The Research Of Development Strategy Of Happigo Co., LTD In2014-2016

With the rise in the domestic TV shopping, radio and television organizations around the country have set up TV shopping channels, television shopping industry usher in a new round of boom. Looking at the domestic infomercials, most lack the unique positioning and characteristics, the resulting consequences naturally of homogeneous competition. The cause of this phenomenon is that the lag and lack of TV shopping related theories. From the point of existing research, few researchers carefully, systematically summarize, sum up the success stories of TV shopping, TV shopping companies for strategic guidance and planning theory research is rare. In recent years, as a leader in TV shopping, Happigo in the television shopping industry has been at the core position, in the face of increasingly fierce competition and technological innovation and continuous development of the situation, Happigo share what other difficulties faced? How perfect solution to these problems? Other TV shopping and what inspired the entire industry? These are worthy of our depth investigating. In view of this, the paper selected by Happigo for the study, the analysis of their faces, the external environment, based on the summary, to extract the other corporate strategic management methods and tools for their own enterprises and the whole set of TV shopping.Firstly, the text uses the PEST analysis to analyze the Happigo’s external factors such as competitive factors, market size and structure factors. Then it analyzes the Happigo’s internal factors such as business structure and organizational ability. By analyzing the internal environment, the Happigo will recognize its strengths, weaknesses, opportunities and threats. On this basis, it develops the company strategic planning and strategic under the new situation and makes the goals into short, medium and long term goals. After insuring the planning goals, it provides strategic leverage key initiatives and innovative marketing strategies such as business restructuring, retail media strategy constructing, Database marketing expanding and mobile internet promotion. Based on the results of SWOT analysis, it starts to establish a strategic evaluation index system and builds the Key Performance Indicator system which provide an effective tool for the company’s strategic planning and evaluation.Finally, during a series of qualitative and quantitative analysis, based on the decomposition of the target-based planning, implementation of the recommendations put forward Happigo to buy the company’s strategic development, clearly Happigo to buy the business structure should accelerate the development of retail and other media, database marketing, mobile Internet while for the SWOT analysis, focusing on the overall strategic evaluation of the company, through the establishment of the Balanced Scorecard KPI indicator system for the company to provide effective strategic planning and evaluation tools.