Present Situation And The Development Research Of Television Shopping Channel Operation In China

TV shopping channel, as the product of TV shopping’s development to a certain class, has changed people’s shopping habits and impacted the traditional retail trade along with the new sale model. As a retail consumer, China’s broad prospects have attracted more and more professional television media to create TV shopping channelsThey take advantage of TV media to quickly and easily through the TV vivid understanding commodity information and function, convenient and quick to purchase goods, comfortable and relaxed to enjoy shopping at home, high quality and inexpensive products to meet different consumers’demands It plays an important role in accelerateing the sales of goods, promoting the development of the enterprise and driving domestic consumption level; Morever, boosting the development of retail consumption. At the same time, the TV shopping channel, as the new trend of TV development, contributes to more ways to make profits for broadcast television while changing situation where the current radio and Television Group purely depend on advertising investment and programs sailing to boost the development of broadcast television industry.However, due to excessive exposure of fake and shoddy products in China’s TV shopping programmes and consumer’s complaints in early stage, people began to lose confi dence in TV shopping.What’s worse, the public tend to believe that products showed on TV are of poor quality, business credibility is low and late service is not guaranteeded;thus creating a bad impression TV which has seriously affected the development of TV shopping channels, coupled with the people’s inadequate awarance of TV shopping program, resulting in people’s less purchasing even high-quality goods and refusing to shop in this way,this problem also makes the TV shopping channel operator disturbed. And I take this opportunity to study China’s TV shopping channel current operation situation and development in-depth to summize the profiles of domestic and foreign TV shopping channel systematically as well as TV shopping channel operation problems And then combining domestic with foreign advanced management ideas to be applied to TV shopping channel;thus putting forward ideas for further development of domestic TV shopping channel to and coming up with new ideas to operate the TV shopping channelThis thesis is divided into five chapters to study. The first chapter preface, TV shopping channel research background, research significance, the domestic and foreign related academic achievements and research ideas and methods for unified the television shopping channel, reflects the operation status and development research value; the second chapter summarized the general situation of TV shopping channel, the United States, Germany, Japan, Korea and China’s TV shopping channels were all out, and the advanced countries in the operation strategy are summarized; the third chapter of China’s TV shopping channel operation status of research, from the television shopping channel operation sectors involved in product development, program production and broadcasting, call center, customer service, logistics and distribution services and marketing activities all the links for in-depth analysis, summarized the current China TV shopping channel operation whole process; the fourth chapter of the TV shopping channel operation dilemma and breakthrough of TV shopping channel, from the consumer to approbate degree low, TV shopping channel sales are low, the television shopping channel marketing costs higher reality operation this paper, and puts forward some constructive solutions; the last chapter is on electrical As the shopping channel, future development and innovation research, emphasizing the operator of TV shopping channel in the future operation of the tree made TV shopping channel specialization, diversified development, combined with its own characteristics to build its own brand innovation and adapt to the times, the development of e-commerce suggestions, from the academic results are available to the general practitioner reference.