Research On Marketing Innovation Of TV Shopping Based On Consumer Behavior

Nearly 20 years has passed since TVshopping came to China’s retail market, some innovation measures must be taken to face the intense competition in the future so that to guarantee China’s TVshopping companies to keep the invincible status. The aim of this thesis’s innovation research is to guide the marketing practice of TVshopping in China.With the guidance of Consumer Behavior Theory, many other theories such as Marketing, Micro-economics, Principles of Management and Innovation have been applied to this thesis. The preliminary theoretical frame of marketing strategy has been established in this thesis through the re-explanatory to some relative concept and ideas. This thesis has given an overview of TVshopping’s historical germination and development, analyzed four aspects of TVshopping’s status quo. This thesis provides corresponding concrete innovation proposal and measures based on the analysis of theory and cases.In the comprehensively analyses the formation and development of commercial mode of TVshopping through synthesizing the global TVshopping’s marketing practice. This part of thesis also interprets the stability and continuity of TVshopping’s business mode based on the analysis of business process.In the new idea of anytime-anywhere shopping has been put forward. This part expounds that anytime-anywhere shopping is the future orientation of TVshopping. Based on this new idea, this thesis provides four proposals and measures on the innovation of TVshopping marketing. First, expand TVshopping’s program and business to Internet to increase the amount of consumer’s shopping time through setting up one calling center/two showing platform. Secondly, explore new business to three movable hand-hold terminals(mobilephone /netbook/ipad) to attract more customers to enjoying TVshopping. Thirdly, diversify TVshopping’s product types to improve the capacity of profitability and create more value. Fourthly, keep up step with the lastest commercial mode of global current retail competition through three measures (establishing own brand/speeding up Brand planning and implementation of brand image building/innovating the representation of form and content of the TVshopping program).