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数据库商函是邮政传统函件业务实现转型发展的重要突破口之一。当前,由于受到全国区域性经济发展不均衡的影响,部分省份数据库商函的增速并不明显,业务发展上还存在一些深层次的问题有待解决。例如,区域内的直邮产业链尚未完全形成,社会对直邮的认知度较低;地方邮政函件市场开发的思路还未从单一的产品策划服务转变为数据库营销解决方案服务;直邮领军人才缺乏;直邮产品和相应的服务模式有待创新等。不可否认,直邮的这种发展趋势是
Database business letter is one of the important breakthroughs in the transformation and development of postal traditional mail business. At present, due to the unbalanced development of the national regional economy, the growth rate of some commercial databases in the provinces is not obvious. Some deep-seated problems in business development still need to be solved. For example, the direct mail industry chain within the region has not yet been fully formed, and the society has a low awareness of direct mail; the idea of local postal letter market development has not yet shifted from a single product planning service to a database marketing solution service; and the direct mail leader Lack of talent; direct mail products and the corresponding service model to be innovative. Admittedly, this trend of direct mail is