【作者】 李裕；

【导师】 雷亮；

【作者基本信息】 兰州大学 ， 工商管理， 2012， 硕士

【摘要】 本文从甘肃邮政信函产品的发展现状入手,分析了随着网络和移动通信等现代通信技术的发展,尤其是21世纪以来技术手段的更新换代速度加快,信息传递的渠道与速度也越来越快,信函产品面临着巨大的市场考验和挑战。但是在现代通信行业的激烈竞争下,邮政信函产品依然存在发展潜力,尤其是在一些其他行业无法代替的领域,邮政信函产品拥有无可比拟的优势,需要进一步挖掘潜力、发挥优势,加快发展。目前,美国的信函市场尤其是商业信函市场发展十分成熟,形成了完整的研发、推广、评价的市场链条,从而拥有一套比较完善的信函市场理论体系,作为全世界首屈一指的信函市场,其理论必然具有学习和借鉴意义；同时,日本等国的信函市场发展也具有鲜明特色,其对个人市场的开发在世界邮政行业也是独具翘楚,尤其是个人贺卡,人均使用量已经达到中国的近20倍,产业的繁荣也带动了相关研究理论的深入,这些理论对中国的信函产业无疑具有示范效应。作为对于信函这一特殊产品的市场规划分析,营销市场环境分析、营销策划、营销战略规划、市场需求及购买行为分析、市场细分以及产品、价格等现代营销理论的支撑必不可少。在国内,基于发展现状和社会背景的不同,信函专业的发展与世界其他国家有着本质的区别。在业务的各个节点,都有着截然不同的特点和特性,在研究信函产品之前,理清现状也是必须要做的工作。本文首先分析当前国内以及省内信函产品发展所处的阶段及特点,其次对国际上信函产品的发展理论和实践经验进行归纳和总结,得出一般性结论以及基于当地现状的特殊性结论,再次对国内目前信函产品发展的一些创新举措和取得的效果进行综合,分析成功和失败的经验以及结合的营销理论,最后结合MBA课程学到的理论知识和借鉴其他行业发展的一般规律,为甘肃信函产品发展制定发展的一般性策略和措施。更多还原

【Abstract】 Start from the development status of Gansu postal correspondence analysis along with the development of the modern communication network and mobile communications technology, especially the upgrading of the technical means in the21st century speed, the channels of information transmission speed faster and faster The, correspondence Products facing huge market tests and challenges. But in the fierce competition of the modern communications industry, postal correspondence product still exists the potential for development, especially in the field can not be replaced by some other industries, postal correspondence product has incomparable advantages need to further explore the potential advantage to accelerate development. Letter market, especially the market development of business letter is very mature and complete research and development, promotion and evaluation of the market chain, which has a relatively complete theoretical system of the letter market letter as the world’s premier market, the theory inevitable learning and reference; letter market development in Japan and other countries also have distinctive characteristics, a leader in the development of the individual market is also unique in the world postal sector, especially personal greeting cards, per capita use has reached nearly20times, the prosperity of the industry also led to the theory of in-depth research, these theories letter industry in China is undoubtedly a demonstration effect. In the country, based on different development status and social background, letter professional development with other countries in the world are essentially different. Each node in the business, all have very different characteristics and features in the research letter before the product is, sort out the work is to be done by the status quo. This article first analyzes the development stages and characteristics which the products of domestic as well as the province of letters and summarized, followed by the letters products in the international development of theoretical and practical experience, to draw general conclusions based on the particularity of the local status quo conclusion again letter products in the development of a number of innovative initiatives and results achieved comprehensive analysis of the successes and failures of the experience, and the combination of marketing theory, and finally learned theoretical knowledge combined MBA programs and learn from the development of other sectors of the general rules of Gansu letter product development to develop a general development strategy and measures.更多还原