The Research Of Happigo's Business Mode

TV shopping, rising in Europe and the United States, has 40 years' development history. It is a product of modern social development, and at the same time, it also modifies the modern society:to provide new marketing channels for the media for a new profit point, to provide consumers with a new concept of consumption patterns and to provide new development opportunities for related industries.In mainland of China, TV shopping rose in the last century 90's and has experienced the long chaos and disorder in recent years.Now, the family TV shopping business represented by Happigo,which is founded in 2006,is becoming the mainstream of China's TV shopping industry. Meanwhile, Happigo,as China's emerging enterprises, has developed beyond the traditional television shopping business.The rising is supported by the business model different from the traditional ones.This paper refers to Adrian. Slywotzky's business model theory, and analyzes Happigo's business model from these points:strategic positioning, customer choice, value acquisition, value construction, value maintaining.Then, evaluate business model from the angles of scale, network, brand, and position.At the same time, also try to find the disadvantages of the business model in trust environment, scale, marketing, alliances, products,people and other problem-existing aspects and then address these issues.Last, as to these problems, with the aim of making Happigo the Global Media Group,this paper proposes some suggestion of improvement, hoping that, these will do something good to the development of Happigo and the China's TV shopping industry.