Research On The Operation Mode, Competitive Strategy And Investment Opportunity Of TV Shopping In China

TV shopping in today’s social activities gradually attracted more and more attention according to the more and more TV channels’competition. However, as a new marketing approach, non-store marketing has a series of consumer-friendly features, thereby attracting more and more consumers’ love and attention. A variety of non-store marketing tools play a much more significant role in the retail industry, such as online shopping, TV shopping, mail order catalog. With the television’s unique advantages, its development in recent years is great. TV shopping is also known as "the third revolution in retail." TV shopping was born in the United States, and in the United States to form a mature development model. TV shopping is concerned in1980s, with television shopping "American model" to Europe and Asia, it was found that, as a non-store sales of TV shopping, a country can be accounted for8-10%of total retail industry. In the United States, it can be reached15%. At the same time, television shopping is convenient for consumers, as producers reduce costs, expand channels for the media industry, logistics, IT, call the industry, the financial payment industry play a catalytic role. Thus it has a positive impact on many aspects of the national macroeconomic, and also helps to promote consumption, domestic demand and increase employment. The development of TV shopping will not only help save social costs, reduce marketing costs of enterprises, but also help change the way that TV media’s single pattern of profitability, will help improve their own TV media the ability to resist risks.This paper selects the development of TV shopping industry as the study subject. Use the horizontal and historical comparison and the success story of the East CJ to study the development of TV shopping industry in China how to develop health and orderly.In this paper, we firstly give the definition of television shopping, and characteristics are described, and the development process in recent years. We do a review on Japan and South Korea, and Taiwan, mainland China’s TV shopping development. China’s TV shopping and then carried out as a systematic analysis of the status quo, for the problems and causes were analyzed. CJ then Shanghai Oriental TV shopping for the case studies, from its business model, competitive advantage and market strategies for systematic analysis of different angles to its success. Finally, the front part of the author based on the analysis and study of Chinese shopping, TV shopping on our thinking about development and make recommendations.