从全球范围看,销售渠道的发展趋势之一便是直接营销。同时,从促销组合的发展来看,直接营销亦日益成为重要的促销手段之一。直接营销近20年来在西方发达国家逐渐形成,并迅速发展的一种营销方式。由于日益增多的企业和机构将这种方式作为与消费者沟通的渠道并向消费者销售产品或 Globally, one of the trends in sales channels is direct marketing. At the same time, direct marketing has also become an increasingly important promotional tool in terms of the development of the marketing mix. Direct Marketing Nearly 20 years in the western developed countries gradually formed, and rapid development of a marketing approach. Because of the growing number of businesses and institutions using this approach as a channel of communication with consumers and selling products to consumers or