Research On Operation Strategy And Prospects Of Television Shopping Channel

As a brand new nonstore marketing pattern, TV shopping appeared first indeveloped media industry of the States. After 40 years development, TV shopping,which spreads the entire world in many countries and regions, has increasinglybecome an important force in world retailing.TV shopping in China has taken shapes after years of development since it wasborn in the beginning of 1990's. During over ten years development, the TV shoppingindustry in China has already experienced the periods of initial prosperity, midintegration and revival. Now, TV shopping channel forms a prominent operatingpattern.At present, TV shopping in China is only a profit model of media that just startedand still imperfect, which has various problems in many ways like legal supervision,trade selfdiscipline,and channel operation.In this background, this thesis seeks the operation strategy of TV shoppingchannel in new situation and provides some correlative strategies for the future ofdevelopment of television shopping channel in China facing opportunity of digital TVnew media through comprehensive analysis on the current situation and operationalsystem of television shopping industry at home and abroad, different problems andsolutions that television shopping channel is facing, and technical advantage andtransmission characteristic of digital TV.This thesis illustrates the abovementioned problems from six different aspects:The first part is the introduction, which presents the origin and value of this study,and summarizes related research results.The second part discriminates the related concepts of television shopping, andanalyzes the superiority and inferiority of television shopping.The third part is the current situation of television shopping at home and abroadand problem searching in television shopping industry of China.The forth part studies on operation framework and content construction of TVshopping channelThe fifth part shows developing orientation of TV shopping and expectation ofboth TV shopping and IPTV in digital television new age. The sixth part provides the correlative strategy of development of TV shoppingchannel in both macroscopic and microscopic aspects.