China's Tv Shopping Supervision Of Research

TV-shopping which has so many advantages such as large amount of information, convenient service and visual goods, is crowed with "the third sales revolution following retail and supermarket". The customers can purchase commodities easily and conveniently so that they do not need go out of the house, and it becomes the normal pattern of consumption accepted by the vast consumers increasingly.However, TV-shopping has been the main problems about which customers complain on account of its'specific characters, just like customers decide to purchases something without careful consideration, or the buyer and dealer could not see each other and the trades always happened between different places. These complaints are always focusing on false publicity of TV-shopping. A great deal of rough produced, overstate information of commodities on TV-shopping misled the customers to believe the quality of commodities easily. After purchasing them, the customers had found that these commodities were totally different from the publicity played on TV. As a result, the customers' rights were damaged and the credibility of the media was suspected. Although the state interrelated administrate departments, including the state administration for industry and commerce, the state administration of radio film and television, have made approximately ten rules on it since 2006, which aimed to regulate the operation order of the TV-shopping industry, to strike the false publicity of TV-shopping, to maintain the rights of customers, the problems of false publicity of TV-shopping still exist seriously. Nowadays, when you turn on the TV, so many satellite television channels are playing illegal infomercials. Even in the Home-shopping channel that is set up by the provincial TV station, the content of shopping program have also the phenomena of false publicity of commodities'function, which causes a lot of customer complaints. All these have impacted on the public interest, which is the main object of governmental supervision. On the present situation, which factors bring about the malfunction of the supervision on TV-shopping in our country?This article studied in the fields of supervision on false publicity of TV-shopping which include infomercials and home-shopping programs, basing on the perspective of governmental supervision theories, with an effort to find out the main reasons of malfunction from three aspects, supervise regulation, supervise organization, supervise manners, in order to provide possible solutions and suggestions on how to improve the supervise system of TV-shopping and further develop the whole industry in China.