Study On The Brand Construction Strategy Of J Shopping Channel

With the development of digital media, a variety of professional channels up and, in changed people’s way of life at the same time, also gave birth to the rise is known as "the third revolution" of the retail industry of TV shopping channel.TV shopping originated in the American, development has been30years of history. The last century90’s that remain within doors also can relaxed shopping TV sales methods also develops rapidly in our country, it means the audience’s curiosity and consumption impulse won huge profits in the early stage of development. But because of the lack of supervision of the industry access threshold is too low, a time of dragons and fishes jumbled together TV shopping industry, to encounter the serious crisis of trust. At the end of2000,70%of the domestic QVC Company declared bankruptcy, greatly total industry revenues shrink. By2003, the domestic normal business QVC Company is only31, less than700000000yuan of the scale of business. TV shopping industry is on the verge of extinction.While the public for TV direct sales fear at the same time, another "new TV shopping mode owned media to develop their own" is quietly affect our country’s TV shopping industry. In2003, the domestic and foreign TV shopping giants have brought huge Chinese looking for business opportunities. China has set up Guangzhou "modern home shopping channel", Shanghai "Oriental CJ shopping channel," CCTV "China television shopping channel" and so on, these channels are conscious of it with the TV direct sales separately, to "teach not buy selling" way to sell products. But in twentieth Century90’s TV direct sales "credit crisis" is still seriously restricts the development of TV shopping, how to quickly build domestic TV shopping brand image has become an important task in China TV shopping industry faces.This paper first analyses the related theory of TV shopping, then lists the J shopping company in brand building in question. Then by way of example introduces the successful case of Taiwan Eastern Shopping brand development. Through the analysis of the case that J shopping company in the development of the problem, think about how to adjust measures to local conditions to create local high-quality television shopping brand, and suggestions for J shopping company brand construction suggestions.The first chapter mainly introduces the general TV shopping history, the development of all countries, domestic TV shopping development situation and national brand construction situation.The second chapter mainly elaborates the related concept theory, on TV shopping marketing mode analysis, and put forward the importance of creating the brand of TV shopping.The third chapter mainly introduces the J shopping company according to the present situation and problems of brand.The fourth chapter in Taiwan’s biggest TV shopping Eastern shopping as an example, it introduces its in brand building mainly utilized what means and management measures.The fifth chapter in view of the above examples, combined with the specific circumstances of J shopping company, put forward opinions and ideas for the development of brand of J QVC Company.The sixth chapter conclusion and deficiency.Hope that through this article, make contribution for the healthy development of J company and the domestic TV shopping shopping.