本文選題：DM雜志 + 現(xiàn)狀��； 參考：《東北師范大學》2012年碩士論文

【摘要】：DM雜志起源于美國，目前在美國已成為可以與報紙、電視抗衡的第三大廣告媒體，其廣告市場份額占到20%。1998年，我國出現(xiàn)第一本DM雜志，到目前發(fā)展到幾千家，但盈利的不到一百家，整個DM雜志行業(yè)在全國廣告市場上占到的份額還不足1%。本文試圖對DM雜志這一新型廣告媒體的特點和產生背景進行分析，對國內外DM雜志的發(fā)展現(xiàn)狀進行研究，，對我國廣告客戶和受眾對DM雜志的態(tài)度進行調查，找出我國DM雜志存在的問題，研究我國DM雜志今后的發(fā)展策略，并分析我國DM雜志未來的發(fā)展環(huán)境。 筆者通過整理大量文獻和搜尋國外網站資料，對DM雜志的概念進行界定，對DM雜志的特點和產生背景進行分析；通過收集大量的實例、數(shù)據、政策條文，對DM雜志在國內外發(fā)展的狀況進行描述，對我國DM雜志在發(fā)展中出現(xiàn)的問題進行分析；通過問卷調查，對我國廣告客戶的廣告投放心理、受眾的廣告接觸心理以及二者對DM雜志的態(tài)度進行研究；通過對大量運營良好的DM雜志進行實例分析，提煉出它們的優(yōu)點，對今后我國DM雜志的發(fā)展策略提出多方面的建議；通過分析我國的經濟形勢和媒體環(huán)境，對DM雜志在我國的發(fā)展環(huán)境進行分析。 通過分析和研究發(fā)現(xiàn)：無刊號和不能刊登非廣告信息是我國DM雜志的兩大硬傷，嚴重阻礙了其發(fā)展；我國大多數(shù)DM雜志的經營者急功近利，盲目入市，造成大部分DM雜志的虧損；我國的廣告主和讀者對DM雜志的知曉度和認可度低；我國的DM雜志存在同質化競爭、發(fā)行不精準、質量差等嚴重問題；DM雜志在入市前要做好市場調研，對市場進行細分，對雜志進行差異化定位，在發(fā)行時要強調精準性，還要注重雜志內容的可讀性和廣告的實用性，還可以通過與傳統(tǒng)媒體建立關聯(lián)來提升雜志的權威性；國家對于DM雜志的態(tài)度應該改變，變約束為支持，改善相關政策，并加強對DM雜志市場的管理，為DM雜志在我國發(fā)展提供一個良好的環(huán)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.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G239.22

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本文編號：2069506