Research of expansion strategy of Postal Direct Mail in Anhui Province, China
Sun, Zhengxi (2012)
Sun, Zhengxi
Savonia-ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012061312617
https://urn.fi/URN:NBN:fi:amk-2012061312617
Tiivistelmä
DM is “direct mail “, which is generally translated from English, abbreviated as DM. It means the multiform advertisements with the given information that are delivered to the target groups (potential customer, individuals and enterprises) directly by mailing service.
DM is ranked a third media abroad following TV network and newspaper. It accounts for 15 - 20 % market share of the advertising market. However, in China, DM only accounts for less than 3 % market share at present, therefore, DM has quite large space to develop. There are opportunities, and also some problems to be solved.
The definition of research problem is research for expansion strategy of Postal Direct Mail in Anhui Province, China.
In chapter 1, there are some introductions about DM. In chapter 2, the thesis introduces the general concept and characteristics of DM, analyzes the status quo of DM in China and abroad. Chapter 3 is to analyze the problem of Chinese DM through brand image, media promotion, product quality, price and service. In chapter 4, an analysis of marketing environment is done, it consists of macro environment analysis, and advertising formats analysis, postal internal business environment analysis and SWOT analysis. In chapter 5, the thesis focuses on the expansion strategies of DM media market, and presents the strategies about brand, target marketing, product and service. In chapter 6, the thesis puts forward some suggestions about the development of DM in AnHui province post. Chapter 7 is conclusions.
The qualitative analysis was used in the thesis as main research approach, the quantita-tive is accessorial method.
DM is ranked a third media abroad following TV network and newspaper. It accounts for 15 - 20 % market share of the advertising market. However, in China, DM only accounts for less than 3 % market share at present, therefore, DM has quite large space to develop. There are opportunities, and also some problems to be solved.
The definition of research problem is research for expansion strategy of Postal Direct Mail in Anhui Province, China.
In chapter 1, there are some introductions about DM. In chapter 2, the thesis introduces the general concept and characteristics of DM, analyzes the status quo of DM in China and abroad. Chapter 3 is to analyze the problem of Chinese DM through brand image, media promotion, product quality, price and service. In chapter 4, an analysis of marketing environment is done, it consists of macro environment analysis, and advertising formats analysis, postal internal business environment analysis and SWOT analysis. In chapter 5, the thesis focuses on the expansion strategies of DM media market, and presents the strategies about brand, target marketing, product and service. In chapter 6, the thesis puts forward some suggestions about the development of DM in AnHui province post. Chapter 7 is conclusions.
The qualitative analysis was used in the thesis as main research approach, the quantita-tive is accessorial method.