商函是一种媒介,和其他媒介一样,具有“双重市场”属性——一个市场是受众市场,另一个市场是客户市场。直邮和其他大众媒介相比,最大的不同在于,媒介物质不是广播电视、报刊、户外广告牌等,而是人。媒介终端是广大的工作在第一线的邮递员,流通渠道是分发岗位的各级工作人员。这种媒介渠道是固定的、极广众的,同时又是一对一的、极有效率的。——上海师范大学广告学系副教授李名亮 Business letters are a medium, and like other media, they have a “dual market” attribute - one market is the audience market and the other is the customer market. Direct mail and other mass media compared to the biggest difference is that the media is not radio and television media, newspapers, outdoor billboards, but people. Media terminal is the vast majority of postmen working in the front line, distribution channels are distributed staff positions at all levels. This kind of media channel is fixed, very broad, and at the same time one-on-one, highly effective. - Shanghai Normal University Department of Advertising Associate Professor Li Mingliang