本文選題：DM廣告 + 消費(fèi)社會(huì)��； 參考：《哈爾濱師范大學(xué)》2010年碩士論文

【摘要】： 隨著商品經(jīng)濟(jì)的不斷發(fā)展,社會(huì)物質(zhì)日益豐盛,消費(fèi)逐漸成為人們生活的重要內(nèi)容。率先進(jìn)入消費(fèi)社會(huì)的西方國(guó)家,挾裹著消費(fèi)主義理念,一步步將消費(fèi)文化向全球滲透,于是消費(fèi)文化漸已成為一種社會(huì)主流文化。近年來(lái)DM廣告發(fā)展迅速,使越來(lái)越多的DM廣告進(jìn)入消費(fèi)者的視線之中。如今DM廣告已成為人們表述當(dāng)下廣告時(shí)使用頻率極高的詞語(yǔ),并在消費(fèi)社會(huì)背景下飛躍發(fā)展。 論文首先以消費(fèi)社會(huì)為著眼點(diǎn)進(jìn)行分析,指出消費(fèi)社會(huì)的形態(tài)、特征、理論支持及消費(fèi)社會(huì)在中國(guó)產(chǎn)生的現(xiàn)狀等。其次從DM廣告在國(guó)內(nèi)外的含義、發(fā)展現(xiàn)狀和優(yōu)、缺點(diǎn)進(jìn)行分析,對(duì)比了國(guó)內(nèi)外DM廣告的發(fā)展?fàn)顩r。再次,從DM廣告在國(guó)內(nèi)發(fā)展興盛的現(xiàn)實(shí)背景分析出消費(fèi)社會(huì)背景下中國(guó)DM廣告面臨的機(jī)遇與挑戰(zhàn)。如社會(huì)消費(fèi)環(huán)境的變化為其提供了生存的土壤和空氣；社會(huì)消費(fèi)群體心理的變化為其提供了發(fā)展的機(jī)遇；而科技的進(jìn)步則為其提供了更為寬闊的技術(shù)物質(zhì)平臺(tái)。同時(shí),DM廣告也面臨著一些不可回避的困難,比如社會(huì)認(rèn)可程度低,數(shù)據(jù)庫(kù)建設(shè)不完善,缺乏有效的內(nèi)容支持,市場(chǎng)管理規(guī)范缺失等。所以DM廣告要想獲得持續(xù)發(fā)展,需要從各方面進(jìn)行努力,首先要從中國(guó)傳統(tǒng)文化下的消費(fèi)心理出發(fā),來(lái)發(fā)展中國(guó)DM廣告設(shè)計(jì)；其次進(jìn)行DM廣告形式上的整合,開(kāi)發(fā)直郵媒體,加強(qiáng)數(shù)據(jù)庫(kù)建設(shè),使用新媒體技術(shù)等；同時(shí)加強(qiáng)DM廣告行業(yè)的監(jiān)督管理體制。為DM廣告在中國(guó)這一消費(fèi)社會(huì)下的發(fā)展提供一個(gè)穩(wěn)定的社會(huì)環(huán)境。 以上是對(duì)消費(fèi)社會(huì)背景下中國(guó)DM廣告的初步探討,以期為后續(xù)的更為深入的研究做出總體方向的參考。
[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.
【學(xué)位授予單位】：哈爾濱師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F713.8

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本文編號(hào)：1979142