嘉丽购物频道差异化营销研究

发布时间：2018-05-29 19:26

本文选题：电视购物频道 + 嘉丽购　；参考：《湖南师范大学》2015年硕士论文

【摘要】：电视购物是指以电视为媒介的购物消费方式,是一种无店铺新型零售业。随着我国经济的快速发展以及国家对电视购物产业的规范和治理,专业的电视购物频道在电视购物产业中已占据主导地位,对拉动国内需求、刺激居民消费起到了积极作用。目前,购物频道之间同质化竞争愈演愈烈,不但销售的商品大同小异,而且节目形式上也没有明显差异,给观众一种千人一面的感觉,这个问题已经严重影响和制约电视购物频道的健康发展。特别是对于播出受到地域限制的区域性购物频道来说,面对同质化竞争的压力,生存环境越来越恶劣,如何生存并可持续发展,这不仅是嘉丽购必须解决的难题,同时也是其他区域性购物频道要认真研究的战略课题。本文尝试将差异化营销理论与定位理论相结合,探讨嘉丽购如何夯实差异化定位与经营,识别目标消费人群,界定其应聚焦的核心品类,并就品牌、促销、产品、服务及渠道这五个方面对其差异化营销策略进行研究和阐述,如此形成自身的核心竞争力,从而突破同质化竞争的包围,为区域购物频道的生存和发展提出一些建设性的意见和建议。
[Abstract]:TV shopping refers to the consumption mode of TV shopping, which is a new type of retail business. With the rapid development of our economy and the national regulation and governance of TV shopping industry, professional TV shopping channels have played a leading role in TV shopping industry, which has played a positive role in stimulating domestic demand and stimulating residents' consumption. At present, the competition between shopping channels is becoming more and more homogeneous. Not only are the products sold in the same way, but also there is no obvious difference in the form of the program, giving the audience a feeling of a thousand people. This problem has seriously affected and restricted the healthy development of TV shopping channels. Especially for the regional shopping channels, which are subject to regional restrictions, facing the pressure of homogenous competition, the living environment is getting worse and worse. How to survive and develop sustainably is not only a difficult problem that Carlisco must solve. At the same time is also other regional shopping channels to seriously study the strategic topic. This paper attempts to combine the theory of differential marketing with the theory of positioning, to discuss how to consolidate the differentiation positioning and management, identify the target consumers, define the core categories that should be focused on, and discuss the brand, promotion, products, etc. In order to form its core competitiveness and break through the encirclement of homogeneous competition, this paper studies and expounds its differentiated marketing strategy from five aspects: service and channel, so as to form its own core competitiveness. Put forward some constructive suggestions and suggestions for the survival and development of regional shopping channels.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F274

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