家庭购物营销策略的研究——以天津电视台《天天购物》为例

家庭购物营销策略的研究——以天津电视台《天天购物》为例
摘要
随着我国对电视直销广告的各种法规制定和播出限制，传统的电视购物逐渐退出历史的舞台。以媒体频道作为强大支撑的家庭购物是我国极具前景和市场的电视购物新模式。国内家庭购物的营销模式基本定型，包括产品的采集审核、电视节目的制作、产品功能演说和示范以及最终产品的销售和售后服务保障。这一模式有值得借鉴之处供电视直销和网络购物参照，然而也造成了家庭购物本身发展的局限性。
本文致力于探究天津电视台《天天购物》的营销策略，结合天天购物的SWOT分析以及消费者调查，总结归纳其营销过程中值得学习的经验和存在的问题，提出解决方案，为我国家庭购物产业的发展提供一定的建议和意见。

关键字：家庭购物  天天购物  营销策略 

Study on the Marketing Strategy of TV Shopping
——Taking Tiantian TV shopping Channel As An Example       

The Research Of TV Shopping Strategy                         
——Tiantian TV shopping As An Example

ABSTRACT
With the direct sales of advertising on television and broadcast，a variety of laws and regulations restrict the development of traditional television shopping which is gradually exiting from the historical stage. A media channel as a strong support of the home shopping market in China, and promising new model of television shopping. Marketing model of family shopping in shape, including the acquisition of products reviewed, television production, product features speech and demonstration and, ultimately, product sales and after-sales service guarantee. This mode should learn from TV direct sales and online shopping for the reference, but also led to the development of home shopping their limitations.
This commitment to explore the Tianjin TV every day shopping marketing strategy, combined with SWOT analysis of daily shopping and consumer surveys, summarized the process to learn from its marketing experience and the problems and propose solutions for our home shopping industry development Some suggestions and comments.
Key words: TV Shopping    Tiantian TV Shopping Channel   Marketing Strategy
 

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