Research On Marketing Communication Of Oriental Shopping

With the development of information technology, great changes have taken place in people’s way of life. As a model of non-store retail, TV shopping combines media and retail. It uses media channels to transmit information. And after consumer orders some goods, it will provide door-to-door delivery service. This kind of indoor shopping patterns gives consumer a whole new shopping experience.TV shopping first appeared in the United States, and quickly gained the market recognition. Then, TV shopping gained a wide success in Europe and other Asia-Pacific regions, such as Japan and South Korea. Although China’s domestic TV shopping started late, the new type of marketing communication mode changes the traditional income-generating form of the SVA Group, which relies on advertising investment and sales programs. TV shopping becomes the third largest revenue pillar of China’s radio and television industry. However, the development of the domestic TV shopping has been associated with a lot of questions and criticism from the supervision department and the public opinion. For the current domestic TV shopping, there are many problems to be solved, such as how to get consumers to regain confidence and how to create a healthy growth mode.OCJ is at the leading position in the Chinese TV shopping market. In its market expansion process, OCJ has accumulated a wealth of experience and gradually worked out an effective market operation path. As the research object, the research focuses on the OCJ’s marketing communication mode, combines TV shopping and marketing communication theories. And add the well-known domestic and foreign TV shopping companies’ data. The research discusses on OCJ’s successful model, and at the same time, provides a new perspective for the study of Chinese TV shopping.The introduction section describes the research background and the implications for the research. And review the relevant literature and theories, including TV shopping research and marketing communications research. And on this basis, list the main research questions.The second part defines TV shopping, and then introduces different models of TV shopping business, and the development and current status of domestic and foreign TV shopping.The third part analyzes OCJ’s marketing communication mode, including customer identification and assessment, marketing environment analysis, marketing communication strategy, planning and incentives, marketing communications implementation and impact assessment. Refine its experience and explore the connotation of its mode.The fourth part analyzes the pros and cons in the process of OCJ’s marketing communications. And then proposes the crack path.The epilogue summarizes main research questions. Reveal the significance of the sample, and clarify it application boundary.