中国DM杂志现状及发展策略研究

发布时间：2018-06-26 06:28

本文选题：DM杂志 + 现状　；参考：《东北师范大学》2012年硕士论文

【摘要】：DM杂志起源于美国，目前在美国已成为可以与报纸、电视抗衡的第三大广告媒体，其广告市场份额占到20%。1998年，我国出现第一本DM杂志，到目前发展到几千家，但盈利的不到一百家，整个DM杂志行业在全国广告市场上占到的份额还不足1%。本文试图对DM杂志这一新型广告媒体的特点和产生背景进行分析，对国内外DM杂志的发展现状进行研究，，对我国广告客户和受众对DM杂志的态度进行调查，找出我国DM杂志存在的问题，研究我国DM杂志今后的发展策略，并分析我国DM杂志未来的发展环境。笔者通过整理大量文献和搜寻国外网站资料，对DM杂志的概念进行界定，对DM杂志的特点和产生背景进行分析；通过收集大量的实例、数据、政策条文，对DM杂志在国内外发展的状况进行描述，对我国DM杂志在发展中出现的问题进行分析；通过问卷调查，对我国广告客户的广告投放心理、受众的广告接触心理以及二者对DM杂志的态度进行研究；通过对大量运营良好的DM杂志进行实例分析，提炼出它们的优点，对今后我国DM杂志的发展策略提出多方面的建议；通过分析我国的经济形势和媒体环境，对DM杂志在我国的发展环境进行分析。通过分析和研究发现：无刊号和不能刊登非广告信息是我国DM杂志的两大硬伤，严重阻碍了其发展；我国大多数DM杂志的经营者急功近利，盲目入市，造成大部分DM杂志的亏损；我国的广告主和读者对DM杂志的知晓度和认可度低；我国的DM杂志存在同质化竞争、发行不精准、质量差等严重问题；DM杂志在入市前要做好市场调研，对市场进行细分，对杂志进行差异化定位，在发行时要强调精准性，还要注重杂志内容的可读性和广告的实用性，还可以通过与传统媒体建立关联来提升杂志的权威性；国家对于DM杂志的态度应该改变，变约束为支持，改善相关政策，并加强对DM杂志市场的管理，为DM杂志在我国发展提供一个良好的环境。
[Abstract]:DM magazine originated in the United States. At present, it has become the third largest advertising media that can compete with newspapers and television in the United States. Its advertising market share occupied 20.1998, the first DM magazine appeared in China, and now it has developed to several thousand. But less than 100 are profitable, and the entire DM industry has less than a share of the national advertising market. This paper attempts to analyze the characteristics and background of DM magazine as a new type of advertising media, to study the development of DM magazine at home and abroad, and to investigate the attitudes of advertisers and audiences towards DM magazine in China. This paper finds out the problems existing in DM magazines in China, studies the development strategies of DM magazines in China, and analyzes the future development environment of DM magazines in China. The author defines the concept of DM magazine, analyzes the characteristics and background of DM magazine, collects a large number of examples, data, and policy provisions by sorting out a large number of documents and searching for foreign website materials. This paper describes the development of DM magazine at home and abroad, analyzes the problems in the development of DM magazine in China, and makes a questionnaire survey on the advertising psychology of advertising clients in China. The advertising contact psychology of the audience and their attitudes towards DM magazines are studied, through the analysis of a large number of DM magazines with good operation, their advantages are extracted, and suggestions on the development strategies of DM magazines in our country are put forward in the future. By analyzing the economic situation and media environment in China, the development environment of DM magazine in China is analyzed. Through analysis and research, it is found that: no serial number and no advertising information are the two harms of DM magazines in China, which seriously hinder their development, and most of the operators of DM magazines in our country are eager for quick success and quick profit, so they blindly enter the market. It causes the loss of most DM magazines; the awareness and recognition of DM magazines are low among advertisers and readers in China; the DM magazines in our country have some serious problems such as homogeneous competition, inaccurate distribution, poor quality and so on. Before entering the market, DM magazine should do a good job of market research, subdivide the market, differentiate the magazine, emphasize accuracy when it is released, and pay attention to the readability of the magazine's content and the practicability of the advertisement. It is also possible to enhance the authority of magazines by establishing links with traditional media; the state's attitude towards DM magazines should be changed, from constraints to support, to improve relevant policies, and to strengthen the management of the DM magazine market. To provide a good environment for the development of DM magazine in China.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.22

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