Study On Marketing Mode Of Shandong Lepai Commercial Limited Company

TV shopping is the non-store sales method which uses television media as its sales channel. As one of the statutory non-store retail formats in China, TV shopping is another retail revolution after the department store and warehouse supermarket. Statistics show that the sales amount of TV shopping accounts for about8%～12%of retail amount in the developed European and American countries. While in China, the data was only0.19%in2009. It means that TV shopping industry has tremendous growth space and market potential in China.However, TV shopping has poor reputation in China in recent years. The of infestation false commodity and the lag of after-sales service result in the disorder of the whole TV shopping market which was severely criticized by customers. The lack of capital ties between the market operation mainbody of TV shopping and the television media caused that "TV direct sales model" has become a dominant in the development of TV shopping over the past years. The dislocation of the marketing mode has become the biggest obstacle to the development of TV shopping industry.In fact, as a special case in the television industry reform in China, TV shopping, with the unique intrinsic properties, is required not only to follow the media reform law, but also to strengthen industry management attribute. On the basis of a comprehensive interpretation of recent reform policies and regulations of TV shopping industry and making full use of operation experiences of TV shopping industry both home and abroad, taking the reform practice of Shandong Lepai Commercial Limited Company as the example, through the analysis of advantages and disadvantages of the existing marketing mode, this paper makes great innovation of its existing marketing mode, establishes a new "home shopping" marketing mode specialized as "honesty-based, retail formats, integration of producing and sales services", and then reconstructs the organizational structure and new system of the company, builds theoretical foundation of the marketing mode that based on the reform of industry.As the only operation mainbody of Shandong broadcasting system, Shandong Lepai Commercial Limited Company has the rare political advantages and early-development market advantages. Through the design and practice of "Lepai marketing mode", the paper systematically analyzes the development environments and market competitions of TV shopping industry, comprehensively studies the marketing mode and strategies that the company should adopt, and provides references of participation in market competition for other TV shopping business enterprises.