本文選題：電視購物頻道 + 嘉麗購��； 參考：《湖南師范大學》2015年碩士論文

【摘要】：電視購物是指以電視為媒介的購物消費方式,是一種無店鋪新型零售業(yè)。隨著我國經(jīng)濟的快速發(fā)展以及國家對電視購物產(chǎn)業(yè)的規(guī)范和治理,專業(yè)的電視購物頻道在電視購物產(chǎn)業(yè)中已占據(jù)主導地位,對拉動國內(nèi)需求、刺激居民消費起到了積極作用。目前,購物頻道之間同質(zhì)化競爭愈演愈烈,不但銷售的商品大同小異,而且節(jié)目形式上也沒有明顯差異,給觀眾一種千人一面的感覺,這個問題已經(jīng)嚴重影響和制約電視購物頻道的健康發(fā)展。特別是對于播出受到地域限制的區(qū)域性購物頻道來說,面對同質(zhì)化競爭的壓力,生存環(huán)境越來越惡劣,如何生存并可持續(xù)發(fā)展,這不僅是嘉麗購必須解決的難題,同時也是其他區(qū)域性購物頻道要認真研究的戰(zhàn)略課題。本文嘗試將差異化營銷理論與定位理論相結(jié)合,探討嘉麗購如何夯實差異化定位與經(jīng)營,識別目標消費人群,界定其應聚焦的核心品類,并就品牌、促銷、產(chǎn)品、服務及渠道這五個方面對其差異化營銷策略進行研究和闡述,如此形成自身的核心競爭力,從而突破同質(zhì)化競爭的包圍,為區(qū)域購物頻道的生存和發(fā)展提出一些建設性的意見和建議。
[Abstract]:TV shopping refers to the consumption mode of TV shopping, which is a new type of retail business. With the rapid development of our economy and the national regulation and governance of TV shopping industry, professional TV shopping channels have played a leading role in TV shopping industry, which has played a positive role in stimulating domestic demand and stimulating residents' consumption. At present, the competition between shopping channels is becoming more and more homogeneous. Not only are the products sold in the same way, but also there is no obvious difference in the form of the program, giving the audience a feeling of a thousand people. This problem has seriously affected and restricted the healthy development of TV shopping channels. Especially for the regional shopping channels, which are subject to regional restrictions, facing the pressure of homogenous competition, the living environment is getting worse and worse. How to survive and develop sustainably is not only a difficult problem that Carlisco must solve. At the same time is also other regional shopping channels to seriously study the strategic topic. This paper attempts to combine the theory of differential marketing with the theory of positioning, to discuss how to consolidate the differentiation positioning and management, identify the target consumers, define the core categories that should be focused on, and discuss the brand, promotion, products, etc. In order to form its core competitiveness and break through the encirclement of homogeneous competition, this paper studies and expounds its differentiated marketing strategy from five aspects: service and channel, so as to form its own core competitiveness. Put forward some constructive suggestions and suggestions for the survival and development of regional shopping channels.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.2;F274

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