Research Of Happy Go Corporation's Marketing Strategy And Corporate Culture

With the era of media economy and virtual channels, TV shopping industry has been more and more attention, and even be called "the third revolution in retail". With the advantage of Hunan Broadcasting Group, Happy Go corporation has expanded rapidly. With the integration of the media industry and retail trade, Happy Go continued to seek new value growth points, Made a useful attempt for Changes in the television industry profit model and the healthy development of TV shopping industry. Happy Go was able to achieve such remarkable results, not only because its marketing model, but also because its cultural soft power that adapt to market conditions and corporate strategy.This paper analyzes the Happy Go's marketing strategy, corporate culture and the interaction between the two. The Introduction part of the article describes the background, literature review, research methods and innovation. The second part describes overview of China's TV shopping industry, introduced the development process and the competitive landscape, and then briefly describes the Happy Go's establishment background and development process. The third part analyzes marketing strategy of the Happy Go, from the four aspects, the scale, combination of virtual and physical, cross-border management, and emotional marketing. The fourth part summarizes corporate culture of the Happy Go, extract the essence of "pleasure culture", "cross-border marketing", "dialectical thinking" and "institution rulers", The last part, with previous research, depth analyzes the dialectical relationship between marketing model and corporate culture, and then thinking positive interaction between the two, and puts forward some suggestions. Through this research, hope good for China's TV shopping industry healthy and rapid development.