On The Business Model Of Family TV Shopping Channel In New Media Age

The TV shopping was treated as a brand-new non-shop retail pattern which was appeared in USA, till now, it has a history of more than 40 years. It has been a strong phenomenon of the world retail industry. The TV shopping in the developed country, such as USA, Japan and Korea, are gradually became a good upcoming prospect of the newly kinds of industry which in the overall areas of the TV media, telecom broadcast, business retail and the logistics . But, while the TV shopping comes into China which was the high speeding industry, it also inevitability went a wrong way. The future direction of the industry and strategy is the mainly problem that should been solved by all the managers and the staff.The Hunan TV happy shopping channel which is the leader of our TV shopping channel, was the first chain live TV shopping channel by the central broadcast and media bureau on March,2006. It based on the nationwide digital channel "happy shopping TV channel", mainly covered the city of Guangzhou, Qingdao, Hangzhou, Nanjing, Donguan, Guangxi which had been done the digital television yet. "The happy shopping" based on the chain business cooperation way, constructed a nationwide shopping system, became a overall competition of the happy TV shopping channel. However, does the model have a improved space? By comparison with the opponents of the happy TV shopping, what is the competitive superiority? On the condition of the new media age, which way of the manage model can be the leader of the family TV shopping channel? How a professional family TV shopping channel arrangement, operation, profit, sustainable developed? The family TV shopping as the new issue of the shopping development, its developing direction, developing strategy and the upcoming perspective is the main concerned issue by all the manager of the TV shopping. Thus, by learned the competitive advantage of the TV shopping, found the proper way of the manage model which suited for the Chinese local market was a urgent question.The article was divided into seven chapters, it mainly researched by the different angles of the broadcast, retail and marketing towards the questions that have been mentioned. By the analysis, finding the answers on the way of investigation and consumer researches, meanwhile, inquired into the developing strategy of the family TV shopping in new media age, combined the practical operation from the construction of family TV shopping channel in Jiangxi TV , raise a conception of the family TV shopping in new media age, looking for a healthy developing way of the upcoming family TV shopping industry.