长春邮政直邮媒体发展现状调查报告

发布时间：2018-05-21 19:55

本文选题：直邮媒体 + 直复营销　；参考：《东北师范大学》2013年硕士论文

【摘要】：直邮媒体（Direct Mail Media）即邮政直复营销，又称邮送。直邮媒体具有费用低，邮送时间短，邮送对象、数量、次数和版式灵活，投递效果可监控等优势。直邮媒体被喻为现代广告业的轻骑兵。在我国，直邮媒体拥有巨大的发展潜力，如何在当前经济环境中利用这一潜力发展直邮媒体，是本文要解决的核心问题。由于不同地域存在不同的经济结构和经济特点，那么如何在特定经济环境下分析直邮媒体的生存状况并解决其面临的问题，就成为了为直邮媒体规划发展蓝图的首要问题。为了解决这一问题，本文采用了文献分析和对比分析相结合，访谈调查和问卷调查相结合的研究方法进行研究。本文共分为五个部分，第一部分主要论述了本文的研究意义以及对直邮媒体和直复营销方式进行了简要的介绍。第二部分采用问卷调查和访谈相结合的方法对长春市直邮媒体的现状进行了数据的搜集和整理，包括：直邮媒体发展的宏观环境，公众对直邮媒体的认知度，合作厂商对直邮媒体的评价，直邮媒体的绩效和直邮媒体与其他传媒媒体竞争的现状。第三部分在上述研究基础上，利用数据和访谈记录对长春市的直邮媒体的现状进行分析，，并指出直邮媒体在发展中存在的问题。第四部分针对存在的问题给予了相应的解决建议，并对直邮媒体的发展方向提出了建设性意见。最后是本文的结论部分。
[Abstract]:Direct mail media Direct Mail Media) is the post direct marketing, also known as mail delivery. Direct mail media has the advantages of low cost, short delivery time, delivery object, quantity, frequency and layout, and the delivery effect can be monitored and so on. Direct mail media is regarded as the light cavalry of the modern advertising industry. In China, direct mail media has great development potential, how to use this potential in the current economic environment to develop direct mail media, is the core problem to be solved in this paper. Because different regions have different economic structure and economic characteristics, how to analyze the survival of direct mail media and solve the problems they face in a specific economic environment has become the most important issue in the development blueprint of direct mail media. In order to solve this problem, this paper adopts a combination of literature analysis and comparative analysis, interviews and questionnaires. This paper is divided into five parts. The first part mainly discusses the significance of this research and a brief introduction to direct mail media and direct reply marketing. The second part uses the method of questionnaire and interview to collect and organize the data of the direct mail media in Changchun, including: the macro environment of the direct mail media development, the public's awareness of the direct mail media. The evaluation of direct mail media, the performance of direct mail media and the current situation of direct mail media competition with other media. Based on the above research, the third part analyzes the current situation of direct mail media in Changchun by using data and interview records, and points out the problems existing in the development of direct mail media. The fourth part gives some suggestions to solve the problems, and gives some constructive suggestions on the development of direct mail media. The last part is the conclusion of this paper.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F616

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