The Research Of G TV Shopping Company Development Strategy

As a rising star of TV shopping industry, although G TV shopping company faces internal and external pressure due to the change of the market, still it sticks to the concept of quality development, focuses on members, and seeks innovation breakthrough and positive reform, in order to developing new media vigorously, promoting multiple-pathway integrative development, expanding industry form constantly, and transforming to the high quality, exquisite multimedia retail industry.Focusing on G TV shopping company, the thesis analyze the restriction factors of its current development and arrive at its general development strategy and appropriate concrete tactics, hoping for providing some reference and inspiration for the development of the other enterprises in the industry.Mainly using case study and literature research, the thesis analyzes the operation status of G TV shopping company, and the industry competition faced by the company comprehensively, using relevant data and a combination of PEST analysis, Five forces analysis model of the industrial structure, SWOT analysis, so as to formulate the strategic planning and specific realizing tactics of the overall development of the company. Although currently TV shopping industry faces the impact of other domestic emerging business models(especially electronic commerce industry), it does not lose its market competition completely. Technology vanishes the boundaries. Working through channels and Crossing-screen integration become the common practice for numerous TV shopping companies to seek breakthrough. In the future, G TV shopping company should transform from focusing only on TV shopping to becoming multi-screen interactive platform business model combined with TV shopping, online shopping and telephone shopping.