DM杂志生存现状与发展趋势的研究

发布时间：2018-04-17 05:33

本文选题：DM杂志 + 分众传播　；参考：《陕西师范大学》2012年硕士论文

【摘要】：在经济高速增长的现代社会,消费者的需求变得多样化、个性化,产品与市场被不断的细分,在这样的时代背景下,常见的大众传播广告模式已渐渐不能达到预期的广告效果,传播活动也由大众传播逐渐走向分众化传播。此间,大量的分众化媒体迅速崛起,DM(免费直投)杂志就是其中之一。 DM杂志继承了传统DM广告分众传播、免费投放、直达受众的优势,加上其广告针对性强、可测性高、反馈机制良好和价格低廉等特点,这种新广告模式立刻受到青睐并不断发展壮大,从而形成国内当前广告界极为流行的新兴纸质广告媒体。 1998年11月,我国第一本DM杂志《生活速递(Life Express)》于北京创刊,之后,在各大城市,DM杂志作为一种新兴广告载体逐渐流行开来。由于DM杂志有着广泛的市场需求以及读者基础,因此,它的成长之迅猛令人咂舌。然而,据相关调查显示,目前DM杂志市场表面一片欣欣向荣,其实真正自诞生就迅速实现盈利并至今仍维持良好运作的DM杂志少之又少,寥寥可数。由于政策限制、模式单一、以及从业人员的专业水平低等等各种原因,DM杂志的停刊倒闭的速度也是与日俱增。但是DM杂志前仆后继的景象更令人惊讶。这个新兴的行业既困难重重,又充满着希望,充分认识其困境,努力提高杂志的艺术性、可读性,加之合理的经营模式、政府的强力支持,才能使这棵幼苗茁壮成长。
[Abstract]:In a modern society with rapid economic growth, consumers' needs become diversified, individualized, and products and markets are constantly subdivided. Under such a background, the common mass media advertising model has gradually failed to achieve the desired advertising effect.The communication activities also gradually changed from mass communication to mass communication.Here, the rapid rise of a large number of focus media (free direct delivery) magazine is one of them.DM magazine inherits the advantages of traditional DM advertising focus dissemination, free delivery, direct audience, and its advertising has strong pertinence, high testability, good feedback mechanism and low price, etc.This new advertising model is immediately favored and continues to develop, thus forming the new paper advertising media, which is very popular in the advertising field in China.In November 1998, the first DM magazine, Life Express, was founded in Beijing. After that, DM magazine became popular as a new advertising carrier in major cities.Because DM magazine has broad market demand and reader base, its rapid growth is astounding.However, according to relevant surveys, the current DM magazine market is booming on the surface, in fact, the number of DM magazines that have made a rapid profit since their birth and have maintained a good operation are few and far between.Due to policy constraints, a single model, and the low professional level of employees, and so on, the speed of closure of DM magazine is increasing day by day.But the picture of DM magazine coming and going is even more surprising.This burgeoning industry is full of difficulties and hopes, fully recognises its plight, strives to improve its art, readability, and reasonable business model, and the strong support of the government can make the seedling grow.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G237

【参考文献】