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商业信函,又称邮发广告,是一种新颖而独特的广告形式。目前,商业信函在国外尤其是发达国家的使用率很高,已成为继电视、广播、报刊、户外广告之外的第五大广告媒体,其营业收入接近五媒体总额的20%。可见,商业信函独具魅力,不可等闲视之。一、商业信函在我国的发展态势根据使用行为的不同,商业信函可分为两种:一种是企业联系业务的对等使用行为,一种是企业或团体单位给消费者提供咨询和信息服务的非对等使用行为。在实践中,为了提高使用效率,一些企业常常把这两种不同形式巧妙地结合起来,以组成全面周到系统的服务网络。
Business correspondence, also known as postal advertising, is a novel and unique form of advertising. At present, business letters have a high utilization rate in foreign countries, especially developed countries, and have become the fifth largest advertising media in addition to television, radio, newspapers, and outdoor advertising. Their operating income is close to 50% of the total media. It can be seen that business letters are unique and cannot be taken lightly. 1. Development Trends of Business Letters in China According to different usage behaviors, business letters can be divided into two types: one is the reciprocal use behavior of business contact businesses, and the other is that enterprises or group units provide consultation and information services to consumers. Non-reciprocal use behavior. In practice, in order to increase the efficiency of use, some companies often subtly combine these two different forms to form a comprehensive and thoughtful system service network.