|
With the continuous development of the commodity economy , social and material increasingly rich, consumption is becoming an important content of people's lives . The first to enter the consumer society in the Western countries , Xieguo consumerism philosophy , a step-by-step consumer culture to the global penetration , so the consumer culture gradually has become a mainstream culture . In recent years , the rapid development of DM advertising , so more and more DM advertising into the consumer 's line of sight . Today , DM advertising has become a representation the moment advertising use of high frequency words in leaps and bounds , and in the context of consumer society . Firstly, to the consumer society focus on analysis, pointed out that the morphology of the consumer society , characteristics , theoretical support , and the status of the consumer society in China . Second, from the DM advertising in the meaning of home and abroad , the development status and the advantages and disadvantages analysis , comparing the status of the development of domestic and international DM advertising . Once again, from DM advertising the thriving domestic development of realistic background analysis of the opportunities and challenges facing the Chinese DM advertising in the context of consumer society . Such as changes in the social environment for consumption to provide a survival of the soil and air ; psychological changes of social consumer groups to provide development opportunities ; advances in technology provide a broader platform for the technical material . , DM advertising also facing some difficulties can not be avoided , such as the low level of social recognition , database imperfect , the lack of effective support , market management specification missing . DM advertising in order to obtain sustainable development of all aspects of efforts is required , the first departure from the traditional Chinese culture , consumer psychology , to developing DM advertising design ; followed by DM advertising form of integration , the development of direct mail, media , strengthening database construction , the use of new media technology ; and DM advertising industry while strengthening supervision and management system . DM advertising to provide a stable social environment in the development of China's consumer society . The above is a preliminary study of the Chinese DM advertising in the context of consumer society , in order to make the overall direction for the follow-up of more in-depth study reference .
|