Research On The Current State And Tactics Of Development Of Direct Mail Magazine In China

DM magazine originated in the United States, at present has become the third-largest advertising media to compete with newspapers, television accounted for20%market share.On1998, our country appeared the first DM magazine, until now developed into thousands of homes, but profit is less than one hundred, and the whole DM magazine industry in the national advertising market share of less than1%. This paper attempts to analyze the current development of domestic and international DM magazine, study the background of this new advertising media, find out the problems of our country’s DM magazine, investigate the attitude of our advertisers and audiences on tnhe DM magazine, analysis DM magazine’s future develop opportunities in our country.I collect and site information abroad on an extensive literature search, to define the concept of DM, analysis the background of DM Magazine; describe the development of the DM magazine at home and abroad.I collect a large number of examples, data, policy provisions, to analyse the problems in the developing of DM magazines in china. Through questionnaire survey, an advertiser’s put on the psychological, the audience advertising exposure to psychological as well as analysis and study of both the attitude of the DM magazine.Through the analysis of the economic situation of our country and the media environment, analyze and predict the DM magazine’s development opportunities in China.Based on a large amount of operation good DM magazine for example analysis,I draw out their advantages and propose some suggestions for DM magazine’s future development in our country.Through the analysis and study found that, without Issues and non-advertising information not published in China DM magazine Mishap, a serious impediment to its development; most operators of quick success, blindly into the market, resulting in most of the DM magazine’s losses; China’s DM magazine has homogeneous competition, the issue is not fine accuracy; our advertisers and readers of DM magazine’s awareness and recognition of low; the future of DM in our country has the opportunity of development, also facing great challenge, overall market limited; DM magazine to do market research before they enter the market, Differential positioning of the magazine, in when issued to emphasize accuracy, but also pay attention to enhance the quality of journal and magazine brand publicity; in addition, the state for DM magazine attitude that should change, variable constraint for support, improve relevant policies, and to strengthen market management for DM magazine, DM journal development in China provides a good environment.