Research On The Marketing Strategy Of Chinese Small And Medium-sized City TV Shopping

TV shopping as one of the products of the TV industry competition, it is to a large audience through the television media advertise commodity information and corresponding hotline telephone number, in order to sell products. In terms of marketing and advertising revenue has irreplaceable advantages. At the same time, because of poor supervision of legal environment, the traditional television shopping appeared, such as the false propaganda, the lack of quality guarantee, perfect after-sale service measures etc fatal problems, TV shopping has gradually lost its audience, decline. Therefore, the TV shopping marketing strategy research has its necessity. Domestic many experts have realized the importance of TV shopping on TV development, and the TV shopping has carried on the thorough research, but their research is the macro, they are more focused on the study of CCTV, satellite TV shopping. In this paper, based on the deep understanding of the TV shopping, TV shopping in small and medium-sized Chinese cities of the present situation and carried on the thorough analysis of the marketing strategy. The first part of this article mainly discusses the research background, train of thought, method, innovation points. The second part of TV shopping and its development status, to distinguish, TV shopping and advertising and foreign TV shopping and domestic TV shopping, summarizes the general situation of the development of TV shopping. Three marketing mode of the third part of TV shopping (straight after marketing model, home shopping channel business model and industry chain cooperation development mode are analyzed, and summarizes its advantages and disadvantages. Part iv TV purchase and marketing problems of small and medium-sized cities in China and their causes are analyzed, and pointed out the existence of such as investors lack of confidence, goods delivery location are not allowed to issue. In the fifth part, part6and part7, the author first analyzes the United States, South Korea and other marketing success stories, hunan happy shopping, then use SWOT theory to China’s small and medium-sized cities TV shopping of strengths, weaknesses, opportunities, threats, carried on the thorough analysis, and finally use4c marketing mix strategy for small and medium-sized city TV shopping marketing strategy has carried on the design. Small and medium-sized cities in the ninth part, the author of TV shopping development put forward reasonable Suggestions, in hopes to China’s small and medium-sized cities bring certain reference value for the development of TV shopping.