發(fā)布時(shí)間：2018-05-21 19:55

  本文選題：直郵媒體 + 直復(fù)營(yíng)銷(xiāo)　； 參考：《東北師范大學(xué)》2013年碩士論文

【摘要】：直郵媒體（Direct Mail Media）即郵政直復(fù)營(yíng)銷(xiāo)，又稱(chēng)郵送。直郵媒體具有費(fèi)用低，郵送時(shí)間短，郵送對(duì)象、數(shù)量、次數(shù)和版式靈活，投遞效果可監(jiān)控等優(yōu)勢(shì)。直郵媒體被喻為現(xiàn)代廣告業(yè)的輕騎兵。在我國(guó)，直郵媒體擁有巨大的發(fā)展?jié)摿�，如何在�?dāng)前經(jīng)濟(jì)環(huán)境中利用這一潛力發(fā)展直郵媒體，是本文要解決的核心問(wèn)題。 由于不同地域存在不同的經(jīng)濟(jì)結(jié)構(gòu)和經(jīng)濟(jì)特點(diǎn)，那么如何在特定經(jīng)濟(jì)環(huán)境下分析直郵媒體的生存狀況并解決其面臨的問(wèn)題，就成為了為直郵媒體規(guī)劃發(fā)展藍(lán)圖的首要問(wèn)題。 為了解決這一問(wèn)題，本文采用了文獻(xiàn)分析和對(duì)比分析相結(jié)合，訪談?wù){(diào)查和問(wèn)卷調(diào)查相結(jié)合的研究方法進(jìn)行研究。本文共分為五個(gè)部分，第一部分主要論述了本文的研究意義以及對(duì)直郵媒體和直復(fù)營(yíng)銷(xiāo)方式進(jìn)行了簡(jiǎn)要的介紹。第二部分采用問(wèn)卷調(diào)查和訪談相結(jié)合的方法對(duì)長(zhǎng)春市直郵媒體的現(xiàn)狀進(jìn)行了數(shù)據(jù)的搜集和整理，包括：直郵媒體發(fā)展的宏觀環(huán)境，公眾對(duì)直郵媒體的認(rèn)知度，合作廠商對(duì)直郵媒體的評(píng)價(jià)，直郵媒體的績(jī)效和直郵媒體與其他傳媒媒體競(jìng)爭(zhēng)的現(xiàn)狀。第三部分在上述研究基礎(chǔ)上，利用數(shù)據(jù)和訪談?dòng)涗泴?duì)長(zhǎng)春市的直郵媒體的現(xiàn)狀進(jìn)行分析，，并指出直郵媒體在發(fā)展中存在的問(wèn)題。第四部分針對(duì)存在的問(wèn)題給予了相應(yīng)的解決建議，并對(duì)直郵媒體的發(fā)展方向提出了建設(shè)性意見(jiàn)。最后是本文的結(jié)論部分。
[Abstract]:Direct mail media Direct Mail Media) is the post direct marketing, also known as mail delivery. Direct mail media has the advantages of low cost, short delivery time, delivery object, quantity, frequency and layout, and the delivery effect can be monitored and so on. Direct mail media is regarded as the light cavalry of the modern advertising industry. In China, direct mail media has great development potential, how to use this potential in the current economic environment to develop direct mail media, is the core problem to be solved in this paper. Because different regions have different economic structure and economic characteristics, how to analyze the survival of direct mail media and solve the problems they face in a specific economic environment has become the most important issue in the development blueprint of direct mail media. In order to solve this problem, this paper adopts a combination of literature analysis and comparative analysis, interviews and questionnaires. This paper is divided into five parts. The first part mainly discusses the significance of this research and a brief introduction to direct mail media and direct reply marketing. The second part uses the method of questionnaire and interview to collect and organize the data of the direct mail media in Changchun, including: the macro environment of the direct mail media development, the public's awareness of the direct mail media. The evaluation of direct mail media, the performance of direct mail media and the current situation of direct mail media competition with other media. Based on the above research, the third part analyzes the current situation of direct mail media in Changchun by using data and interview records, and points out the problems existing in the development of direct mail media. The fourth part gives some suggestions to solve the problems, and gives some constructive suggestions on the development of direct mail media. The last part is the conclusion of this paper.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F616

【參考文獻(xiàn)】

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2 趙友才;;關(guān)于郵政直復(fù)營(yíng)銷(xiāo)中心發(fā)展的探討[J];郵政研究;2007年04期

本文編號(hào)：1920545