消费社会背景下中国DM广告发展研究

发布时间：2018-06-04 22:41

本文选题：DM广告 + 消费社会　；参考：《哈尔滨师范大学》2010年硕士论文

【摘要】： 随着商品经济的不断发展,社会物质日益丰盛,消费逐渐成为人们生活的重要内容。率先进入消费社会的西方国家,挟裹着消费主义理念,一步步将消费文化向全球渗透,于是消费文化渐已成为一种社会主流文化。近年来DM广告发展迅速,使越来越多的DM广告进入消费者的视线之中。如今DM广告已成为人们表述当下广告时使用频率极高的词语,并在消费社会背景下飞跃发展。论文首先以消费社会为着眼点进行分析,指出消费社会的形态、特征、理论支持及消费社会在中国产生的现状等。其次从DM广告在国内外的含义、发展现状和优、缺点进行分析,对比了国内外DM广告的发展状况。再次,从DM广告在国内发展兴盛的现实背景分析出消费社会背景下中国DM广告面临的机遇与挑战。如社会消费环境的变化为其提供了生存的土壤和空气；社会消费群体心理的变化为其提供了发展的机遇；而科技的进步则为其提供了更为宽阔的技术物质平台。同时,DM广告也面临着一些不可回避的困难,比如社会认可程度低,数据库建设不完善,缺乏有效的内容支持,市场管理规范缺失等。所以DM广告要想获得持续发展,需要从各方面进行努力,首先要从中国传统文化下的消费心理出发,来发展中国DM广告设计；其次进行DM广告形式上的整合,开发直邮媒体,加强数据库建设,使用新媒体技术等；同时加强DM广告行业的监督管理体制。为DM广告在中国这一消费社会下的发展提供一个稳定的社会环境。以上是对消费社会背景下中国DM广告的初步探讨,以期为后续的更为深入的研究做出总体方向的参考。
[Abstract]:With the development of commodity economy and the abundance of social material, consumption is becoming an important part of people's life. The western countries that first entered the consumer society, wrapped in the concept of consumerism, gradually infiltrated the consumption culture into the world, so consumer culture has gradually become a mainstream culture of society. With the rapid development of DM advertisement in recent years, more and more DM advertisements enter the consumers'sight. Nowadays, DM advertisement has become the most frequently used word when people express the current advertisement, and it has developed rapidly under the background of consumer society. Firstly, the paper analyzes the consumer society, and points out the form, characteristics, theoretical support and the status quo of the consumer society in China. Secondly, it analyzes the meaning, development status, advantages and disadvantages of DM advertisement at home and abroad, and compares the development of DM advertisement at home and abroad. Thirdly, this paper analyzes the opportunities and challenges of DM advertising in China under the background of consumption society. For example, the change of the social consumption environment provides it with the soil and air to survive; the change of the psychology of the social consumption group provides it with an opportunity for development; and the progress of science and technology provides it with a broader platform of technological material. At the same time, DM advertising also faces some unavoidable difficulties, such as low degree of social recognition, imperfect database construction, lack of effective content support, lack of market management norms and so on. Therefore, in order to achieve sustainable development of DM advertising, we need to make efforts from various aspects. First, we should start from the consumer psychology of Chinese traditional culture to develop the design of DM advertising in China; secondly, we should integrate DM advertisements in a formal way and develop direct mail media. Strengthen database construction, use new media technology, and strengthen the supervision and management system of DM advertising industry. To provide a stable social environment for DM advertising in China under the development of this consumer society. The above is a preliminary study of DM advertising in China in the context of consumer society, with a view to making a general reference for further research.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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