【作者】 陈燕华；

【导师】 陈培爱；

【作者基本信息】 厦门大学 ， 传播学， 2007， 硕士

【摘要】 这是一个小众的时代,社会群体分众化,消费行为个性化,营销精细化,适应这样的趋势,传播也由大众传播逐渐走向分众化传播。大量的分众化媒体随之迅速崛起,它们的出现不仅瓜分了受众群体,更因其精准到达目标受众、符合精确营销的要求,成功地瓜分了广告市场的“蛋糕”。除风头正劲的液晶电视媒体以外,DM杂志是发展十分迅速的一种分众媒体。自从1998年北京诞生国内第一本DM杂志《生活速递》以来,这种新型媒体就在全国各主要城市遍地开花,蓬勃发展。本文试图从DM杂志诞生于社会分众化、传播小众化这一种背景下,从它作为一种分众媒体的角度去探讨DM杂志的生存发展状况,以及DM杂志广告的特点。本文主要由以下5个部分组成:第一部分回顾了学界和业界对DM以及DM杂志的理论探讨和业务研究,前人的研究成果是本文的立足点和出发点,具有很好的参考借鉴作用。第二部分分析了分众和分众传播出现的背景以及产生的影响。“碎片化”的社会语境、传者与受者关系的改变以及新媒体的冲击,促成了传播由大众走向分众。而分众传播时代的到来也产生了深刻影响:首先促进了大众媒体的分众化,许多传统大众媒体都意识到只有采用分众化的手段才可能覆盖更多的大众;其次促成媒体营销模式的变革,精细化经营成为媒体生存发展的必经之路;最后,广告媒体投放格局随之改变,形成了大众媒体广告与分众媒体广告既相互竞争又相互融合的格局。第三部分主要是对DM杂志发展状况的综述,包括DM杂志在国内外的市场概况、DM杂志的内容、特点、种类、发行渠道等,同时还深入分析了DM杂志在中国得以迅速成长的社会原因,即:DM杂志是伴随着中国的城市化进程以及城市消费主义的兴起而发展起来的,同时它还在一定程度上为中产阶层或者说财富阶层提供了身份认同的作用。第四部分分析了分众媒体广告的特点以及DM杂志作为一种分众媒体所呈现出来的特性,包括:媒体与商品信息合二为一、准确的目标受众定位、数据库营销的模式等等,探讨了DM杂志广告的有效性。最后一部分总结了DM杂志行业存在的一些问题,并试图指出可资借鉴的发展方向。这是一个机遇与挑战并存的时代,DM杂志要想继续健康发展,亟需解决这些问题。更多还原

【Abstract】 This is a demassify ages, social community grouping, consume behavior characteristic, the marketing is fine to turn, adapting such of trend, spread is also headed for a grouping dissemination gradually by mass communications.A great deal of demassify medium are immediately quickly rising, their emergence not only divided to be subjected to many communities, more because it is precise to arrive the target audience and meet the request of accurate marketing, has divided the advertise market successfully .In addition to the LCD TV medium of the situation positive strength, the DM magazine is also develop very quick as a kind of demassify medium.Ever since that time the first DM magazine o《fthe life passed soon》was born in 1998 in Peking, this kind of new medium have already bloomed all over the main cities in the whole country, booming development.This text tries to discover the DM magazine which was born in the background with social grouping and communication demassification, a kind of angle taking it as a kind of demassify medium, from its conduct and actions, and the characteristics of DM magazine advertisement .This text is mainly constituted by the following 5 parts:The first part looked back educational circles and industry’s theories to the DM and the DM magazine , the past research result is textual stance and point of departure, having a good reference to draw lessons from a function.The second part analyzed the reasons and influence of demassify conmmunication appears. The arrival of demassify ages also produced deep influence: Promoted the mass medium adopting demassify means; Help medium marketing turns management to subdivide . The advertise structure also change immediately, the public medium advertisement and demassify medium advertisement compete but also blend mutually.The third part is mainly the overview the general situation in domestic and international market of DM magazines, including the contents, characteristics, category of general situation, DM magazine, issue outlet etc. In the meantime ,it analyzed the social reasons why DM magazine can grow up so quickly in China: Because DM magazine is accompanies with the urbanization of China and the rise of modern consume culture. In addition, it also provides he function of identity approbation for the wealth stratum.The four-part cent analyzed to divide characteristics and DM magazine that many medium advertise as a kind of characteristic presented by separately many of the mediums, including:Medium and merchandise information match two for a, the accurate target is subjected to the mode etc. of many fixed positions, database marketing, inquiry into a DM magazine the usefulness of the advertisement.Last part tallied up the DM magazine profession a little bit existent problems, and try to point out the development direction that can support to draw lessons from.These ages that are an opportunity and challenge keep both, if the DM magazines want to continue healthy development, they should resolve these problems rightly first.更多还原