Parsing Of Tv Shopping Channels

The shopping program on TV is a kind of television-directed marketing, which initially originated in the United States. After its introduction to the domestic industry, it makes the TV stations at all levels swamped with shopping programs, as a result of its low threshold and lack of effective government monitoring. Also, because of the consumers'hot complaints about the quality of television products and after-sale services caused by the merchants'pursuit of short-term benefits, consumers have had a crisis of confidence in TV shopping, some time later TV shopping program will be in a downturn. In recent years the television stations have opened up TV shopping channel, attempting to reverse this situation and bring TV shopping to healthy development. TV shopping channel is a new model for TV shopping. It is television-driven, relying on the resources and visibility specific to television and cooperating with the well-known brands, along with the adjustment to the classes of the products saled to ensure product quality and improve after-sale services etc., which aims to rebuild the confidence of consumers and promote a healthy and new concept of consumption. It is also propitious to change the single operation pattern of television stations and open up new revenue sources.With the rise of television shopping channel, TV shopping becomes full of new vitality, whose total sales have exceeded tens of billions of dollars, but at the same time there are a lot of problems. For example, the quality of products, services, channel coverage and program problems in the form etc..This thesis makes a detailed analysis of the reasons of these problems and gives some recommendations accordingly. To achieve healthy and lasting development of TV shopping channel, the primary task is to establish a correct business philosophy. In the final analysis, television shopping programs belongs to service program, which must be consumer-oriented and have strict quality control. Secondly, the positioning of the television must be public shopping. TV shopping can truly become bigger and stronger, only as a result of scale economy. Finally, the development of digital television will impact the pattern and future of television shopping channel.The rapid growth of TV shopping channel ultimately relies on the popularity of digital television.Through the review of TV shopping channels and comparison of domestic and international successful cases, it is concluded that over a period of time, Chinese television shopping program will be in a downturn and this is a normal phenomenon which has already happened in many countries abroad. As long as a right development policy is established, the industry is highly self-regulated and government supervision is strengthened, the chaos caused by the original TV shopping program will be eliminated gradually and a new television shopping patterns, whose dominant mode is TV shopping channel, will finally re-emerge.