The Exploration And Innovation Of Sales Promotion Jargon Of TV Shopping Channel

2012 China's "terrestrial digital TV broadcast network coverage development plan," the introduction of digital TV ground promotion and application to an unprecedented strategic height,requiring the 2020 national terrestrial digital television broadcast network is basically completed,and marks the ground digital TV has entered the accelerated popularity stage.The world's first TV shopping channel was established in 1986,"Quality"(Quality,Value,Convenience,referred to as QVC),its appearance makes TV shopping turnover soared to 8% of US retail sales.In 1992,China's Pearl River TV first introduced the first domestic TV shopping program,then TV shopping into the rapid development period,but because the program content is too exaggerated the actual effect of the product led to TV shopping lost to people into the decline period.In 2003,China's TV shopping into the transition period,from the original simply put ads into a dedicated ground channel,from the "chaos" gradually into the track to the present prosperity and development.August 1,2006,the People's Republic of China National Press and Publication of Radio,Film and Television,the State Administration for Industry and Commerce of the People's Republic of China issued a ban on television shopping "black five" advertising laws and regulations,which domestic TV shopping The industry is increasingly moving towards a standardized track,and the TV shopping channel is booming.China 's first TV shopping channel "Beijing BTV" was established in 1996,has been 20 years of history.Especially in the December 28,2006 "CCTV as shopping" channel marks the emergence of TV shopping channel has become an indispensable part of television media communication.Compared with the traditional TV shopping,relying on the CCTV brand endorsement of the powerful support of the "CCTV as shopping" has unparalleled trust advantage,with the same large number of TV shopping channel meteoric rise,accompanied by the rapid development of digital television occupation of the TV channel Half of the country.The sale of promotions,since ancient times,people through the currency or in kind to trade their own needs,the premise of this transaction is the need,from both buyers and sellers need to express the need for the carrier is the main study of the promotional language.Promotional TV shopping language belongs to a cross-border interactive language,it is with the shopping experts,manufacturers on behalf of the commercial terms of the formation of cross-integration,whether in language use or in programming settings are different from other areas.In this paper,the TV shopping channel promotion language as the object of study,through the collection of shoppingexperts,manufacturers representatives and friends and friends of the dialogue corpus,as well as shopping shows in the display language and audio language,its scientific analysis of the final show TV shopping Channel program language communication effect maximization.The study is divided into the following four chapters:This paper introduces the research origin,research significance,research status,research content and method,and further puts forward the value and significance of this research on the basis of previous research results.The research methods and contents used in this paper are described in detail.The main content of the first chapter is the interpretation of the TV shopping channel promotional language,the content from the TV shopping channel development overview,definition,broadcast form,dissemination of advantages and development of five aspects to introduce.First of all,it has made a basic introduction and summary of its domestic and international development process,combined with their own understanding and understanding of the definition of TV shopping channel;on this basis,the specific analysis of its broadcast and dissemination of advantages,the advantage is compared to online shopping,TV direct advertising and general advertising in terms of market,television channel itself and the country's increasingly mature environmental needs are constitute the power of TV shopping channel development.The combination of the above-mentioned TV shopping channel this shopping model can not be replaced by the uniqueness,as well as the future can be more vigorous development reasons.The second chapter is mainly for the TV shopping channel promotional language form of deconstruction.Respectively,mainly to the human voice,the main screen,sound,supplemented by three aspects of analysis.The first section of this chapter is intended to clarify the concept of promotional language.The second section is from three forms to specifically deconstruct the TV shopping channel promotional language.The first is the analysis of the characteristics of human voice.Followed by the analysis of the picture,because the TV shopping channel program mainly rely on live broadcast in the form of promotional activities,so in this part is the first for the live picture of the screen design analysis.TV shopping channel program on the screen and other television programs is the most obvious difference is the picture-in-picture micro-information bar settings show,which is a lot of entertainment programs in imitation of shopping programs in the most commonly used method;and the screen color is the picture language An important part of the consumer's naked eye for the color of the screen recognition and sensory sometimes directly determine whether they buy promotional items,and shopping programs also hope that through the color of the screen set to affect the consumer's final decision.Finally,the sound is used as a supplement to the promotional language,summed up its type,it is analyzed by the real-time effect.The third chapter is a television shopping channel promotional language communication effect of a survey,through the male and female response to the promotion of language differences,different age groups for the acceptance of the promotional language,no purchase behavior for the promotion of language and other issues The results of mutual evidence,etc.,more in-depth,detailed understanding of the TV shopping channel promotional language for the public's real impact,it is this article "cross-border" approach to the key research.This chapter will be the commercial areas of promotional methods and television media communication methods cross integration,not only opened up a vision,divergent thinking,expanded the scope of the study,so that the topic of research more scientific and effective.The fourth chapter in the TV shopping channel promotion language analysis and research,focusing on the TV shopping channel rely on the transmission of television media advantage.In the further study of the characteristics of the TV shopping channel promotional language,as well as its specific impact on the consumer,the TV shopping promotional language set the pattern of change and development of the proposed recommendations and programs,as well as the limitations of research and follow-up Research recommendations.