Planning scheme for speeding up the development of letter business in county bureaus of the whole province

Planning scheme for speeding up the development of letter business in county bureaus of the whole province

In order to effectively speed up the development of the county bureau letter business in 2006, the following planning scheme is formulated.

First, the development goal of county bureau letter business in 2006

In 2006, we will strive to increase the mail business income of county bureaus in the province by 10%, further increase the proportion of mail business income of county bureaus in the mail income, further increase the proportion of mail income in the total income of county bureaus, and increase the proportion of mail income of county bureaus in the province from the current 36% to 38%.

Divide the county bureaus in the whole province into five groups and set different development goals for different county bureaus. In 2006, the mail income of 8 bureaus in Group A increased by 8%, 9 bureaus in Group B increased by 10%, 2 1 bureau in Group C increased by 12%, the mail income in Group D reached more than 600,000 yuan, and the county bureau in Group E was not less than 500,000 yuan. See the annex for the grouping of county bureau letter business volume and the minimum reference index.

Second, the main measures for the development of county bureau letter business in 2006

In order to achieve the above goals, all county bureaus in the province should further raise their awareness, strengthen the construction of the marketing system of information specialty, implement the institutions, personnel and venues, and constantly improve the operating mechanism.

(1) unify thinking, raise awareness, and accurately grasp the positioning of trust and business. At present, the reform and development of China Post is in a critical period. The postal service structure of county bureaus in our province is unreasonable, the proportion of postal service is low, and the business scale is not large. With the adjustment of postal savings policy, accelerating the development of postal business has become the need of postal survival and development. Postal service with letters as the core is the most basic service of postal service. We should attach great importance to the core position of postal service in the postal service system from the strategic height of postal future development. At the national conference on postal management held at the beginning of the year, it was further clarified that mail business is the most important core business of China Post.

(2) Establish and improve the letter marketing system. The county bureau should set up a professional organization for business letter management. It is necessary to equip competent personnel to engage in communication work, and to equip personnel commensurate with the scale of communication to carry out project marketing. Generally, there are not less than 5 commercial letter advertising companies in county bureaus, with not less than 3 full-time marketers, not less than 8 bureaus with letter income exceeding 6,543.8+0 million, and not less than 4 full-time marketers. According to the needs of business development, set up multiple project groups, such as bills, business letters, postage envelopes, postal advertisements, etc. Set up Shangxin Company, with full-time marketing personnel as the main part, supplemented by sales personnel of branches and outlets, to form a marketing system. County Bureau Shangxin advertising company should have a production site to ensure business development.

The development of county bureau's letter business can draw lessons from A, B and C modes.

Features of Mode A: Effectively integrate professional companies, existing outlets, social agents and other resources. Seven people in Shangxin Company are responsible for business development in different regions, implementing the regional responsibility system for marketing, and mobilizing the enthusiasm of branches and social marketers.

B mode features: set up a professional marketing project team to support the development of Shangxin, and Shangxin Company set up four project departments: Shangxin Department, Postal Advertising Department, Outdoor Media Department and Design and Production Department.

Characteristics of Mode C: Due to the small population, the county bureau will set up different professional companies to set up the marketing department. The marketing department has a marketing team of 15 people, in which business letters, postal advertisements and postal covers are developed by special personnel.

(3) Actively innovate the management mechanism and promote the coordinated development of cities and counties. County bureaus whose mail income exceeds 654.38+00,000 can operate in a simulated legal person mode, and other county bureaus can operate in a contracted mode. In terms of assessment methods, the bureau issued key indicators such as business income, income structure, balance of payments, cost accounting scope, and gave Shangxin advertising company certain distribution rights and operational autonomy, enabling the company to recruit personnel according to the needs of business development, as well as expenses within a certain amount of authority.

The Municipal Bureau should strengthen the management of the county bureau, and the business listed bureau business letter company should strengthen the help and guidance to the county bureau, strengthen the support and service in market analysis, scheme planning, business letter production and other aspects, and improve the market development ability of the county bureau.

Three, the specific work of the county bureau in 2006.

(a) continue to carry out the "data-oriented, business letters take off" marketing activities.

In the database marketing of county bureau, we should focus on the business letter market of small and medium-sized enterprises (collective, private and township) for publicity and product sales. Strengthen the development of agricultural science and technology enterprises and planting and breeding enterprises (specialized households), and provide timely and correct name and address information for the end users and markets of products. Through the marketing activity of "data is the wing, business letters take off", we will strive to develop 5-8 long-term big customers in each county bureau.

In 2006, the county bureau should focus on database marketing and actively operate three projects under the unified deployment of the provincial bureau to promote the development of mail business.

1, actively carry out centralized marketing activities for enrollment letters. With the intensification of social competition, various "rechargeable" vocational training and qualification training have developed rapidly, and the proportion of privatization and commercialization of education has been increasing. The admission notice has become an important channel for many schools to carry out enrollment work. The marketing plan was issued by the Provincial Correspondence Bureau, and the province launched the marketing activities of enrollment letter from March to September, focusing on vocational training and qualification training in secondary schools, vocational high schools, martial arts schools, technical schools, private and secondary universities. It is necessary to collect the name and address information of fresh graduates as soon as possible, target customers, carry out targeted publicity activities, and plan and implement the marketing plan in this region. Strive to pass this special marketing campaign, the enrollment business of county bureaus in groups A and B will reach 30,000, that of groups C and D will reach 20,000, and that of group E will reach 6.5438+00,000.

