China Direct Mail Media Present Situation and Development Countermeasure Research
|Keywords||Dircct Mail Media Databasc Marketing Direet mail industrychain|
Direct mail is a entire process in which company, public institution, government or non-profit organization try to realize apprizing information, publicize image, uphold emotion and company marketing. They must select out their target, design and manufacture the post, then send them to their target by post. Direct Mail Media is a channel for bearing the weight of information and spreading the information. It is a part of medium, belong to focus media. Compared with mass media, the field of Direct Mail Media’s message disseminating and their target Audiences are selective. Direct Mail Media is in the ascendant of propagating well and truly, price of the privilege, flexible circumstance, concentrative substance, prominence achievement, and so on. Direct Mail Media has won customers and audiences love and recognition.Direct Mail Media in our country experienced a long development process. End of last century, it went to the modern and mature. The social, political, economic, cultural, scientific and technological changes in the environment as well as advanced communication, marketing theory and the introduction of continuous improvement. In recent decades, especially in coastal cities, Direct Mail Media has been rapid development. But in general, The development of Direct Mail Media is still very scattered and very weak. In this paper, Direct Mail Media began to take shape in China, but should not form scale, there is still a big gap with foreign countries, our Direct Mail Media, the impact of the economic development level and uneven development in various cities, various regions have different Direct Mail Media development model, China’s direct mail-related enterprises have yet to develop a satisfactory system of co-operation system and the models and the development of Direct Mail Media is gradually shifted from extensive fine is described in detail the five aspects of Direct Mail Media of the development status and proposed exist in their development process of several major problems and deficiencies. Resulted in the lack of operational experience in direct mail industry chain is not perfect, correlation does not actively cooperate with and participate in the main, the level of market segmentation can not meet the needs of different audiences, direct mail, market disorder, results monitoring and evaluation system is not perfect, control is difficult and other issues; the lack of effective content support; did not get the government and society in general attention and recognition; database construction imperfections and the emergence of a range of social problems. Together in the development process but also face many difficulties and obstacles, in order to truly mature and improve, Direct Mail Media have a long way to go. This is also the United States, Europe, Japan and the moderately developed countries the development of Direct Mail Media were studied for the development of Direct Mail Media make reference and inspiration.The author believes that the Chinese media direct mail, in order to achieve sustained development must go through various efforts, such as: improving the direct mail industry chain and promote cross-media business, strengthen the concept of database marketing, market segments and audiences, improve the mailing name and address, to expand communication range, improve the pricing system, focusing on academic research, popular knowledge and direct mail, direct mail, media, philosophy, content-oriented professionalism, reliability and innovation, and enhance interaction, relying on industry self-regulation and protection of the laws and regulations create for our Direct Mail Media a good development environment.I believe that with China’s rapid economic growth, new technology development and related aspects of the cooperation and efforts of our Direct Mail Media will be able to get great development, and continue to professional and mature in the community to play its important role.