Tv Shopping Company Brand Building Research

Television shopping, belonging to the direct marketing with "non-store retailing", is a major change in the history of the retail trade.Born in the U.S., the television shopping has grown with matured development. It was in the 1980s when the TV shopping attracted people's attentions. With the "American" TV shopping hitting the Europe and Asia, people found that the TV shopping with "non-store retailing" could make 8-10% contributions to the country's total retail sales, or even 15% in the U.S. In addition, the TV shopping may bring great convenience to the consumers, reduce production costs and expand marketing channels, and drive the development of the media industry, logistics industry, IT industry, calling industry and financial payment industry etc., so as to make an active impact on the country's macro-economy and to promote consumptions, stimulate domestic demands and increase employment opportunities.This paper do mainly "SMG-CJ" as a case to study TV shopping, but it join some appropriate other TV shopping companies to avoid the bias.This first chapter mainly tell us the research background, significance, defined the object, and the better TV shopping countries in the world are introduced.Chapter II may be involved to the main concept of literature review, including TV shopping, brand equity, brand image, brand association, brand trust, virtual channels, and risk perception and so on.Under the literature review of Chapter II and several important scholars 'thinking, Chapter III create a conceptual model about a television shopping corporate how to building a good combined with the characteristics of TV shopping company. And various aspects involved in models were introduced in this chapter.Chapter IV, SMG-CJ as a case, analyze its successful model of TV shopping in China. And it analyzed the several aspects of successful depth about TV shopping in Mainland China from the SMG-CJ's product development, programming, marketing, customer service, logistics, payment, etc.Chapter V is about the meanings. Firstly it introduced the status and development process of TV shopping in Mainland China, summed up the problems if TV shopping in China. Finally, it gives some recommendations for TV shopping.By the study of the paper, the paper hope it can contribute to the future of China's TV shopping industry, also to the related industries inspire.