The Study Of Dm Magazine Management In China's Second-tier Provincial Capitals Cities

With a longer development history and comparatively high market share, DM magazine, a mature form of advertising in the overseas, is taking shape as a proven operation model. And at home, DM magazine did not emerge until 1998, and there were also some differences between its features and the features in the overseas. Having enjoyed a rapid expansion for estimated 12 years, DM magazine has become one of most significant advertising forms and advertising media of its kind, but most of its marketing is still far from being satisfactory.In China's first-tier cities, owing to its advanced economy, vast market capacity, numerous target consumers, DM magazine is provided with a developing superiority. While in second-tier provincial capitals, DM magazine still possesses a weak stand for survival and growth. And with homogeneous competition, pressures from major media, immaturity of market adding to its more severe situation, many DM magazine businesses are entangled in the state of making ends meet or being out of business. Let alone those who make profits from it.This thesis analyzes the origin of DM magazine and the social culture and economic setting of its development, through case study, putting forward the correspond ant strategies for management, which is based on the study of current status of DM magazine development in second-tier provincial cities and the trend of media development and managementFive parts are included in this thesis. In first part, the current status of DM magazine, both home and abroad, are over ally reviewed and concluded. In second part, a introduction would be made on DM magazine's generation and features. In third part, the DM magazine's current condition and cause of formation in second-tier provincial capitals are studied. The fourth part is about the analysis of typical examples and the research of experience that may be useful as guidance. The fifth part is about the putting forward of management strategies, which is based on the features of second-tier provincial cities, and from the study of marketing positioning, date-base marketing, brand strategy and cross-media operation.With the discussions and researching of second-tier provincial cities' DM magazine and its management, hoping this article could effect as reference and promote the further development.