The Way Out Of TV Shopping Under The Environment Of Media Convergence

TV shopping, as a new marketing mode, accords with the fast pace of modern society. Driven by people’s demand for consumption, it exerts a tremendous fascination on people and possesses large space for development in China’s market. But currently, a series of problems and hidden worries occur in the process of the development of TV shopping in China, which has restricted the increasing growth of TV shopping. Media convergence has a profound impact on communication, which not only changes the mode of operation and its features, but also leaves unprecedented opportunities and challenges. The cooperation of Hunan Channel with Taobao on Happy Taobao is an innovative convergent development in the background of media convergence. The Longships created by Happy Taobao, a successful television entertainment program, allows us to witness the infinite development possibilities of TV shopping. In order to make room for the healthy development of TV shopping, people, under the trend of media convergence, could strengthen its supervision and improve relevant laws to seek a way out for the development of TV shopping a new round of growth stage.