A Dissertation Submitted to
Southeast University
For the Academic Degree of Bachelor of Management
BY
GE Shu-yan祝福歌词
不二家棒棒糖恐怖故事
Supervised by
WU Zhong
School of Economics & Management
Southeast University
June 2010
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好听的钢琴曲纯音乐近年来，随着我国国民经济的发展，物质文明日益丰富的人们对商品和服务的要求越来越高，市场营销越来越重视消费者的兴趣和感受，用户需求成为了市场经营活动的主导力量，经营者需要时刻关注消费者需求的变化，及时与消费者沟通，听取消费者的反馈信息，迅速采取措施，改善自己的产品或
服务，满足不断变化的消费者需求，建立起顾客与企业间的长期稳定的互动关系。经营观念的改变和信息技术的发展使得一种全新的营销手段——数据库营销应运而生。数据库营销可以帮助经营者在寻目标消费者、产品定位、降低营销成本以及开发营销新项目等方面获得巨大的市场优势。
南京邮政目前正处于一个非常困难的时期。一方面为保证人民用邮需求而构建的邮运基础网络每天都耗费着大量的人力、物力成本，另一方面随着通信网络技术的发展和新兴物流企业的崛起，邮政的几项传统支柱型业务正呈逐年下滑的趋势。而随着我国国有体制改革的深入，邮政“吃皇粮”的日子已经为数不多了。如何才能走出困境，摆脱邮政亏损经营的局面，数据库营销的出现使得邮政认识到了多年来积累的数以亿计的用户名址信息的价值，“以数据为翼，促商函腾飞”成为了邮政今后发展的经营战略。
在当今激烈的市场竞争中，企业间的竞争迫使企业急需寻到新的潜在顾客，因此需要一个更有效的与顾客亲密接触的渠道，这个渠道必须快捷、方便、价格低廉，而邮政商业信函正好具备了满足这些条件的优势；同时，企业需要与老客户经常沟通，强化其对企业的忠诚度，而人情味十足的商业信函便是一个理想的选择了。商业信函以其独有的经济性、实用性、可靠性、针对性和方便性越来越受到商家和消费者的青睐，现已成为世界公认的继电论文摘要（中文）视、广播、报纸、杂志之后的第五大广告媒体。
邮政企业根据商家需求进行逆向市场细分，通过对现有的名址信息数据库的分析检索，从商家的产品及消费走向出发，为商家度身定做适合的名址数据库，引导商家选择和使用邮政商业信函不进行产品促销活动，以数据库来带动商业信函的发展。由此，邮政企业、商家和消费者从中各取所需，邮政发展了商函业务，商家推广产品、维系客户，消费者获得了产品和服务信息，真正做到“三方共赢”。
关键词：南京邮政电子商务营销策略数据库营销
In recent years,with the development of national economy and mater civilization,the people deman d higher and higher on commodities and relat services.Customers’needs has become the leading power of market operatio which demands the operators to pay attention to changes of customers’needs a lay more emphasis on their interests and feelings constantly,and get in touch wthem and listen to their feedback information,so as to take necessary measure and to improve products and services,to meet the ever-changing demands customers and set up permanent and steady relationship with them.Conduct technical development of the change and information of the idea makes a kind all new marketing means-database marketing emerge with the tide of the times The database marketing can help executive to acquire huge market advantage looking for target consumer,the product fixed position,lowering the marketing cost and developing new item etc.拉歌词
nanjing post is now in a very difficult period.On the one hand,basic network of mail delivery for civil needs costs surprisingly huge of manpower and material resources every day.On the other hand,with the development of information network technology and emergence of logistics enterprises,some traditional businesses of key importance have lost their superiorities and fallen down year by year.With the deepening development in reform of state-owned system in nanjing post has little of its superiority left.How to reverse the trend of running post at aloss and take it out of the difficult situation?The emergence of data bank marketing gives it a chance,which gets post to realize the value of its tens of thousands of name and address information accumulated.Depend on information and develop business correspondence”would be the operational strategy of post in the future.
The severe competition of modern market among enterprises,urges them find potential customers,so a total new efficient way of speedy,convenient a cheap is needed,and postal business correspondence just has these superiorities Meanwhile,enterprise needs to keep in touch with old customers to consolidate their faith,which can be satisfied by hospitable business correspondenc Furthermore,business correspondence has got more and more favors from enterprises and consumers with its unique properties in economy,practice reliability,directionality and convenience,w
hich gains it a universally-acceptedtitle of“the fifth advertising medium”after TV,radio,newspapers and magazines.
Post enterprise may take reverse market analysis according to the need of customers.Start from the trend of products and consumption,through analysis and search to current name and address information,to make suitable database for producers.Lead them to choose and use postal business correspondence in market promotion activity and develop business correspondence with data bank Post enterprises,producers and consumers get everything they need separately post develops business correspondence,producers spread their products amaintain customers,and consumers enjoy products and services they need.So t goal of“three-party benefits”achieved.
Keywords: Nanjingpostal network．E-Business ．marketing Strategy ．Database Marketing