本文選題：DM雜志 + 分眾傳播��； 參考：《陜西師范大學(xué)》2012年碩士論文

【摘要】：在經(jīng)濟(jì)高速增長的現(xiàn)代社會,消費(fèi)者的需求變得多樣化、個性化,產(chǎn)品與市場被不斷的細(xì)分,在這樣的時代背景下,常見的大眾傳播廣告模式已漸漸不能達(dá)到預(yù)期的廣告效果,傳播活動也由大眾傳播逐漸走向分眾化傳播。此間,大量的分眾化媒體迅速崛起,DM(免費(fèi)直投)雜志就是其中之一。 DM雜志繼承了傳統(tǒng)DM廣告分眾傳播、免費(fèi)投放、直達(dá)受眾的優(yōu)勢,加上其廣告針對性強(qiáng)、可測性高、反饋機(jī)制良好和價格低廉等特點(diǎn),這種新廣告模式立刻受到青睞并不斷發(fā)展壯大,從而形成國內(nèi)當(dāng)前廣告界極為流行的新興紙質(zhì)廣告媒體。 1998年11月,我國第一本DM雜志《生活速遞(Life Express)》于北京創(chuàng)刊,之后,在各大城市,DM雜志作為一種新興廣告載體逐漸流行開來。由于DM雜志有著廣泛的市場需求以及讀者基礎(chǔ),因此,它的成長之迅猛令人咂舌。然而,據(jù)相關(guān)調(diào)查顯示,目前DM雜志市場表面一片欣欣向榮,其實(shí)真正自誕生就迅速實(shí)現(xiàn)盈利并至今仍維持良好運(yùn)作的DM雜志少之又少,寥寥可數(shù)。由于政策限制、模式單一、以及從業(yè)人員的專業(yè)水平低等等各種原因,DM雜志的停刊倒閉的速度也是與日俱增。但是DM雜志前仆后繼的景象更令人驚訝。這個新興的行業(yè)既困難重重,又充滿著希望,充分認(rèn)識其困境,努力提高雜志的藝術(shù)性、可讀性,加之合理的經(jīng)營模式、政府的強(qiáng)力支持,才能使這棵幼苗茁壯成長。
[Abstract]:In a modern society with rapid economic growth, consumers' needs become diversified, individualized, and products and markets are constantly subdivided. Under such a background, the common mass media advertising model has gradually failed to achieve the desired advertising effect.The communication activities also gradually changed from mass communication to mass communication.Here, the rapid rise of a large number of focus media (free direct delivery) magazine is one of them.DM magazine inherits the advantages of traditional DM advertising focus dissemination, free delivery, direct audience, and its advertising has strong pertinence, high testability, good feedback mechanism and low price, etc.This new advertising model is immediately favored and continues to develop, thus forming the new paper advertising media, which is very popular in the advertising field in China.In November 1998, the first DM magazine, Life Express, was founded in Beijing. After that, DM magazine became popular as a new advertising carrier in major cities.Because DM magazine has broad market demand and reader base, its rapid growth is astounding.However, according to relevant surveys, the current DM magazine market is booming on the surface, in fact, the number of DM magazines that have made a rapid profit since their birth and have maintained a good operation are few and far between.Due to policy constraints, a single model, and the low professional level of employees, and so on, the speed of closure of DM magazine is increasing day by day.But the picture of DM magazine coming and going is even more surprising.This burgeoning industry is full of difficulties and hopes, fully recognises its plight, strives to improve its art, readability, and reasonable business model, and the strong support of the government can make the seedling grow.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G237

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

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本文編號：1762317