Research On The Marketing Channel Improvement Of Happigo Ltd.

With the rapid development of e-commerce in recent years,the traditional commercial circulation enterprises have been transformed.From product research and development,marketing to marketing strategies,channels and other fields are actively seeking change.However,the TV shopping industry is experiencing a complicated competition crisis".It is the most urgent job for the practitioners of the industry to find a suitable way for the development of the TV shopping industry in the fierce competition environment.In this paper,PEST and SWOT are used to analyze the external environment and competitive advantages,competitive disadvantages,opportunities and threats of TV shopping enterprises represented by happy shopping.The analysis shows that the main problems of the TV shopping industry is facing:TV shopping by the propagation characteristics of TV media,consumer experience lack of attraction,age of audience to the high end differentiation leads to the loss of consumer groups target.The weakness of its own channels makes it unable to cope with the competition of other electricity supplier enterprises.Meanwhile,the homogenization competition in the industry weakens the channel function.Based on the above research and analysis,this paper proposes a channel improvement program.The key points are:the establishment of marketing channel development in rural areas of the target market,and the online shopping business and business platform off the implementation of multi-channel strategy,outbound business is improved horizontal joint parallel channels.Adjusting the channel structure and improving the channel strategy are the key steps for the TV shopping enterprises to achieve breakthroughs.Channel improvement allows TV shopping enterprises to face consumers through entity channels,improve consumer experience,accurately grasp the trend of the market,and respond to consumer demand in a timely manner.This paper attempts to provide theoretical reference for the transformation of the TV shopping industry and the adjustment of marketing strategy by improving the channels of the various business sectors.