2. Carry out various knowledge contests extensively. Promote the experience of * * Bureau in carrying out knowledge contest letter-making activities with postal envelopes as the carrier, seize the market opportunity of special anniversaries, cooperate with the organizers of anniversaries, and innovate the forms of prize-winning contests and prize-winning answers. Extensively carry out prize-winning competitions on fire protection, safety, consumer rights protection, environmental protection, law and other knowledge, and effectively promote the development of postage postcards, postage envelopes, postal advertisements and other businesses through knowledge competitions. At the same time, through the effective arrangement of the answer sheet, the local personalized name and address database is enriched. Strive for each county bureau to carry out at least one knowledge contest. Group A and B will make 50,000 postage covers for answer sheets, 30,000 for group C and D, and 6,543,800+for group E. ..

3. Seriously organize the second children's letter activity. According to the requirements of Zhongqing Lianfa [2005] No.75 document, the second children's letter activity will be carried out in the whole province in the first half of 2006. The theme of the activity is "Mom and Dad, I want to tell you". All bureaus should actively cooperate with local youth league committees, education committees or schools, and strive for 50,000 special postage envelopes for group A and B development activities, 40,000 for group C and D, and 30,000 for group E. The provincial bureau will organize experts to review the received works and select a certain number of outstanding works to participate in the national selection.

(two) to further increase the development of billing business.

Strengthen the development of bill business, and strive to emerge a number of county (city) bureaus in 2006 with monthly bill delivery exceeding 1 10,000 and annual bill delivery exceeding 654.38+10,000.

1, establish the awareness of the overall situation of the whole network, and carefully organize the delivery work. Delivery embodies the core value of postal bill delivery business, which is directly related to the development prospect of bill business. Ensuring delivery quality is the basic requirement for developing bill business. All county bureaus in the province should firmly establish the awareness of the overall situation of the whole network, carefully organize the delivery work, strictly control the quality of delivery, and the inspection department should strengthen inspection, standardize management, strictly abide by the delivery regulations formulated by the provincial bureau, and complete the delivery work on time and with good quality.

2. Seize the opportunity and actively develop the billing business of local departments such as traffic control notice, medical insurance, social security and housing provident fund. These billing services have been successfully developed in some parts of the province. It is necessary to seize the market opportunity and actively contact with local government departments or relevant units, as an effective measure for the government to establish an image, safeguard the fundamental interests of the people, supervise relevant departments and enterprises, and improve services, and actively expand the invoicing market such as medical insurance, social security, housing provident fund, and tax payment vouchers. On the basis of cost accounting, actively develop bill-carrying advertising business, reduce the cost of bill production, and realize value-added business at the same time.

(three) the healthy development of ordinary postal film sealing business.

1, constantly consolidate and improve the coverage of postal envelopes, so that postage envelopes can resist low-value stamps, purify the communication market and improve the quality of mail income. It is necessary to adopt the mode of joint printing and decentralized use by all units to realize the healthy and sustainable development of postage envelopes. To focus on developing all kinds of campus markets, we can sign an agreement with the school to make school postal envelopes at the expense of the post office and sell them to students in the supermarket or shop of the school, thus bypassing the old way that customers invest first and then make them, and we can continue printing and become a long-term business.

2. Encourage business letter delivery units to use postal envelopes to deliver business letters, make postal envelopes a high-end product of business letters, and promote the large-scale and long-term development of postal envelopes.

3, focus on the development of scenic spot ticket postage postcard business, one is to track the scenic spots that have used postage postcards as tickets, listen to the use of opinions, improve services, and ensure the stable use of scenic spots. Second, county bureaus with scenic spots should lock at least one scenic spot and strive for successful development during the year. The third is to promote the electronic ticket system in larger scenic spots, especially in "4A" scenic spots.

4. We should dig deep into the resources with local characteristics and actively develop the postcard business with local characteristics. It is necessary to develop a series of postcards of local scenery in scenic spots, postcards of historical figures and events in areas rich in historical and cultural resources, postcards of famous enterprises and famous economic figures in economically active areas, and make postcards become business cards for local foreign political, economic and cultural exchanges.

(4) Further expand the scale of greeting card business.

The focus of greeting card business in 2006 is to adjust the business structure, strive to increase the proportion of greeting card type and credit card type, pay equal attention to quantity and quality, and increase the income scale. It is necessary to implement the new year bonus postcards and cards sold in the window as a comprehensive project to meet the personalized requirements of different levels.

In 2006, the province's New Year greeting card business revenue target was 50 million yuan, an increase of more than 30% over the previous year. In 2006, there will be county bureaus with annual card business income exceeding one million yuan, five county bureaus with income exceeding 800,000 yuan, and one county bureau with income exceeding 500,000 yuan 10, all exceeding10.5 million yuan.

The development of New Year's (prize-winning) postcard business should be combined with large-window bulk sales and door-to-door sales, especially for units that have been exposed to the development of enterprise New Year cards. Some units prefer to use new year's greeting (prize-winning) postcards because of production restrictions.

(five) the steady development of postal advertising business.

Postal advertising business income accounts for one-third of the province's business letter income and is an indispensable part of business letter business. It is easier to cut into the postal advertising market and has a broad development prospect in the county bureau. Its advantage lies in scale. The key is to publish it regularly and quantitatively, so that postal advertisements can become a stable advertising publishing platform. The key point is to set up a special project team to be responsible for long-term development, scale and brand formation. Constantly innovate single page, notebook, newsprint and other forms to meet the individual needs of different customers. It is necessary to focus on developing industry customers closely related to the daily life of ordinary people, such as food, clothing, housing and transportation. It is necessary to cooperate with local governments, release agricultural information, enter the rural market, and serve agriculture, countryside and farmers. Network operation and remote publishing highlight the advantages of postal advertisements; Use innovative delivery methods to improve the arrival rate of advertisements. Constantly improve market competitiveness and develop healthily in the direction of scale, efficiency and brand.