Research On Marketing Strategy Optimization Of L TV Shopping Company

In recent years,OTT,IPTV and other new TV communication channels with two-way interactive function have changed the viewing habits of cable TV users,impacted the original cable viewing market,and the viewing group of cable TV live broadcast has been declining.As a retail industry relying on cable TV traffic,the traditional TV shopping industry is facing problems such as the loss of users and intensified competition in the industry due to the decline of TV startup rate.With the development of Internet e-commerce,consumers’ online shopping channels are becoming more and more diversified,and the TV shopping industry is also facing more fierce market competition outside.Under domestic and foreign troubles,the TV shopping industry has entered a difficult period of development.How to develop the industry in the future and how to transform the existing TV shopping enterprises have become an urgent problem to be solved.While the market share of traditional TV shopping is shrinking and the operating income is declining,the live e-commerce with the same form and similar mode as traditional TV shopping has entered a period of rapid development with the popularity of mobile Internet and intelligent terminals.The industry is growing explosively,the sales are rising,and the substitution effect on the TV shopping industry is increasing.L company is a provincial family TV shopping company that has been established for 15 years,serving more than 3.5 million members.At present,it is a wholly-owned secondary subsidiary of s Provincial Radio and television media group.The TV shopping channel operated by the company is the only family TV shopping channel approved by the State Administration of radio,film and television in S Province.It has realized signal landing in 16 cities in the province and continuously broadcast shopping programs 24 hours,covering a population of more than 100 million people.In addition to the traditional cable TV channel,L company also actively tried new sales channels such as shopping program delivery,radio cooperation,ecommerce live broadcast and so on.Taking L company as the research object,this paper studies the marketing strategy optimization of provincial TV shopping enterprises under the background of media integration,hoping to provide some inspiration and reference for enterprises in the same industry.This paper mainly uses the research methods of literature research,case study and comparative research.Based on the marketing theory,using the analysis tools and methods such as PEST analysis,Porter’s five forces model and SWOT analysis,combined with the operation data contacted by the author in his daily work,this paper analyzes the marketing environment and current marketing situation faced by L company from the macro and micro directions.In view of the marketing problems and causes encountered in the actual operation of L company,this paper puts forward the optimization direction of L company’s future marketing strategy from the aspects of products,prices,channels,promotion,personnel,process and tangible display.For the smooth implementation of marketing strategy optimization,this paper puts forward the guarantee measures of L company’s marketing strategy optimization from the aspects of organization,human resources and information technology.