The Research On The Development And Management Of Direct Mail Advertising In China

In recent years, As a advertising form, DM Advertising which was applied in foreign countries have lasting several years. But in these years, the advertising form have drawing more and more consumers' attention all at a sudden. It's found that it isn't that simple as we thought before after we knew more about it. DM is really an exotic advertising form, its birth, thriving, prosperity and development in domestic country rooted in the profound social culture and market economy background. The concept of DM has already broken through the traditional domain of DM in notion, DM advertising is enriching and innovating in content and form constantly, also, many kinds of new advertising have appeared, for instance, E-mail advertising, SMS advertising and Entity advertising are emerging as the new form of DM. The dissertation defines the DM advertising notion and analyzes its' classification after comprehensive discussing the overseas DM notion as well as the native's, based on the former research, we illustrate the properties of DM advertising thoroughly.As DM advertising is exotic advertising form, its development at domestic country doesn't exactly follow overseas track. The dissertation makes the prophecy of domestic DM advertising development through analyzing several main forms of overseas DM advertising's birth and development. With the rapidly development of DM advertising, the industry's difficulties emerge out gradually, For example, lack of law's restriction, poor industry discipline, incomplete in social supervising and the contradiction between poor DM advertising management and DM advertising market prosperity, all those problems should be settled in the next development stage. The dissertation begins with analyzing the problems of market, and puts forward the idea of scientifically constructing the DM advertising management system.DM advertising kept on developing since 1980s when it was brought into China, but it failed to turn into the generally public advertising media, neither came into being large scale. The dissertation expounds the rational development ways to DM through analyzing several concrete cases, I am looking forward to providing some strategy for domestic DM advertising industry.