| 二线城市的DM广告杂志经营研究 |
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| 引用本文： | 周华清,张艳萍.二线城市的DM广告杂志经营研究[J].铜仁学院学报,2011,13(2):55-59. |
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| 作者姓名： | 周华清 张艳萍 |
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| 作者单位： | 福建工程学院文化传播系,福建福州,350104 |
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| 摘 要： | DM广告杂志在中国经过12年的发展，已经成为重要的广告形式和广告媒体之一。对于二线城市的DM广告杂志，其生存和发展现状不容乐观，大部分DM广告杂志处于艰难维持或者关门歇业的状态，能盈利的较少。本文根据二线城市DM广告发展现状，以及媒介经营与发展的趋势，提出DM广告杂志的经营策略。
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| 关 键 词： | DM广告杂志 广告 数据库营销 分众媒体 二线 |
The Study of DM Magazine Management in China's Second-tier Cities |
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| Zhou Huaqing,Zhang Yanping.The Study of DM Magazine Management in China's Second-tier Cities[J].Journal of Tongren University,2011,13(2):55-59. |
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| Authors: | Zhou Huaqing Zhang Yanping |
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| Institution: | Zhou Huaqing,Zhang Yanping(Department of Culture Commutation,Fujian University of Technology,Fujian,Fuzhou 350108,China) |
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| Abstract: | After twelve years＇ development, DM advertisement magazine has already become one of the most important advertisement forms and mediums. However, it exists hard and develops difficultly in the second-tier cities. Most DM advertisement magazines are on the edge of bankruptcy, and only a few of them can make profit. This article puts forward management strategies for DM advertisement magazines according to the development trend of media and its current situation in second-tier cities. |
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| Keywords: | DM advertisement magazine advertising date-base marketing second-tier cities management strategy |
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