摘要：本课题主要研究内容是中国直邮广告的发展。通过与国外（以美国为主）成熟的直邮广告相比较，发现国内直邮广告发展过程中存在的不足之处，并分别从宏观和微观两个角度分析中国直邮广告发展中问题产生原因。同时关注社会企业和邮政业务的发展现状，发掘国内直邮广告业务的发展空间，并希望在数据库营销和客户关系管理方面得到新的启示。在这些研究的基础上，本课题针对直邮发展过程中产生的问题，总结了个人的若干思考，提出了中国邮政主导直邮产业发展的新模式，为整个直邮广告市场提供策略性指导。
关键词 直邮广告 市场制度 受众分众化 数据库 中国邮政
Abstract：The main research contents of this topic is the development of China's direct mail advertising. With foreign (in the United States by mainly) mature direct mail advertising compared to domestic direct mail advertising, to found the existence deficiency in the process of the development of direct mail advertising, and separately from the macro and micro perspective China direct mail advertising developing problem causes. Also pay attention to the social enterprise and postal business development present situation, excavate the domestic direct mail advertising business development space, and hope in the database marketing and customer relationship management gets new revelation. In these studies, this subject is the basis of the development process for direct mail, summarizes the problems caused by some thinking, personal forward China's postal leading direct mail industry development, the new model for the entire direct mail advertising market to provide strategic guidance.
Keywords：direct mail advertising、market system、audience points、database、China's postal
研究本课题的意义在于通过与国外成型的DM直邮广告业务比较，发现国内DM直邮广告业务发展的不足之处，探究当前限制其发展的制约因素；同时关注社会企业和邮政业务的发展现状，发掘国内DM直邮广告业务的发展空间，找出适合国内DM直邮广告业务发展的新模式，并在消数据库营销和客户关系管理方面得到新的启示，为整个DM直邮广告市场提供策略性指导。
