The Study For TV Shopping In China

With the great richness of TV channels,the fiercer competition between TV media and the advent of virtual pathway era,TV shopping and advertisements are attracting an increasingly number of the public's attentions.As a new type of marketing,non-store selling is becoming more and more popular with the consumers for its obvious merits, which also plays an important role in the whole retailing format,including TV shopping, online shopping,and mail shopping.TV shopping,also called "the third revolution of retailing",develops fastest among all these three types.The development of TV shopping has many advantages as follows:firstly,it can help economizing social cost; secondly,it can reduce the enterprises' marketing costs;thirdly,it is beneficial for changing the simplified pattern of TV media's making profits;finally,it will be much helpful in enhancing the risk-resistant ability of TV media.In this paper? the author made a systematic analysis of TV shopping in China.On the grounds of the basic theories concerning TV shopping and the status quo of TV shopping in USA,Korea and Taiwan,the writer analyzed the difference between TV shopping and common TV advertising,and explored the driving factors of TV shopping as well in section one;Each TV shopping's common pattern is studied in section two; the existing problems of TV shopping in China are examined in section three;based on these problems,the author proposed some advice beneficial for solving them in the last section.