本文選題：南昌郵政 + 函件廣告業(yè)務(wù)�。� 參考：《南昌大學(xué)》2014年碩士論文

【摘要】：在郵政市場化改革中，利潤率較高的金融與速遞物流兩大業(yè)務(wù)已獨立剝離出郵政主體，導(dǎo)致郵政整體收入大幅受到影響，，郵政必須盡快找到極具增長潛力的業(yè)務(wù)來填補(bǔ)收入空缺，作為基礎(chǔ)業(yè)務(wù)的函件廣告業(yè)務(wù)首當(dāng)其沖。但近幾年，隨著通信科技、電子商務(wù)以及互聯(lián)網(wǎng)的普及，傳統(tǒng)的函件廣告業(yè)務(wù)面臨著空前的挑戰(zhàn)，因此，如何開拓新的業(yè)務(wù)增長空間是擺在每個郵政人面前的當(dāng)務(wù)之急。 發(fā)展函件廣告業(yè)務(wù)是郵政把握市場機(jī)遇、業(yè)務(wù)結(jié)構(gòu)轉(zhuǎn)型、提升市場競爭力的需要�；谶@種認(rèn)識，本文試圖通過科學(xué)的分析方法，將理論與應(yīng)用研究相結(jié)合，以市場營銷觀念、市場營銷組合策略等理論作為基礎(chǔ)，通過對南昌郵政函件廣告業(yè)務(wù)的經(jīng)營現(xiàn)狀、市場環(huán)境以及自身經(jīng)營的各個方面進(jìn)行詳細(xì)的分析，明確郵政目前所面臨的競爭環(huán)境和函件廣告業(yè)務(wù)的市場定位，對當(dāng)前業(yè)務(wù)開發(fā)主要問題進(jìn)行分析，提出業(yè)務(wù)營銷創(chuàng)新解決方案，針對不同的客戶群體打造有競爭力的產(chǎn)品體系。針對函件廣告業(yè)務(wù)的營銷特點和郵政自身的管理體制，建立適合南昌郵政函件業(yè)務(wù)發(fā)展的營銷體系架構(gòu)，結(jié)合南昌市場特色，打造郵政媒體品牌，推廣產(chǎn)品文化和提升服務(wù)能力，最終制定能夠促進(jìn)南昌郵政函件廣告業(yè)務(wù)未來發(fā)展的市場營銷戰(zhàn)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.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F618;F274;F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 陳秋靜;;客戶資源對涼山州郵政局的重要性探析[J];重慶科技學(xué)院學(xué)報(社會科學(xué)版);2012年18期

2 郭宗杰;;郵政普遍服務(wù)法律問題研究[J];暨南學(xué)報(哲學(xué)社會科學(xué)版);2012年10期

3 謝婧;葛中全;;影響郵政函件業(yè)務(wù)發(fā)展的關(guān)鍵因素分析——以成都市為例[J];價值工程;2013年12期

4 朱震;郵政函件業(yè)務(wù)發(fā)展策略[J];郵政研究;2001年01期

5 黃衛(wèi)東;高斌;;郵政函件業(yè)務(wù)可持續(xù)發(fā)展的市場戰(zhàn)略研究[J];郵政研究;2005年06期

6 閆世平;郵政營銷的誤區(qū)和走出困境的思考[J];中國郵政;2003年01期

7 張梅麗;走出郵政營銷的誤區(qū)[J];中國郵政;2004年02期

8 劉彬;;郵政函件業(yè)務(wù)發(fā)展的“四化”策略[J];中國郵政;2009年03期

9 周鳳海;陸培敏;;論函件周期的范式改變[J];郵政研究;2012年06期

10 張元民;;開發(fā)校園里的后高考經(jīng)濟(jì)[J];中國郵政;2012年11期

本文編號：1809586