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近年来,由于受宏观政策和信息产品替代作用的双重影响,信函、贺卡、账单等传统函件业务发展遇到了瓶颈,实现其可持续发展是各级邮政企业亟待考虑的问题。笔者认为,传统函件“突围”要客观分析现有的品牌信誉、政策环境、网络资源、作业流程等因素,在分析有利和不利条件、竞争优势和劣势基础上,找准产品发展定位、挖掘潜在目标市场、驱动产品价值创新、统一项目品牌运作、整合平台数据资源和发挥企业文化内力,把产品做细、做精、做优,产生品牌效应,形成核心竞争力。
In recent years, due to the dual influence of macro-policies and information product substitution, the development of traditional mail services such as letters, greeting cards and bills has encountered bottlenecks. The realization of its sustainable development is a pressing issue for postal enterprises at all levels. The author believes that the traditional letter “Breakthrough ” should objectively analyze the existing brand reputation, policy environment, network resources, operating processes and other factors, based on the analysis of favorable and unfavorable conditions, competitive advantages and disadvantages, identify product development orientation, Tap the potential target market, drive product value innovation, unify project brand operation, integrate platform data resources and exert internal force of enterprise culture, and make products fine, fine, excellent, produce brand effect and form core competitiveness.