| TV shopping, a new marketing channel has been attracting people from its beginning. It has become a part of people's life in some developed countries. After several years some TV shopping companies have grown to be a retailing giant.The market in TV shopping was booming since its arriving in China. Shortly, people had exposure to many TV shopping companies and their programs. However, short-sighted businessmen, lack of related legal system, and fake products harmed the customers. Thereafter, people began to suspect the TV shopping, thus they refused to shop in this way.The industry recovered after 2004. Taking advantage of superior resource, some major TV stations cooperated with foreign well-known TV shopping companies, increased the category of products and extended the show time. Some major changes happened in the business, from focusing on several products to providing hundred ones, from showing only in trash-time on TV to buying hours of commercial time, and from offering ordinary products to selling international popular brand of products. Ultimately, the sale doubled. Development of TV shopping brings out new investment chance. TV shopping boom is coming back to China.This paper studies the strategy of Shanghai YY Homeshopping Co., a newly-established TV shopping company. What achievement did the new company make? What problems did it face since its found? What are the opportunities and challenge in 2008? Could the company grasp the opportunity and thus establish its own strategic advantage? Under the teachers' guide and abundant business study, I write the paper in combination with empirical thinking. The purpose of the paper is to chart a direction for the industrial development and competitive situation. Meanwhile, we will make some productive and predictable suggestion o for Shanghai YY Homeshopping company. |
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