【作者】 邱剑；

【导师】 蔡骐；

【作者基本信息】 湖南师范大学 ， 传播学， 2007， 硕士

【摘要】 电视购物作为一种全新的无店铺零售形态最早是在美国出现的，至今已有40多年的历史，已成为世界零售业中一支不可忽视的力量。上个世纪九十年代，它登陆中国成为中国消费者的新选择，发展至今，全国已有400多家电视购物公司，近十家电视购物频道，年营业额近30亿元人民币。正是在这一背景下，电视购物进入了研究者的视野。虽然它在国外有着非常辉煌的业绩，但是，进入中国后，也曾出现过一段时间的水土不服，作为一个正在发展中的行业，它的发展方向、战略及未来是目前所有电视购物经营者所迫切关心的话题。湖南电视购物频道以日营业额150万人民币的傲人业绩成为这个行业的佼佼者，它采用的是直播、网络配套和全国连锁的运营模式，然而，这种运营模式是不是最适应中国市场现状的最科学的模式?这个模式还有没有需要改进的地方?与它的竞争对手相比较，它是否存在决胜市场的竞争优势?本文旨在从传播学、零售学和市场营销学的视角对其进行实证研究，通过文献分析、实地考察和消费者调查为这些问题一一找出答案。论文分五个部分进行阐述：第一部分是引言，介绍了本文的研究缘起和意义所在，并概述相关研究成果。第二部分是电视购物在国内外的发展历史和现状介绍。第三部分是湖南电视购物频道运营模式分析，介绍它的组织框架、目标市场、发展战略和营销体系，并从产品开发、节目制作和播出、呼叫中心、客户服务、物流配送和金流等方面对其采用的运营模式进行分析。第四部分是湖南电视购物频道竞争优势分析，本文借助五力竞争模型、SWOT和策略矩阵分析模型进行分析，并将其与处不同层面的竞争对手进行比对性分析。第五部分是关于湖南电视购物频道的实证研究，通过对市场调查得到的相关数据进行分析，得出湖南电视购物频道的真实运营状况，并揭示它在消费者心目中的位置。更多还原

【Abstract】 As a brand-new shop-free retail sale, TV shopping generallyoriginates from America. With a development of more than 40 years, nowit has become a great power that we cannot ignore for retail sale allaround the world. Since the 1990s when TV shopping emerged as a newchoice for Chinese customers, it has enjoyed an agreeable environment.Nowadays there are more than 400 companies and nearly 10 channels forTV shopping in China, and annual sales turnover hits nearly 3 billionRMB. Innumerable researches have been attracted to delve into this hotflush. TV shopping has enjoyed whirl-away achievements in foreigncountries, however in China, it suffered a transitional low tide. As adeveloping industry, development direction, strategy and futureprosperity of TV shopping are in center of all its proprietors’ concernscurrently.Owing to the excellent operation mode which distinguishes itselfwith live broadcast, network complementation and national chain, HunanTV Shopping Channel is cream of the industry with daily turnover up to1.5 million RMB. Does this indicate she has adopted the most scientificroad? Is that the most suitable for Chinese market? Is there anything forimprovement? Does she have absolute market advantage over her rivals?This article analyze fiom multi-angles such as mass communication,retailing, marketing, and tries to find the answers via document research,site observation and customer investigation, etc. The article may bedivided into five parts:Part I. Introduction. It generally explains why the author chose thisresearch subject, tells its significance and introduces relativeachievements.PartⅡ. It introduces development history and current status of TVshopping at home and abroad. PartⅢ. Analysis of Hunan TV Shopping Channel’s operation mode.Taking the organization frame, target market, development strategy anddistribution system as the breakthrough point, It gives a presentation ofHunan TV Shopping Channel. Meanwhile, the operation mode isanalyzed in various aspects such as product development, programmingand broadcast, call center, customer service, logistics, capital flow, etc.PartⅣ. Analysis of competitive advantage of Hunan TV ShoppingChannel. On the strength of Five Force Model, SWOT and MatrixAnalysis Model, it is researched via comparison with all other layers.PartⅤ. Empirical study of Hunan TV Shopping Channel. It is toinvestigate her actual operation condition, public identification,advantages and disadvantages via marketing investigation and statisticsanalysis.更多还原