The Research Of Multi-channel Strategy Of TV Shopping Company

This article analyzes the overview of TV shopping industry worldwide and in China, along with the advantage and prospect of TV home shopping. The article has the research on the marketing principle in multi-channel retailing environment with the combination of the case study of L Company and standard practice in TV shopping industry. Firstly it discloses consumer multi-channel behavior and the reason of consumer choosing buying channel and transfer between channels. The most important part of this article is introducing the strategy of customer acquisition, retention and reactivation in TV shopping multi-channel marketing environment. Some case study and extensional research has been implemented based on RFM model, in between the method of calculating RFM weight is the emphasis of whole research. This research firstly discloses the method of calculating RFM weight based on actual data simulation, which has some pros and cons comparing with traditional AHP method. In another hand, this article also has some research on product merchandising and promotion of multi-channel marketing. Last, the author makes some projection on the prospect and direction of multi-channel marketing that multi-channel will be inosculated and merged in general trend, and Interactive Shopping including e-commerce will be very important orientation of development of multi-channel retailing.