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
关键词:电视购物;营销策略;营销模式;4C组合策略
Abstract
TV shopping as one of the products of the TV industry competition,it is to a large
audience through the television media advertise commodity information and
corresponding hotline telephone number, in order to sell products. In terms of
marketing and advertising revenue has irreplaceable advantages. At the same time,
because of poor supervision of legal environment, the traditional television shopping
appeared, such as the false propaganda, the lack of quality guarantee, perfect
after-sale service measures etc fatal problems, TV shopping has gradually lost its
audience, decline. Therefore, the TV shopping marketing strategy research has its
necessity. Domestic many experts have realized the importance of TV shopping on
TV development, and the TV shopping has carried on the thorough research,but their
research is the macro, they are more focused on the study of CCTV,satellite TV
shopping. In this paper, based on the deep understanding of the TV shopping, TV
shopping in small and medium-sized Chinese cities of the present situation and
carried on the thorough analysis of the marketing strategy. The first part of this article
mainly discusses the research background, train of thought, method,innovation points.
The second part of TV shopping and its development status, to distinguish, TV
shopping and advertising and foreign TV shopping and domestic TV shopping,
summarizes the general situation of the development of TV shopping. Three
marketing mode of the third part of TV shopping (straight after marketing model,
home shopping channel business model and industry chain cooperation development
mode are analyzed,and summarizes its advantages and disadvantages. Part iv TV
purchase and marketing problems of small and medium-sized cities in China and their
causes are analyzed, and pointed out the existence of such as investors lack of
confidence, goods delivery location are not allowed to issue. In the fifth part, part 6
and part 7,the author first analyzes the United States,South Korea and other
marketing success stories, hunan happy shopping, then use SWOT theory to China's
small and medium-sized cities TV shopping of strengths, weaknesses, opportunities,
threats,carried on the thorough analysis, and finally use 4 c marketing mix strategy
for small and medium-sized city TV shopping marketing strategy has carried on the
design. Small and medium-sized cities in the ninth part, the author of TV shopping
development put forward reasonable Suggestions, in hopes to China's small and
medium-sized cities bring certain reference value for the development of TV
shopping.
Key words: TV shopping; Marketing strategy; Marketing model; 4 c combination
strategy
第一章绪论
一、研究背景
电视购物作为一种的新型的商品零售业模式,它是一种通过电视向大家推广
产品的全新营销方式。这种营销方式的最终目的是让商品得到大众的认可并让大
家购买商品,从而获取巨额利润。电视购物诞生以来,它不断地带来新的经济增
长点。据统计,美国的电视购物占到商品零售总额的8%以上,而韩国的电视购物
则占到零售总额的10%左右。在我国,2005年的电视购物盈利额达73亿元。电视
购物创造了商品零售业的神话,并成为了电视台的“摇钱树”。它在零售业中表
现出有增无减的趋势。据《2012-2015年电视购物行业投资策略分析及前景咨询
预测报告》预测未来整个中国在五年之间电视购物的规模会达到3000亿到5000
亿元,将会出现某个电视台单一产值达到1000亿元。1如此巨大的经济商机和优
厚的利润空间使我国各个电视台竞相创办电视购物频道,一时电视购物争风斗
艳,迅速成为各电视台的新宠。从1992年广东珠江台率先推出电视购物节目——
“美的精品TV特惠店”到现在,我国的电视购物节目多达1000多家
电视购物的迅速发展,给各电视台带来了巨大的经济效益,但在赢得暴利的
同时,电视购物却因为一系列的原因而走进衰落,尤其是在监管不力的法制环境
下,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。央视在新闻里以“2克拉钻仅值998元电视购物忽悠人”为题对电视
直销虚假广告进行曝光,观众对电视购物的热情急剧消减,电视购物再次成为热
门话题。国家广电总局、国家工商总局发联合通知:所有广电播出机构暂停播出
介绍药品、医疗器械、丰胸、减肥、增高产品的电视购物节目。电视购物呈现了
低谷状态
此外,我国电视购物的发展大部分集中于上海、北京、广州等大城市,而中
小城市对电视购物的重视度不够,电视购物在中小城市(本文所研究的中小城市
是指除大城市、省会城市外的地级市、县,这些中小城市的人口通常在100万以
下)的发展仅局限于推销商品,而并没有综合的利用电视的特性,把电视购物作