Research On Optimizing The Marketing Channels Of Happigo

China TV Shopping starts from the 90’s of last century, after a long time development with chaos and disorder, recently, it is finally back on track gradually under the efforts from all the parties. Now, the Happigo Co.,Ltd, who is established in 2006, represents the home TV shopping business, has gradually become the mainstream of Chinese TV shopping industry. Meanwhile, as a new born industry in Chinese TV shopping industry, Happigo Co.,Ltd developed rapidly and has surpass the traditional TV distributors. The difference in business model betw een Happigo Co.,Ltd TV shopping and traditional TV shopping support it rise sharply in this industry.By analyzing the current situation and problem analysis of Happigo Co.,Ltd, this paper is trying to show the achievement from the newly created business m odel and the deep-seated reasons of this company. This paper has used integrated various theories of marketing, and with a lot of reading about the basis of the theoretical literature, combined with the actual situation and the characteristics of the indus try development. This paper analyses the business model of Happigo Co.,Ltd from few angle, such as: strategic positioning, customer choice, value capture, value of construction, the value of maintaining. Then, analyses the operational performance of Happigo Co.,Ltd from different angels, such as: its scale, network, brand and its position. It also analyses that there’s still some problem in some areas, such as trust, scale, marketing, alliances, products, personnel and so on. And finally, as to these problems, this paper, based on current industry developments and related policy requirements, combined with the company’s own characteristics, is trying to provide some competitive and sustainable solution for Happigo Co.,Ltd.This paper attempts to study the marketing program of TV-shopping, hoping that it could enrich some development strategy for Happigo Co.,Ltd, deepen and develop the marketing theory for Happigo Co.,Ltd. With the basic marketing theory and methods, plus the competition characteristics of TV shopping market, to make and implement the marketing program for Happigo Co.,Ltd, so as to effectively guide and promote the marketing program implementation for Happi-Go. Also, this paper, as a theory and practice reference, it helps to speed up the management performance for Happigo Co.,Ltd, and lay a solid foundation for supporting Happigo Co.,Ltd to realize the billions strategic objectives.