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2011年,山东省邮政公司不断加大产品研发力度,积极利用自身优势推行直邮服务产品化,取得了明显的成效。全局数据库商函业务共实现业务收入1.06亿元,较上年增长21.8%,增幅位居全国第三位。山东邮政数据库商函能够跨入“亿元俱乐部”的行列,与其近年来在业务发展思路上的转变密不可分。山东邮政明确提出,要将数据库商函业务作为函件专业实现长效发展的重要抓手,借鉴传媒业经营理念,坚持媒体化运作、社会化整合、产业化壮大的发展方向,进行业务发展模式的创新。在他们看来,当分众营销背景下的抽象化的直邮服务,具象为若干种实实在在的产品时,业务发展便有了一个全新的着力点。
In 2011, the postal company in Shandong Province continuously increased its product development efforts and actively used its own advantages to promote the productization of direct mail service, with remarkable results achieved. Global database business letter business achieved a total revenue of 106 million yuan, an increase of 21.8% over the previous year, ranking third in the country. Shandong Post Database business letter into the “billion clubs,” the ranks of its business development in recent years, the transformation of ideas are inextricably linked. Shandong Post made it clear that the database letter business as an important start to achieve long-term development of the professional hand, learn from the media business philosophy, adhere to the media operation, social integration, industrial growth and development direction, business development model Innovation. In their opinion, when the abstracted direct mail service in the context of Focus Marketing is embodied in a number of real products, business development has a new focus.