东方购物的营销传播研究
发布时间：2018-12-20 07:48
【摘要】：随着信息技术的发展,人们的生活方式发生了巨大的变化。电视购物作为无店铺零售的一种模式,将媒体和商品零售相结合,利用媒介渠道传递信息,消费者订购后再提供上门配送的服务。这种足不出户的购物模式带给了消费者全新的购物体验。 电视购物最早出现在美国,并迅速获得市场认同。随后,电视购物又在欧洲、日韩等亚太地区获得了广泛成功。中国国内的电视购物虽然起步较晚,其采用的新型营销传播模式,改变了传统广电集团单纯依靠广告招商、节目售卖等的创收形式,成为了中国广电产业的第三大收入支柱。然而国内电视购物的发展却一直伴随着监管和社会舆论的诸多质疑和非议。如何让消费者重拾信心,如何建立健康的成长模式?对于当下国内的电视购物来说都是亟待解决的问题。 东方购物在中国电视购物市场上占领先地位,在其市场拓展过程中,积累了甚为丰富的经验,也渐渐摸索出一个有效的市场经营路径。本报告以东方购物为研究对象,从营销传播角度,提炼东方电视购物的这成功经验,并尝试探讨东方购物的营销传播模式。 本报告绪论部分主要对研究背景、研究意义进行了阐述。并回顾了相关文献和理论思想,主要包括电视购物研究和营销传播研究。并在此基础上,提出了本报告主要研究问题。 第二部分对电视购物进行了界定,介绍了电视购物的业务模式和国内外电视购物发展的过程及现状。 第三部分深度解析东方购物的营销传播,包括客户识别和评估、营销传播环境分析、营销传播策略设计安排、信息规划及激励、营销传播执行和效果评估等环节。提炼东方购物营销传播的经验,探索其营销传播模式的内涵。 第四部分分析东方购物营销传播过程中的优劣得失,提出相应的破解路径。 最后结语部分对本报告主要研究问题进行了总结。揭示东方购物的样本意义,明确其应用边界。
[Abstract]:With the development of information technology, great changes have taken place in people's way of life. As a mode of non-store retailing, TV shopping combines media with commodity retailing, transmits information through media channels, and then provides door-to-door distribution service after consumers order. This kind of shopping mode has brought new shopping experience to consumers. Television shopping first appeared in the United States, and was quickly recognized by the market. Subsequently, TV shopping in Europe, Japan and South Korea and other Asia-Pacific region has been widely successful. Although the domestic TV shopping in China started relatively late, the new mode of marketing and communication adopted by it has changed the traditional radio and television group's income forms, which rely solely on advertising to attract merchants and sell programs, and has become the third major revenue pillar of China's radio and television industry. However, the development of domestic TV shopping has been accompanied by many questions and criticism of supervision and public opinion. How to restore consumer confidence, how to establish a healthy growth model? For the current domestic television shopping is an urgent problem. Oriental shopping occupies a leading position in China's TV shopping market. In the process of its market expansion, it has accumulated rich experience and gradually found out an effective market management path. This report takes Oriental shopping as the research object, from the angle of marketing communication, abstracts this successful experience of Oriental TV shopping, and tries to explore the marketing communication mode of Oriental shopping. The introduction of this report mainly describes the background and significance of the research. And reviewed the relevant literature and theoretical ideas, mainly including television shopping and marketing communication research. On this basis, the main research problems of this report are put forward. The second part defines the TV shopping, introduces the business model of TV shopping and the development process and current situation of TV shopping at home and abroad. The third part deeply analyzes the marketing communication of Oriental shopping, including customer identification and evaluation, marketing communication environment analysis, marketing communication strategy design arrangement, information planning and incentive, marketing communication execution and effect evaluation and so on. Abstract oriental shopping marketing communication experience and explore the connotation of its marketing communication mode. The fourth part analyzes the advantages and disadvantages in the process of Oriental shopping marketing communication, and puts forward the corresponding crack path. Finally, the conclusion summarizes the main research problems of this report. Reveal the sample significance of Oriental shopping, clear its application boundary.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G229.2-F
本文编号：2387675
[Abstract]:With the development of information technology, great changes have taken place in people's way of life. As a mode of non-store retailing, TV shopping combines media with commodity retailing, transmits information through media channels, and then provides door-to-door distribution service after consumers order. This kind of shopping mode has brought new shopping experience to consumers. Television shopping first appeared in the United States, and was quickly recognized by the market. Subsequently, TV shopping in Europe, Japan and South Korea and other Asia-Pacific region has been widely successful. Although the domestic TV shopping in China started relatively late, the new mode of marketing and communication adopted by it has changed the traditional radio and television group's income forms, which rely solely on advertising to attract merchants and sell programs, and has become the third major revenue pillar of China's radio and television industry. However, the development of domestic TV shopping has been accompanied by many questions and criticism of supervision and public opinion. How to restore consumer confidence, how to establish a healthy growth model? For the current domestic television shopping is an urgent problem. Oriental shopping occupies a leading position in China's TV shopping market. In the process of its market expansion, it has accumulated rich experience and gradually found out an effective market management path. This report takes Oriental shopping as the research object, from the angle of marketing communication, abstracts this successful experience of Oriental TV shopping, and tries to explore the marketing communication mode of Oriental shopping. The introduction of this report mainly describes the background and significance of the research. And reviewed the relevant literature and theoretical ideas, mainly including television shopping and marketing communication research. On this basis, the main research problems of this report are put forward. The second part defines the TV shopping, introduces the business model of TV shopping and the development process and current situation of TV shopping at home and abroad. The third part deeply analyzes the marketing communication of Oriental shopping, including customer identification and evaluation, marketing communication environment analysis, marketing communication strategy design arrangement, information planning and incentive, marketing communication execution and effect evaluation and so on. Abstract oriental shopping marketing communication experience and explore the connotation of its marketing communication mode. The fourth part analyzes the advantages and disadvantages in the process of Oriental shopping marketing communication, and puts forward the corresponding crack path. Finally, the conclusion summarizes the main research problems of this report. Reveal the sample significance of Oriental shopping, clear its application boundary.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G229.2-F
【参考文献】
中国期刊全文数据库 前3条
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2 初广志;;整合营销传播在中国的研究与实践[J];国际新闻界;2010年03期
3 田恒;;国内电视购物产业发展的现状及对策[J];特区经济;2009年01期
，本文编号：2387675
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