j电视购物频道品牌建设策略分析

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1、万方数据AbstractWiththedevelopmentofdigitalmedia,avarietyofprofessionalehatmelsupand,inchangedpeople。Swayoflifeatthesametime，alsogavebirthtotheriseisknown笛”thethirdrevolution'’oftheretailindustryofTVshoppingchannel．TVshoppingoriginatedintheAmerican,developmenthasbeen30yearsofhistory．Thelastcentu

2、ry90’SthatremainwithindoorsalsocanrelaxedshoppingTVsalesmethodsalsodevelopsrapidlyinourcountry,itmeaIistheaudience。Scuriosityandconsumptionimpulsewonhugeprofitsintheearlystageofdevelopment．Butbecauseofthelackofsupervisionoftheindustryaccessthresholdistoolow,atimeofdragonsandfishesjumbledtoge

3、therTVshoppingindustry,toencountertheseriouscrisisoftrust。Attheendof2000，70％ofthedomesticQVCCompanydeclaredbankruptcy,greatlytotalindustryrevenuesshrink．By2003，thedomesticnormalbusinessQVCCompanyisonly31，lessthan700000000yuanofthescaleofbusiness．TVshoppingindustryisonthevergeofextincfion．Whi

4、lethepublicforTVdirectsalesfearatthesametime，another”newTVshoppingmodeownedmediatodeveloptheirown”isquietlyaffectourcountry’STVshoppingindustry．In2003，thedomesticandforeignTVshoppinggiantshavebroughthugeChineselookingforbusinessopportunities．ChinahassetupGuangzhou”modernhomeshoppingchannel”，

5、Sh衄曲aj”OrientalCJshoppingchannel，”CCTV”Chinatelevisionshoppingchannel”andSOon,thesechannelsareconsciousofitwiththeTVdirectsalesseparately,to”teachnotbuyselling”waytosellproducts．ButintwentiethCentury90’STVdirectsales”creditcrisis”isstillseriouslyrestdctsthedevelopmentofTVshopping，howtoquickl

6、ybuilddomesticTVshoppingbrandimagehasbecomeanimportanttaskinChinaTVshoppingindustryfaces．ThispaperfirstanalysestherelatedtheoryofTVshopping，thenliststheJshoppingcompanyinbrandbuildinginquestion．ThenbywayofexampleintroducesthesuccessfulcaseofTaiwanEasternShoppingbranddevelopment．ⅡI万方数据Through

7、the趾alysisofthecasethatJshoppingcompanyinthedevelopmentoftheproblem，thinkabouthowtoadjustme．f1．gul"estolocalconditionstocreatelocalhigh—qualitytelevisionshoppingbrand,andsuggestionsforJshoppingcompanybrandconstructionsuggestions．Thefirstchaptermain