Research On The Development Strategy Of FJ TV Shopping Platform In The New Media Environment

TV shopping is a shop-free marketing method.In the period when the Internet has not yet become popular,TV shopping platforms have developed rapidly and seized a large market share.However,with the popularization of Internet applications and the continuous younger generation of consumer groups,shopping in the current consumer market The method has undergone drastic changes,leading to a serious loss of market share of the TV shopping platform.At the same time,domestic mainstream online e-commerce platforms have formed a more mature new media shopping model(such as live webcast with goods)and achieved fruitful sales results.In the new media environment,how traditional TV shopping platforms make strategic choices,how to solve development difficulties,and how to achieve industry transformation and development are the research content of this article.First of all,this study takes FJ TV shopping platform in the new media environment as the research object.Through the literature research method,this study sorts out relevant subject literature at home and abroad and determines the research technical route and theoretical basis.This paper summarizes the concepts of TV shopping,new media,live streaming of e-commerce and other industries,as well as the theoretical bases of consumer purchase decision theory,scene theory and big data theory.Second,FJ: TV shopping platform,for example,the shopping platform construction situation,analyzes the operating situation of shopping platform,using PEST analysis model FJ: TV shopping platform under the new media environment external macro environment,using the SWOT analysis framework FJ TV shopping platform development strengths,weaknesses and the opportunities and threats faced in the development.Combining the analysis results with the actual situation of FJ TV shopping platform,such as its own resources,advantages and disadvantages,puts forward a realistic and forward-looking development strategy.Thirdly,the model of TV shopping platform and new media shopping(taking live broadcasting with goods as an example)is compared and analyzed to study the similarities and differences between TV shopping platform and new media shopping mode,and to clarify the advantages and disadvantages of both sides.Then it puts forward the development mission,strategic objectives and strategic formulation principles of the TV shopping platform under the new media environment,and puts forward three specific development strategies for the development and transformation of the FJ TV shopping platform,namely,adopting alternative technology development strategy,differentiated competition strategy and big data resource management strategy.Finally,it puts forward the safeguard measures for the implementation of the development strategy of FJ TV shopping platform under the new media environment.