党的十九大报告指出：只有文化的繁荣复兴，才有高度的文化自信，才能最终 实现中华民族的伟大复兴。只有坚持不懈走中国特色社会主义文化发展道路，提高 全国各族人民的文化创造力，才能建设具有中国特色的社会主义文化强国。以邮票 为主要媒介载体的集邮，是一种极具特色的文化活动，它反映出在历史进程中人类 所创造出的物质文明和精神文明成效。但随着经济的快速发展、时代的快速变迁， 曾经作为邮资凭证的邮票正在逐渐散失其最基础的功能，正作为一种新型的收藏投 资产品和宣传礼品受到人们的亲睐。近年来，集邮市场行情处于低谷期，影响了客 户对集邮产品的购买需求。本文经对 A 市邮政集邮业务从产品销售到服务水平，从 产品设计开发到文化营销推广的深入研究，通过对 A 市邮政内部营销资源的再分配 再整合，着重提升集邮产品营销能力和市场占有率，加快 A 市邮政集邮业务收入比 例。 本文深入研究 A 市邮政的集邮业务具体类型，包含：根据客户需求为客户提供 预定邮品及相关零售业务、下一年度的新邮预订服务、为企业个性化开发年册项目、 零散客户的集中个性化邮票设计等服务。本文认真分析和探究国、内外书籍文献和 部分理论的基础上，分析 A 市邮政集邮产品类型、顾客价值等现状。对 A 市邮政集 邮产品顾客价值和顾客满意度开展调查研究并进行数据分析，通过提升集邮产品顾 客满意度扩大集邮客户群体基数。根据集邮产品主题、价格、客户需求等主题，通 过市场细分策略以科学有效的手段和精准的措施，对 A 市邮政公司重新进行集邮市 场精准定位与新产品研发创新融合，规划研究出满足 A 市邮政公司发展目标和计划 的营销策略。最后依托集邮客户群体良好的口碑，以及 A 市邮政企业内部营销队伍 的塑造，运用互联网思维，充分发挥邮政金融、快递包裹等业务客户基数较大的优 势，联合其他文化产业打造 A 市邮政集邮产品独特的文化性和收藏性，构建全新的 集邮产品生态链。 关键词：邮政公司；集邮产品；市场营销A 市邮政集邮产品营销策略研究 1 ABSTRACT The report of the 19th National Congress of the Communist Party of China pointed out: without a high degree of cultural self-confidence and cultural prosperity, there would be no great rejuvenation of the Chinese nation. We must adhere to the path of socialist cultural development with Chinese characteristics, stimulate the cultural innovation and creativity of the entire nation, and build a socialist cultural power. As a cultural carrier, philately uses stamps as the main carrier to reflect the ideology of material civilization achievements created in the course of human history. However, with the development of the times, stamps gradually lost their function as a postage certificate, which is more reflected in the collection of investment and promotional gifts. In recent years, the philatelic market has been in a low period, which has affected customers' demand for philately products. This article studies the postal philatelic business of City A from product sales, philatelic marketing services, philately product design, and philatelic cultural marketing. By integrating marketing resources, improving the marketing level, it is expected to promote the healthy and rapid development of postal philately business in CityA. This article fully investigates the types of postal philately services in City A, including commemorative and special stamp booking and retail, new stamp booking, corporate customized image yearbook, customized philatelic product development, personalized stamps, and other services. On the basis of sorting out domestic and foreign literature and related marketing knowledge, it expounds the types of postal philatelic products in City A and the dimensions of the customer value of existing philatelic products. The survey research and data analysis on the customer value and customer satisfaction of postal philatelic products in City A were carried out. The base of philatelic customers can be expanded by improving the customer satisfaction of philatelic products. The target market can be in-depth segmented through the STP strategy. While further clarifying the target market, a scientific, effective, and precise market positioning for the theme, price, and customer needs of postal philatelic products in City A was carried out and be effectively combined with the development of new products. The marketing strategies in line with its own development characteristics were developed, which will increase the market share of philatelic products. Finally, by combining word-of-mouthABSTRACT 2 marketing with network marketing and relationship marketing, and do a good job in philately by using Internet thinking, relying on external good reputation and situation, as well as internal team building, postal savings and parcels and other business customers. It’s expected that the income of city A's postal philatelic business can be improved by cross-industry integration of other industries, and linking culture and collections to a win-win situation, launching cultural marketing and forming a new platform ecosystem. Keywords: postal company; philatelic products; marketingA 市邮政集邮产品营销策略研究 1 目 录 第一章 绪论.................................................................................................... 1 第一节 研究背景与意义............................................................................................1 一、研究背景........................................................................................................1 二、研究意义........................................................................................................1 第二节 国内外研究现状............................................................................................2 一、国外研究现状................................................................................................2 二、国内研究现状................................................................................................3 第三节 研究思路和框架..............................................................................................3 一、研究思路........................................................................................................3 二、研究框架........................................................................................................5 第四节 研究方法........................................................................................................6 一、文献研究法....................................................................................................6 二、问卷调查法....................................................................................................6 第二章 理论基础............................................................................................7 第一节 顾客价值与顾客满意度................................................................................7 一、顾客价值........................................................................................................7 二、顾客满意度..................................................................................................12 第二节 STP 战略与新产品开发...............................................................................13 一、STP 战略.......................................................................................................13 二、新产品开发..................................................................................................14 第三节 口碑营销......................................................................................................21 一、口碑营销概念..............................................................................................21 二、顾客口碑与集邮行为..................................................................................21 第三章 A 市邮政集邮业务现状与问题.......................................................23 第一节 A 市邮政集邮业务简介.................................................................................23 一、A 市邮政公司简介.......................................................................................23 二、A 市邮政集邮业务.......................................................................................23 第二节 A 市邮政集邮业务营销现状.......................................................................24目录 2 第三节 顾客价