Title page for etd-0621115-095758


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URN etd-0621115-095758
Author Su-jen Yu
Author's Email Address No Public.
Statistics This thesis had been viewed 5386 times. Download 296 times.
Department EMBA
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The research for promoting post future mail to drive mail business development-a case study of Chunghwa Post
Date of Defense 2015-06-05
Page Count 77
Keyword
  • Post Service
  • “Future Mail”
  • Time Capsules
  • Mail Markets
  • Postal Delivery Service
  • Abstract The advancement of science and technology and the consequent environmental issues related to the concept of “Caring Earth,”impel the entire nation to take a step toward becoming a “paperless”world. In addition, the fully used network and digital telecommunication are generally taking over the post office delivery business. Accordingly, a new business mode must urgently be developed via innovative thinking to slow down the mail recession rate.The "Future Mail," as an emotional sustenance, is being driven to become a part of the atypical mail structure. This particular objective has been a key issue in the postal service development because the “Future Mail”could adapt to the changes of the environment, alter the original delivery functional requirements, inject emotional demands into time and space, and transfer elements to increase the chances of delivery.
    This study explores the challenges currently encountered by the Chinese postal mail in the era of science and technology and competitive environment by adopting Operation Data, SWOT analysis, and the Porter five forces analysis.The results of the analyses revealed that the mail correspondence recession is a trend. The main objectives of this study are as follows:
    1. Status of data illustrate the development prospects of the decline letter should adjust their direction.
    2. From the postal service business model change the business model to find out the future direction of development through the mail.
    3. Using STP, 4P, 4C and value network marketing strategy to find the message of the future marketing strategy recommendations.
    “Future Mail” can be developed through theapplication of the warehousing concept in the logistics industry, by triggering market demands via creative thinking, and by locking the target market with the STP marketing strategy. Based on consumer demands analysis, this research addresses and set up the files for the problems encountered by customers to identify the niche. Based on the niche, the 4 P’s and 4 C’s analyses can assist the “Future Mail” value net match in determining the marketing proposal that can improve the delivery volume and promote the mail delivery business.
    Advisory Committee
  • Shyh Jer, Chen - chair
  • T.C. Lin - co-chair
  • Chi-Cheng Wu - advisor
  • Hao-Chieh Lin - advisor
  • Files
  • etd-0621115-095758.pdf
  • Indicate in-campus at 3 year and off-campus access at 3 year.
    Date of Submission 2015-07-21

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