On The Strategy Of Its Own Brand Of Tv Shopping

This thesis is inspired by the successful private brand (PB) development and marketing strategy of Taiwan Eastern Shopping. The objective of this research is trying to find out the possibility of practicing PB strategy in the TV Shopping industry. This paper creatively links two fruits of retail industry revolution-TV Shopping and PB-together, and raises a new subject. After reviewing the definition, history and status quo of both TV Shopping and PB, and comparing the similarities and differences of TV Shopping and retail stores, the thesis summarizes the premises of developing PB strategy in TV Shopping industry. Taking Taiwan Eastern Shopping as a case study, this thesis not only introduces its achievements of PB, but also analyzes its STP, product & pricing and IMC strategy. In the last chapter, based on the review of the history and status quo of the TV Shopping industry of the Mainland, the thesis analyzes some problems of the industry and forecasts the possibility for the Mainland's TV Shopping channels to develop their own PB strategy, and discusses how to learn from the existing PB development and marketing experience of Taiwan Eastern Shopping.