Study On Differentiated Marketing Of Jiali Go Shopping Channel

TV shopping is a kind of consumption pattern, whoseintermedia is TV. It is also a new retail trade without stores. Under the rapid economical development of our country and the national regulation and management to the TV shopping industry, professional TV shopping channels have occupied an important position in the TV shopping industry, which has a positive effect on stimulating domestic needs and stiring consumer’s expenditure.So far, the competition among TV shopping channels has become more intensive. Not only the goods but also the program’s form is identical, which has given the audience an impression of similarity. This problem has seriously influenced and limited the healthy development of TV shopping channels. Especially, program’s broadcasting of regional TV shopping channels face the area limitation and the pressure from homogeneous competition. Their living environment has become worse and worse. At the same time, how they can survive and realize sustainable development is not only Jiali Go’s problem to be resolved necessarily, but also that of other regional TV shopping channels.This article is trying tocombinedifferentiatiated marketing theory and positioning theory to discuss how to identify differentiatiated target and management, to discern target consumers and determine their core products. This artical will also do a research and description to the differentiatiated marketing strategies of brand, sale, product, service and channel and so on so that they can have their own core competence and break the siege of homogeneous competition, giving some constructive suggestions to the survival and development of regional TV shopping channels.