中国中小城市电视购物营销策略研究

发布时间：2018-03-18 13:11

本文选题：电视购物　切入点：营销策略　出处：《安徽大学》2013年硕士论文　论文类型：学位论文

【摘要】：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广告以及相应的热线电话号码,以销售产品。在营销和广告收入方面具有不可替代的优势。同时,由于监管不力的法制环境,传统电视购物出现了诸如虚假宣传,质量缺乏保障,售后服务措施不完善等致命问题,电视购物节目逐渐失去它的受众群,日渐衰落。因此,对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的研究,但他们的研究是宏观的,他们更多的是侧重对央视、卫视购物的研究。本文基对电视购物的深入了解,对中国中小城市电视购物的现状及营销策略进行了深入的分析。本文第一部分重点论述了研究的背景、思路、方法、创新点。第二部分对电视购物及其发展状况进行了阐述,对电视购物与广告进行了区分,并分国外电视购物和国内电视购物对电视购物的发展概况进行了总结。第三部分对电视购物的三种营销模式即直复营销模式、家庭购物频道商业模式、产业链合作发展模式进行了分析,并总结其优点和缺点。第四部分对中国中小城市电视购营销存在的问题及原因进行了分析,指出了其存在的诸如投资者信心不足、商品投放定位不准等问题。在接下来的第五部分、第六部分、第七部分中,笔者先分析了美国、韩国、湖南的快乐购物等成功营销案例,再用SWOT理论对中国中小城市电视购物的优势、劣势、机会、威胁进行了深入的分析,最后用4C营销组合策略对中小城市电视购物营销策略进行了设计。在第九部分,笔者对中小城市电视购物的发展提出了合理的建议,望能给中国中小城市电视购物的发展带来一定的参考价值。
[Abstract]:As one of the products of the TV industry competition, TV shopping through the television media to the broad audience of commodity information advertising and the corresponding hotline number, In order to sell products, there is an irreplaceable advantage in marketing and advertising revenue. At the same time, due to the legal environment of weak supervision, traditional TV shopping has appeared such as false propaganda, lack of quality assurance, As the after-sales service measures are not perfect and other fatal problems, TV shopping programs gradually lose their audience, and gradually decline. It is necessary to study the marketing strategy of TV shopping. Many domestic experts have realized the importance of TV shopping to the development of TV, and carried on the thorough research to the television shopping, but their research is macroscopic. They are more focused on CCTV, Satellite TV shopping research. Based on the deep understanding of TV shopping, this paper analyzes the current situation and marketing strategy of TV shopping in small and medium-sized cities of China. The first part of this paper focuses on the background, ideas and methods of the research. The second part expounds TV shopping and its development, and distinguishes TV shopping from advertising. The third part summarizes the three marketing modes of TV shopping, that is, direct marketing mode, family shopping channel business model, domestic TV shopping and domestic TV shopping. This paper analyzes the development mode of industrial chain cooperation, and summarizes its advantages and disadvantages. Part 4th analyzes the problems and causes of TV purchase and marketing in small and medium-sized cities in China, and points out its existence, such as lack of investor confidence. In the following 5th parts, 6th parts, 7th parts, the author first analyzes the successful marketing cases of happy shopping in the United States, South Korea, Hunan, etc. Then the paper analyzes the advantages, disadvantages, opportunities and threats of TV shopping in small and medium-sized cities of China with SWOT theory. Finally, it designs TV shopping marketing strategies in small and medium-sized cities with 4C marketing combination strategy. Part 9th, The author puts forward some reasonable suggestions for the development of TV shopping in small and medium-sized cities and hopes to bring some reference value to the development of TV shopping in small and medium-sized cities in China.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G220;F274

【参考文献】