Research On Direct Marketing Strategy Of TV Shopping

Direct Marketing is recognized as an epoch-making marketing in the West. TV direct marketing, as one of the most influential types of direct marketing, is being widely used in western countries. However, there are limited studies on TV direct marking in China. China’s direct marketing is also at a preliminary stage of a simple replication, most of marketers do not understand the essence of direct marketing and believe all the tasks of direct marketing are to shorten the distance to customers. Such situation brings real obstacles to direct marketing in China:the formalistic connections with customers are in lack of interactions and can not meet individualized demands; moreover, external resources and market developments have not been taken into the management system since there is no speed-response direct marketing system, therefore, customers can not enjoy quality individual service at low price since economic resources in the whole supply chain can not interact and be open to each other. It is fair to say that researches on the television marketing strategy do not match the fast development of television direct marketing in China.This paper tries to put forward the4P-T Marketing Matrix based on classic marketing matrix theories and the analysis of the development and marketing modes of TV direct marketing in China. By using4P-T Marketing Matrix, the paper analyzes a typical Chinese TV direct marketing company Hunan Happigo and tries to put forward corresponding marketing suggestions. This paper is supposed to offer limited contribution to the development of direct marketing in China.