The Research Of China Direct Mail Magazine Industry Value China

Along with the development of the marketing trend of China media, Direct Mail Magazine as a purely commercial emerging media has been an unprecedented rapid development. After nearly 10 years of market competition, China Direct Mail Magazine industry value chain is already beginning to take shape. But there are still many problems which seriously impeding the development of Direct Mail Magazine in value chain, including homogeneous, lack of interaction and the support, lack of resources sharing, etc. From the theory of value china, the ultimate goal of this paper is to establish the core competence of Direct Mail Magazine by highlighting the advantage of value chain, integrating resources, training the core value-added business, innovating the internal organizational structure, opening internal and external value channels, and constructing the value net to aggregate its core competence.First, this paper mainly introduces the background of the research, the purpose of the study, the research value, the theoretical background and the research methods. Then, the paper states the connotation and denotation concept of Direct Mail Magazine firstly. It sorts out the characteristics of its information communication, the reasons for its rise, the development of its status, business processes and business models. Moreover the paper mainly proposes the framework of China Direct Mail Magazine industry value chain. Then it analyses the structure of industry environment and competitive advantage of Direct Mail Magazine for laying theoretical basic of magazine industry value chain decomposition and integration. And then, trough decomposing and integrating the industry value chain of China Direct Mail Magazine, we will maintain the value chain linking which construct an implementation and complete strategy system of Direct Mail Magazine industry value chain system. Finally, it will take "life express" as a case to study in order to forecasts and judges the development trend of China Direct Mail Magazine industry value chain.