Research On The Current Status And Development Prospects Of The Direct Mail Magazine In China

After china’s reform and opening, the economic and cultural level of China progress rapidly, the media industry improve fast, the first Direct Mail magazine in China was born in this background. Its emergence reflects the change of people’s consumption and the need to focus media era on the background of the urbanization process. The DM Magazine blossom everywhere in each big city, and show a nationwide tendency, caused wide attention.On the one hand, its prospects are considered to be optimistic, because of its advantages and it can meet the needs of city culture, conform to the development trend of media. On the other hand, in actual operations, it is difficult. Because of high cost of printing, the lack of business experience, the majority of DM magazine enterprises are in deficit condition.At present, the domestic research on the DM magazines is still at the beginning stage, lack of relevant theoretical knowledge, research data. The development of theoretical analysis can not keep up with the media, so we need more attention about it urgently, deeply study and summarize on it, to guide the development of the DM magazines industry.The issue.of this paper is the current situation and development prospects of DM magazine in China. The author tries to put forward his own understanding and suggestions from the panoramic scanning on the DM magazines. The first chapter is the introduction part. It mainly introduces the background and the significance of the research, then the existing research literature summary and classification analysis, finally a brief summary of this research and its innovation. The second chapter mainly introduces the development history in China and the definition of direct mail magazine. There are many definitions about the DM magazines, the author think it’s a special publication, its content is all advertisement, deliver free and public continuously. It can be classified to comprehensive type and specialty type from the content, also can be classified to direct deliver type and database marketing type from the delivery method. It has three development stages in China, germination stage, free develops stage and reason develops stage. The third chapter mainly analyzes its orientation and medium function. Accurate orientation is the DM magazine’s inherent quality, it should be firm from the reader, content and market. The DM magazine has four medium functions, encourage fashion life, guide consumption culture, release practical information and satisfy the need of bargain lovers. The fourth chapter is the in-depth study of its development environment from the city development and cultural needs, database technology, the development of advertising industry, media function expansion, consumer culture. In the fifth chapter the paper tries to find out the existing key problems of domestic DM magazines such as identity embarrassment, orientation fuzzy, seriously homogenization, high production cost, through the contrast of the situation and experience with foreign magazines. In the last chapter, the author put forward some suggestions to solve the problems from the micro aspect such as government management, operation of DM magazine company and database marketing, try to put forward the development of the DM magazine.