The Research On Multi-channel Marketing Strategy Of Enjoy Shopping Co.Ltd

TV shopping is a form of media retailing,integrating commodity information flow,logistics and capital flow through releasing the industrial property of traditional media including TV and Internet,etc.,as well as new media,which has become an operation method crossing media and retailing industries.TV shopping in China has transformed from the mainstream of TV direct sales to home shopping,and from free growth to well-ordered construction and control.In terms of the demonstration method of operation,TV shopping has witnessed the evolution from single TV channel operation to the marketing development process of multi-media,zero-store and multi-channel including integrated TV,internet(PC website),Outbound,catalogue,broadcasting,and mobile connect,etc.Under such landscape,investigating the multi-channel marketing of TV shopping represents an integrated marketing innovation move adjusting to media technology development and retailing development,which improves its operation quality,and embraces social and societal benefits for the healthy development of this industry and can better satisfies consumption demand.This essay explores characteristics of TV shopping by means of introduction and analysis of the development process of China's leading TV shopping enterprises;i.e.,its existence form,challenges of development,the procedure of transformation,models of practice,as well as forms of breakthrough.Meanwhile,combining the evolution of TV shopping marketing model at home and abroad,especially through comparing with representative peer operation practice,it aims to find out the marketing roadmap of TV shopping under new background.In the process of analysis,this essay applies theoretical tools of direct marketing,customer relationship management,and comprehensive marketing,etc.,to conduct in-depth analysis on the membership system and marketing operation,etc.,and interpretthe transformation process of the multi-channel marketing from the view point of 4C.In order to enable the research more realistic,substantial data and cases of this essay derive from practices of operation.This essay also employs qualitative research as the main method,and tries to guarantee such exploration via relevant mechanism design and to seek innovation and breakthrough in practice.This multi-channel marketing research of TV shopping aligns the trend ofinformation era and comprehensive marketing era.As proposed by the marketing master Kotler under such background,the new marketing theory represents channel innovation and channel integration by nature,no matter traditional marketing industry embracing e-commerce,e-commerce returning to the physical industry,or the well-discussed O2 O integration.Thus the application range of such exploration is widespread and significant for the retailing industry.