The Study Of China's TV Shopping Development

TV shopping, hailed as "the third revolution in retail",began to enter China in the early 1990s and has so far gone through nearly two decades of development. In early 1992, the new fad of TV shopping came into people's lives and attracted their curiosity as well as attention from all aspects.After a short growing period, TV shopping developed rapidly from 1995 with high-speed and ushered in its golden period of development. In 1999,and under the influence of various factors, the television "shopping spree" collapsed instantly due to the incident of "OK lens cause blindness" which awakened the innocent consumers to take a better look at TV shopping. Since 2003,foreign TV shopping magnates have eagerly started preparing for the large-scale operations in China due to the huge potential market here. Subsequently, starting in 2006, television stations across the country have entered into the new start-up TV shopping channel business.Although since 2003 the TV shopping industry has ushered in the rapid development of its second spring and the entire industry has begun to actively expand, the apparent bottleneck in the development of the TV shopping industry actually has not resulted in the anticipated breakthrough yet. Moreover, the sharp sword of the "consumer credit crisis" has always been hanging over the head of TV shopping, which caused the development of the TV shopping industry to be beset with difficulties.From infancy to slow growth, from the rapid expansion to the sudden silence, from the second spirited rise to the present desperate fight for market share and recognition, the future development of TV shopping in China appears to be full of difficulties.Since the rejuvenation of TV shopping in 2003,it has enjoyed a rapid growth.TV stations throughout the country have set up their own shopping channels one after another since 2006.Today, the State Administration of Radio, Film and Television (SARFT) issued the latest Broadcast and Television Management Guidelines and implemented the SARFT Advice on the Construction and Management of TV Shopping Channels.Whether TV shopping will take off and reach great heights of sustained success or flop back to lower levels and become just another way of marketing products, remains to be seen.Based on the development of TV shopping, this thesis is an attempt to analyze the development path of TV shopping in the past two decades in China, to find out possible problems in TV shopping, and to dissect the possible causes of such potential problems. At the same time, it also tries to provide some helpful strategies for the sustainable development of China's TV shopping based on China's actual situation, through learning about successful TV shopping strategies from abroad and Taiwan.