Research On Appeal Strategies Of Domestic Home Shopping

If the TV shopping is considered as the terminator of TV direct marketing, then the Home shopping is that innovation and extension of TV shopping. Home shopping closely connects the production, circulation and consumption, in which advertising and sales operate simultaneously, using the multiple consumption channels, such as television programs, shopping sites, catalogs mail order, telephone call outside to pass on brand-new shopping concepts for consumers, and provides an easy, convenient and credible consumer services. In today's era of knowledge-based economy, this non-store mode of operation plays an important role in the interactive process of information dissemination.In China, with the more and more intensified supervision by the regulator of the TV shopping industry, the credit crisis of traditional TV home shopping is alleviated to a certain extent, but the overall living environment of home shopping is still not optimistic. Domestic home shopping faces a number of issues, such as:the limitations of product category and channel, the unconvincing of commodity "selling point", the imperfection of sales process and service measures, the lack of integrity, poor shopping environment, over-reliance on product advertising to achieve quick sales, which so seriously affected and restricted the development of the domestic home shopping. Being crisis-ridden and full of challenges, home shopping faces:how to show off the personality of its products, media and services in the retail formats to win consumer trust and recognition; how to achieve win-win-win of consumers, manufacturers, enterprise in the selling process; how to promote the sustainable development of corporate brand in the increasingly fierce market competition, which put forward higher requirements for the appeal strategy of home shopping. Therefore, it is a question worthy of study and explore to establish a good industry standards, to create a good competitive atmosphere, using an effective appeal strategy for carrying out the advertising and sales activities of the family shopping.This paper is inspired by the appeal strategy to effectively promote the sustainable development of the brand from the home shopping companies presented by Hunan Happy-buying and Hubei Monica, and studies the appeal strategy of domestic home shopping as the main research topic. Using the methods of combining practice with literature and analyzing its own operating characteristics, living environment and development situation of the domestic home shopping, it studies how to use effective appeal strategies to promote the sustainable development of home shopping company's brand and looks forward to giving some suggestions to the operators and planners. Firstly, the paper simply demonstrates the concept, characteristics, the actual situation and development trend of the domestic home shopping and sums up one bridge i.e. the media and three basic factors i.e. the presentation of the subject, the orientation of the object and the creating of the environment. Then, it attempts to sum up the appeal strategies impacting the home shopping brand development and advertising effectiveness by using related theories coming from advertising, communications, marketing, economics, psychology and so on and with examples coming from Hunan and Hubei Monica shopping, in which the paper has an analysis of the representative appeal strategies. Finally, the paper studies the problems behind the appeal strategies of home shopping, how to achieve win-win-win by using the appeal strategies and the sustainable development of the home shopping industry and its corporate brand.