好享购物公司多渠道营销策略研究

发布时间：2018-05-28 20:44

本文选题：电视购物 + 直复营销　；参考：《湖南大学》2016年硕士论文

【摘要】：电视购物是媒体零售的一种形式,它通过释放电视、互联网等传统媒体与新媒体的产业属性,把商品信息流、物流和资金流融为一体,成为跨界于媒体与零售两个行业的经营方式。电视购物行业在中国的发展经历了从电视直销为主流到居家购物为主流两个阶段,从简单放任似生长到有组织地建设与管控两个时期。而从经营的表现方式看,电视购物经历了从单一电视渠道营运到整合电视、互联网(PC网页)、电话OB(外呼)、型录、广播、移动互联等多媒体无店铺多渠道并举形态营销发展过程。在这种背景下,研究电视购物的多渠道营销,是一项适应媒体技术发展与零售业发展的整合营销创新行动,通过这种研究并提升其营运质量,对于行业的健康发展和更好满足人们消费兼具较大的经济效应和社会效应。本文通过对中国电视购物领军企业代表好享购物发展过程的介绍与分析,探索电视购物营销的特色:即其存在的形式,发展的挑战,变化的过程,实践的模式,突破的方式。同时,结合国内外电视购物发展的营销模式变迁,尤其是通过国内有代表性的同行经营实践比较,寻找电视购物公司在新的时代背景、市场背景下营销之道。在分析的过程中,本文运用了直复营销理论、客户关系管理理论、全方位营销理论等理论工具,对好享购物的会员体系、营销营运进行深度剖析,并以4C的视角省视好享购物多渠道营销的变迁过程。为了使研究更具有现实性,本文大量的数据与案例都是来自于经营的实战,个中得失非常鲜活,主要以定性方式为研究手段,并试图在具体的经营中以相关的制度设计,流程设计来实践与保障这种探索,寻求实战中的创新与突破。这种电视购物的多渠道营销研究,吻合了信息化时代全方位营销时代扑面而来的趋势。正如营销大师科特勒在这种背景下提出的营销新论,无论是传统的零售行业拥抱电商,还是电商行业向实体回归,或者我们现在津津乐道的线上线下融合,本质上都是技术创新下的渠道创新与渠道融合。因此,这种探索对于零售业来说,应用范围广泛而且意义重大。
[Abstract]:TV shopping is a form of media retailing. By releasing the industrial attributes of traditional media and new media, such as TV, the Internet, and other traditional media, TV shopping integrates the flow of commodity information, logistics and capital. Become cross-border in the media and retail two industries of business. The development of TV shopping industry in China has experienced two stages, from direct selling of TV to shopping at home, from simple and laissez-faire growth to organized construction and control. From the view of the mode of operation, TV shopping has experienced the development process of multi-media and multi-channel marketing from single TV channel to integrated TV, Internet PC web page, telephone OB (external calling, recording, broadcasting, mobile internet) and so on. In this context, the study of multi-channel marketing of TV shopping is an innovative action of integrated marketing to adapt to the development of media technology and retail industry, through which the quality of its operation can be improved. For the healthy development of the industry and better satisfaction of people's consumption, both economic and social effects. Through the introduction and analysis of the development process of TV shopping leading enterprises in China, this paper explores the characteristics of TV shopping marketing: the form of existence, the challenge of development, the process of change, the mode of practice and the way of breakthrough. At the same time, combining the changes of marketing mode of TV shopping development at home and abroad, especially through the comparison of domestic representative peer management practice, to find the marketing way of TV shopping company in the new era background and market background. In the process of analysis, this paper uses direct marketing theory, customer relationship management theory, omni-directional marketing theory and other theoretical tools to analyze the member system and marketing operation of good shopping in depth. And with the angle of view of 4 C, we can see the changing process of multi-channel marketing of shopping. In order to make the research more realistic, a large number of data and cases in this paper are from the operation of the actual combat, the gains and losses are very fresh, mainly qualitative as a means of research, and try to in the specific management with the relevant system design, Process design to practice and guarantee this exploration, seeking innovation and breakthrough in the actual combat. This kind of TV shopping multi-channel marketing research coincides with the trend of all-round marketing era in the information age. As the marketing guru Kotler put forward in this context, whether the traditional retail industry embrace e-commerce, the e-commerce industry to return to the entity, or we are now fond of talking about the online and offline fusion, In essence, it is the channel innovation and channel amalgamation under the technological innovation. Therefore, this kind of exploration to retail industry, the scope of application is extensive and significant.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F721

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