On TV Direct Legal Regulation

At the beginning of 1990s, TV home shopping as a fashion of the shopping way to be introduced to China, when their development in foreign countries are very mature. However, after prevailing little time, TV home shopping seeming to a prosperous market in China appears to have been hobbled. Because TV home shopping is behind the best-selling profits, exaggerated false advertising and consumer complaints and disappointments. In a short span of few years, television shopping enterprises have been developed rapidly from initial several to a hundred, the TV home shopping industry have made a considerable development in our country, while the quantities of TV home shopping advertisement are also increasing. In several years China's television shopping dealers had sold nearly all products which American television shopping promoted in the last 10 year. Therefore, TV home shopping has taken on a prosperous scene. TV home shopping is a blank horse from the market, the flat land soars, gradually been prevailing. At the same time, consumer complaints, the media exposure series. Although the overwhelming majority television stations have been broadcasting TV home shopping, the general ordinary consumers don't approval, appears the dispute repeatedly, its behind exists the question is worth thinking deeply.In this case, by the questionnaire reflecting the general views and attitudes to consumers for the TV home shopping, the paper aimed to identify the current causes of chaos for TV home shopping and to study foreign advanced ways and mature experience, finally, to analyze the ways to find a solution, so as to China's TV home shopping industry will take to the track of healthy and orderly and proposes some own ideas and suggestions.Chapter I is TV home shopping outline that introduces the concepts, the characteristics of TV home shopping.Chapter II is devoted to the course of development in TV home shopping in our country as well as through the investigation of China's TV direct sales data reflects the real situation, and through analysis and summary of the survey to the current state of TV home shopping points out some causes.Chapter III is the Chinese and foreign TV home shopping comparison of the legal regulations, the foreign direct legal regulation of television and television current legal regulations direct comparison of the situation. Identify laws and regulations of China's TV home shopping and other imperfections.Chapter IV is based on the investigation of the reasons, after analysis and summary of proposed measures targeted. The author believes our government should build and improve the status of TV direct sales-related laws and legislation. This is also the innovation of this paper.