快乐购物股份有限公司销售渠道改进策略研究

发布时间：2018-06-19 02:13

本文选题：快乐购 + 电视购物　；参考：《湖南大学》2015年硕士论文

【摘要】：电视购物频道作为一种新型的现代零售业模式,是传统电视购物模式的拐角点,同时也是现代传媒与零售业相结合的零售业新型业态,是把电视媒体从单纯的广告信息传播媒介提升为庞大产业链条中的重要一环。电视购物作为电视行业竞争的产物之一,它通过电视媒体向广大受众发布商品信息的节目,以及相应的热线电话号码,以销售产品。同时,由于网络购物和手机购物的发达,电视购物面临着越来越激烈的竞争,怎么样扩展自身渠道,对于电视购物营销策略研究具有其必要性。国内有不少专家已经认识到电视购物对电视发展的重要性,并对电视购物进行了深入的研究,但他们的研究是宏观的,而且主要是针对运营模式和营销策略的研究,专注于销售渠道的研究还有很大的研究空间。本文以快乐购物股份有限公司为研究对象,运用渠道管理理论的基本模型和分析方法,旨在为公司研究和制定销售渠道的改进策略。首先,本文分析了研究背景、意义、理论基础和国内外研究现状。接着,本文分析了快乐购物股份有限公司的基本情况和环境因素,包括PEST分析和SWOT分析,以此来明确公司所处环境要素对渠道选择的影响,还详尽描述了目前快乐购物股份有限公司的销售渠道现状并分析了目前渠道存在的相关问题。然后,本文从快乐购物股份有限公司销售渠道改进的原则、目标、思路和模式的基础上又阐述了相关的改进策略内容。最后,确定了快乐购物股份有限公司业务优化方案的具体实施,其中包括实施计划、实施保障和预期实施效果。通过本文研究,希望能对整个产业的发展方向和竞争格局有一个清晰的认识,并对快乐购物电视购物公司未来渠道发展战略以及各个部门的工作提出有建设性、可操作性和具有实际指导意义的建议。
[Abstract]:As a new type of modern retail mode, TV shopping channel is the corner of traditional TV shopping mode, and it is also a new type of retail industry which combines modern media and retailing. It is an important link to promote TV media from simple advertising information media to huge industrial chain. TV shopping, as one of the products of TV industry competition, distributes the program of commodity information to the broad audience through the television media, and the corresponding hotline telephone number, in order to sell the products. At the same time, with the development of online shopping and mobile phone shopping, TV shopping is facing more and more fierce competition. It is necessary to study TV shopping marketing strategies how to expand its own channels. Many domestic experts have recognized the importance of TV shopping to the development of television, and have carried out in-depth research on TV shopping, but their research is macro, and is mainly aimed at the research of operation mode and marketing strategy. There is still a lot of room for research focused on sales channels. This paper takes Happy Shopping Co., Ltd. as the research object, uses the basic model and the analysis method of the channel management theory, aims to study and formulate the improvement strategy of the sales channel for the company. First of all, this paper analyzes the background, significance, theoretical basis and domestic and foreign research status. Then, this paper analyzes the basic situation and environmental factors of Happy Shopping Co., Ltd., including pest analysis and SWOT analysis, in order to clarify the impact of the company's environmental factors on channel selection. It also describes the current situation of the sales channel of Happy Shopping Co., Ltd. and analyzes the problems existing in the channel. Then, based on the principles, objectives, ideas and models of the sales channel improvement of Happy Shopping Co., Ltd. Finally, the detailed implementation of the business optimization scheme of Happy Shopping Co., Ltd. is determined, including the implementation plan, the implementation guarantee and the expected implementation effect. Through the research of this paper, I hope to have a clear understanding of the development direction and competition pattern of the whole industry, and put forward constructive suggestions to the future channel development strategy of happy shopping and TV shopping company and the work of various departments. Operable and practical suggestions.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.2

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