，使得數(shù)據(jù)庫營銷成為當(dāng)今郵政業(yè)發(fā)展的必然選擇。唐山市郵政借助整個(gè)行業(yè)快速發(fā)展的契機(jī)，不斷進(jìn)行自我調(diào)整和完善，積極地推進(jìn)郵政數(shù)據(jù)庫營銷建設(shè)，并在郵政商函類業(yè)務(wù)中取得了重大進(jìn)步，但就整體發(fā)展水平而言，由于唐山市郵政開展數(shù)據(jù)庫營銷時(shí)間較短，，仍然存在許多問題，需要在以后的過程中逐步解決與完善。 本文首先闡述了數(shù)據(jù)庫營銷的基本理論和概念，包括數(shù)據(jù)庫營銷的基本過程和重要作用，對數(shù)據(jù)庫營銷實(shí)施產(chǎn)生影響的非技術(shù)因素以及郵政開展數(shù)據(jù)庫營銷具有的三大優(yōu)勢。其次，結(jié)合唐山郵政近幾年的發(fā)展數(shù)據(jù)，深入地分析了唐山市郵政數(shù)據(jù)庫營銷的發(fā)展現(xiàn)狀。第三，介紹了唐山市郵政數(shù)據(jù)庫營銷的五項(xiàng)策略，即產(chǎn)品策略、服務(wù)策略、定價(jià)策略、渠道策略和促銷策略；同時(shí)具體分析了唐山市郵政目前在數(shù)據(jù)庫營銷過程中存在的主要問題。最后，基于唐山市郵政數(shù)據(jù)庫營銷的現(xiàn)狀與問題，闡述了唐山市郵政數(shù)據(jù)庫營銷的五項(xiàng)提升策略。分別涵蓋了人才培養(yǎng)、數(shù)據(jù)庫建設(shè)的投入、大客戶的開發(fā)與管理、企業(yè)內(nèi)部管理和數(shù)據(jù)庫營銷的推廣等內(nèi)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.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F616

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本文編號(hào)：2037421