本研究在国内外渠道管理文献综述的基础上通过渠道成员选择、渠道控制、
渠道冲突、渠道评估及渠道激励五个方面着手，构建电视购物渠道管理模型，以
浙江瑞昶实业有限公司为例，从渠道五个方面对电购渠道出现的问题进行了阐
析，通过对电购渠道管理现状和问题进行了分析研究，从而对该公司在电视购物
渠道管理优化提供了参考意见。浙江瑞昶实业有限公司的电视购物渠道冲突具有
服饰行业电视购物渠道冲突的代表性。因此，对浙江瑞昶实业有限公司电视购物
渠道管理中的问题提出合理的解决方法和策略能够为其他企业电视购物渠道管
理提供借鉴和启示。
关键词：渠道管理；电视购物渠道；渠道优化；渠道评估
Abstract
Under China's current environment, competition in the industry and between the
industry more competitive, growing materials, labor costs and increasingly expensive
channel resources placed in front of businesses. The face of competition, the
enterprise which one control the channels, to seize the market, to achieve maximum
benefit. How to successfully develop new channels to enhance channel management,
and get new business opportunities, to become a more valued business development
direction, the face of the new channel expansion occurred during the various conflicts
and problems, timely and effective channel selection and evaluation of channel
members , channel incentives is vital.
On the basis of management literature review on the domestic and international
channels through the channel member selection, channel control, channel conflict,
channel assessment and channel incentives in five aspects, to build a TV shopping
channel management model to Zhejiang ruichang Industrial Co., Ltd., for example,
through the analysis of TV shopping channel problem exists within the company for
the TV shopping channel system status and channel management issues were
analyzed, so the company's TV shopping channel management to optimize the advice
provided. TV shopping channel conflict Zhejiang ruichang Industrial Co., Ltd.
Zhejiang apparel industry representative television shopping channel conflict.
Therefore, Zhejiang ruichang Industrial through Co., Ltd on TV shopping channel
management issues put forward reasonable solutions and strategies to provide
reference and inspiration for other companies television shopping channel
management.
Key Words: Channel Management; TV Shopping; Channel optimization; Channel
Incentives
==>>