中美直投杂志比较研究

Comparative Study of Direct Magazine Between China and the United States

作为免费发行的精美广告杂志,DM在现代社会具有十分重要的传播意义。作为一种消费载体,直投杂志表征着受众的社会身份与群体认同。由于社会经济、文化理念的不同,中美两国直投杂志在认识管理、运作经营上存在着较大的差异。对美国直投杂志成功运作经验的借鉴,可以改善我国直投杂志广告投入、管理运作的一些经营策略。

DM plays a significant role in communication in the modem society as exquisite advertising magazine with free distribution. As a means of consumption, the DM represents social identity and group identifications. Due to the differences of social economy and cultural ideology, there are great divergence between China and the United states in terms of recognition and administration, operation and management. Building on the successful experience of DM management in USA, it will make us China obtain some managing strategies on advertising investment and operations.