Analysis Of Operation Mode And Competitive Advantage Of TV Shopping Channel

As a brand-new shop-free retail sale, TV shopping generallyoriginates from America. With a development of more than 40 years, nowit has become a great power that we cannot ignore for retail sale allaround the world. Since the 1990s when TV shopping emerged as a newchoice for Chinese customers, it has enjoyed an agreeable environment.Nowadays there are more than 400 companies and nearly 10 channels forTV shopping in China, and annual sales turnover hits nearly 3 billionRMB. Innumerable researches have been attracted to delve into this hotflush. TV shopping has enjoyed whirl-away achievements in foreigncountries, however in China, it suffered a transitional low tide. As adeveloping industry, development direction, strategy and futureprosperity of TV shopping are in center of all its proprietors' concernscurrently.Owing to the excellent operation mode which distinguishes itselfwith live broadcast, network complementation and national chain, HunanTV Shopping Channel is cream of the industry with daily turnover up to1.5 million RMB. Does this indicate she has adopted the most scientificroad? Is that the most suitable for Chinese market? Is there anything forimprovement? Does she have absolute market advantage over her rivals?This article analyze fiom multi-angles such as mass communication,retailing, marketing, and tries to find the answers via document research,site observation and customer investigation, etc. The article may bedivided into five parts:Part I. Introduction. It generally explains why the author chose thisresearch subject, tells its significance and introduces relativeachievements.PartⅡ. It introduces development history and current status of TVshopping at home and abroad. PartⅢ. Analysis of Hunan TV Shopping Channel's operation mode.Taking the organization frame, target market, development strategy anddistribution system as the breakthrough point, It gives a presentation ofHunan TV Shopping Channel. Meanwhile, the operation mode isanalyzed in various aspects such as product development, programmingand broadcast, call center, customer service, logistics, capital flow, etc.PartⅣ. Analysis of competitive advantage of Hunan TV ShoppingChannel. On the strength of Five Force Model, SWOT and MatrixAnalysis Model, it is researched via comparison with all other layers.PartⅤ. Empirical study of Hunan TV Shopping Channel. It is toinvestigate her actual operation condition, public identification,advantages and disadvantages via marketing investigation and statisticsanalysis.