In recent years, the industry has developed a strong interest in the production and operation of the emerging printing market, “billsâ€. It is very concerned about the business opportunities brought by the development of China's DM industry to the printing industry.
The rise of bills
With the development of China's economy, the initiative to provide billing services has become a sign of integrity management. With the gradual development of the social economy and the gradual regulation of business operations, consumers are increasingly demanding service quality, awareness of rights protection is increasing, and more and more bills can be received by per capita.
1. The necessity of actively providing bills
(1) Bills are in line with the needs of personalized service trends
The so-called personalized service, that is, the differentiated humanized service provided by the enterprise for the consumption psychology and preferences of different consumer objects. As a direct-to-consumer paper media, bills can provide personalized communication channels for corporate clients such as communications, banking, insurance, and public utilities.
(2) The bill is the need of the user to understand the consumption
With the continuous improvement of the legal system and the strengthening of public opinion supervision by the media, consumers' awareness of rights protection has gradually increased, and the habit of actively requesting invoices after consumption is taking shape. The bill will clearly inform the consumer of the monthly consumption in text form, which is a paper consumption certificate provided by the delay, which is equivalent to the consumer contract signed by the producer and the consumer, and plays a role in the integrity management and safeguarding the legitimate rights and interests of consumers. Key role.
(3) Bills are needed to cultivate and improve customer loyalty
Bills can remind consumers in a timely manner to improve the efficiency of business services; consumers can clearly understand their consumption through bills, and naturally they will have some sense of trust and intimacy to the companies that provide bills. This subtle influence has accumulated. The degree will increase the reputation and loyalty of the corporate brand and form a consumer preference.
(4) Billing is the need for consumer segmentation
The bill can help the enterprise to check the customer's address information and other information. The personalized service starts from collecting customer data. First, the collected data is researched qualitatively or quantitatively to determine the final segmentation target. And the characteristics of customer segmentation.
(5) Bills are the need for the development of social integrity system
The bill is a personal integrity file, and the billing information such as tax, social security, and bank is the necessary information for going through the formalities of going abroad. Starting from the beginning of the bill, establishing a complete credit file for the individual is the social responsibility of the taxation, social security and other units, and also the starting point for the development of the social integrity system.
2. Current application areas for billing in China
Telecommunications, mobile, China Unicom, China Netcom, power, banking, securities, water supply, power supply, gas, tax and social utilities charges and other departments aresuance of telephone bills, electricity bills, water bills, credit cards, insurance, cable TV billing information statements and Various types of arrears notices, etc.
DM characteristics
"DM" has two meanings:
(1) Direct Mail: direct mail (including bills / business letters, leaflets, magazines, etc.);
(2) Direct Marketing: Direct marketing, a database-based marketing approach that emphasizes direct delivery of information and direct response, including direct mail, telephone, television, and network.
DM can be understood as a kind of communication media or a means of sales. Bills, flyers, and magazines are a tool. DM has been abroad for more than half a century, and the rapid development is the highest in Europe and the United States, accounting for 20% of the total US advertising. It is second only to newspapers and television, and has become the third major propaganda media. Information shows that in the 1990s, each American household received more than 500 DM products per year. In China, DM is still in its infancy, mainly focusing on billing letters and magazines. At present, the billing category is limited to the communications, banking, and administrative industries. There are only a handful of magazines, such as “Home of Well-off†and “Life Expressâ€.
DM is firstly a kind of marketing method based on database, using bills, business letters, magazines as a tool or communication media. It can tailor the products with advertising effects according to customer needs, and it is characterized by strong targeting and amplification. Practicality, economy, reliability and convenience are combined to help customers and consumers communicate one-to-one and get the most timely and accurate information feedback.
DM brings business opportunities to the printing industry
DM's operating tools are composed of envelopes, consumer bills, advertising letters, product catalogs, reply envelopes, coupons, magazines, etc., all of which are printed materials, especially personalized envelopes, envelopes, consumer bills, and production. The process of data processing printing and packaging, postal processing services, which are the processes and technologies that commercial paper printers can master.
According to research by the Universal Postal Union, from 1985 to 1995, DM grew at a faster rate than TV commercials in various advertising media. By 2008, the global DM market had doubled to $144 billion, and DM accounted for the world. 17% of the advertising market share. Of course, as a marketing tool or media, its survival is inseparable from the support of policies and regulations, the support of capital, the innovation of ideas and excellent DM talents.
At present, the industry's recognition of database quality, communication value, advertising value and communication methods is the prerequisite for the development of DM industry in China.
The best product in the printing industry, Blue Ocean Strategy
China needs DM, and China already has a market for DM development. This is a new service industry that has just emerged. The success of the business will be based on the creative process (personal design, service-oriented, economic operation, service integrity, etc.), the management of the target customer relationship, the overall solution and the customer. Service attitude for respect.
This is a new business development opportunity for printing practitioners. From the age of paper media to the era of electronic media, printers will have the best blue ocean strategy from paper-based printing to paper-based digital processing.
The above content is selected from Keyin Media. Digital Printing, No. 6, 2009, more journal content, please pay attention to the journal channel
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