本文選題：電視購物　切入點(diǎn)：網(wǎng)站開發(fā)　出處：《吉林大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：目前電視購物網(wǎng)站并沒有作為電視業(yè)務(wù)的重要組成部分進(jìn)行拓展，網(wǎng)上購物卻已迅速的融入我們的生活。由于市場(chǎng)需要，電視購物要進(jìn)行轉(zhuǎn)型和業(yè)務(wù)拓展，隨著網(wǎng)上購物商城的快速成長(zhǎng)和發(fā)展，更是加劇了網(wǎng)絡(luò)購物這個(gè)領(lǐng)域的市場(chǎng)競(jìng)爭(zhēng)。這種情況下，把電視購物與時(shí)尚的網(wǎng)絡(luò)購物相結(jié)合從而建立電視購物網(wǎng)站就為電視購物和網(wǎng)絡(luò)購物同時(shí)找到了新的出口。想要得到網(wǎng)上購物作為電視傳媒的營銷利益，就要開始發(fā)展電視臺(tái)自己的電視購物網(wǎng)絡(luò)平臺(tái)。本文從電視購物實(shí)際出發(fā)，使用發(fā)展成熟且運(yùn)行穩(wěn)定的網(wǎng)站開發(fā)模型和設(shè)計(jì)工具，建立簡(jiǎn)單明了的管理界面和購物界面，嘗試從消費(fèi)者角度和媒體人的角度來思考，把網(wǎng)絡(luò)媒體和視頻媒體有機(jī)的結(jié)合在一起，建立新型的網(wǎng)絡(luò)電視購物平臺(tái)，最終達(dá)到優(yōu)勢(shì)互補(bǔ)。根據(jù)電視購物獨(dú)有的集中宣傳優(yōu)勢(shì)特點(diǎn)，結(jié)合網(wǎng)上商城的的現(xiàn)有模式，衍生出適用于本土的的電視購物網(wǎng)站，設(shè)計(jì)及開發(fā)吉林省電視購物網(wǎng)站，從而打開電視臺(tái)電視購物的新局面。在明確了電視購物現(xiàn)狀的基礎(chǔ)上，詳細(xì)設(shè)計(jì)電視購物網(wǎng)站所需的運(yùn)行環(huán)境、開發(fā)技術(shù)和數(shù)據(jù)庫等，最終建立和運(yùn)行具有全新優(yōu)勢(shì)的電視購物網(wǎng)站。 電視購物網(wǎng)站，首先可以借助電視媒體進(jìn)行前期試驗(yàn)性商品宣傳。如：根據(jù)不同的消費(fèi)群體把商品進(jìn)行分類組合和包裝；對(duì)明星商品進(jìn)行限時(shí)折扣促銷；開辟節(jié)日商品專題。在前期的電視購物節(jié)目播出后，快速的總結(jié)分析出消費(fèi)者的購物取向，并且使這些信息迅速的在電視購物網(wǎng)站上得以使用。根據(jù)電視購物的反映程度來調(diào)整電視購物網(wǎng)站的布局和商品營銷方式，為購物網(wǎng)站整體的消費(fèi)需求指引了的方向。此外，前期的電視購物宣傳不論是流動(dòng)的字幕廣告還是固定的電視購物節(jié)目，都在電視臺(tái)的收視范圍內(nèi)造成了一定的聲勢(shì)，，起到了引導(dǎo)式宣傳的作用。特別是由本地電視臺(tái)與本地信用良好的商家進(jìn)行合作，以高質(zhì)量的品牌優(yōu)勢(shì)制作出高信譽(yù)度的電視購物節(jié)目。這樣，經(jīng)過實(shí)體店中的商品在電視節(jié)目中的多次宣傳后，作為用戶的消費(fèi)者再進(jìn)入電視臺(tái)自己的電視購物網(wǎng)站時(shí)，就對(duì)所瀏覽的商品有了信心和保障，沒有了虛擬購物的潛在購物擔(dān)憂。其次，電視臺(tái)網(wǎng)購業(yè)務(wù)的開展，也為電視購物的中商品找到了寬廣的銷售平臺(tái)。畢竟電視購物節(jié)目的時(shí)間是短暫的、有限的，消費(fèi)者很難在短時(shí)間內(nèi)記住所有的商品信息。如果電視購物宣傳使得消費(fèi)者對(duì)某些商品產(chǎn)生購買欲，就可以在電視購物網(wǎng)站上進(jìn)行詳細(xì)的查詢從而更加放心的購買商品。最后，結(jié)合了以上特點(diǎn)的電視購物網(wǎng)站，使得消費(fèi)者對(duì)購買的商品從所屬商家到產(chǎn)品全方位的信息再到本地短途物流都有了相當(dāng)?shù)牧私夂托湃�。使得消費(fèi)者實(shí)現(xiàn)在家買到有保障的商品，不再對(duì)商品真實(shí)性和售后服務(wù)而擔(dān)憂，最終實(shí)現(xiàn)從視頻媒體到網(wǎng)絡(luò)媒體的商品銷售全方位一體化的人性化服務(wù)。 購物網(wǎng)站的發(fā)展已經(jīng)比較成熟，所以，開發(fā)電視購物網(wǎng)站主要建立在購物網(wǎng)站的平臺(tái)上。要建立購物網(wǎng)站，就要首先考慮開發(fā)平臺(tái)和運(yùn)行環(huán)境。這里主要選用HTML、ActiveServer Page（ASP）、Javascript（JS）、Cascading Style Sheet（CSS）作為開發(fā)模型，選用Dreamweaver、Windows2003、Internet Information Services（IIS）作為開發(fā)平臺(tái)。 首先，根據(jù)電視媒體宣傳需求、電視臺(tái)網(wǎng)購業(yè)務(wù)需求和商品銷售全方位一體化的特殊需求，研究建立電視購物網(wǎng)站的基本框架。網(wǎng)站的框架設(shè)計(jì)時(shí)劃分為前臺(tái)、后臺(tái)和數(shù)據(jù)這三大部分。 其次，是要根據(jù)電視購物網(wǎng)站的實(shí)際需求對(duì)網(wǎng)站進(jìn)行概要設(shè)計(jì)。在概要設(shè)計(jì)時(shí)，建立需要的功能模塊，模塊的功能主要針對(duì)用戶的使用和管理者的系統(tǒng)管理。在具體劃分上，用戶使用的前臺(tái)分為到注冊(cè)及登錄模塊、商品模塊、購物模塊、新聞模塊、評(píng)論模塊；網(wǎng)站的管理者使用的后臺(tái)系統(tǒng)管理分為管理員注冊(cè)及登陸模塊、商品管理模塊、商品專題模塊、獎(jiǎng)品管理模塊、用戶管理模塊、分類管理模塊、用戶注冊(cè)省市管理模塊、投票管理模塊。此時(shí)，網(wǎng)站的構(gòu)架基本成型。 第三，就是電視購物網(wǎng)站具體的詳細(xì)設(shè)計(jì)。前臺(tái)主要介紹：首頁、用戶登錄、商品詳單。（1）首頁是用戶在瀏覽時(shí)的總窗口，在首頁里要盡可能的從用戶的角度來考慮布局和實(shí)現(xiàn)的功能，在這里，就可以充分發(fā)揮電視購物網(wǎng)站的特色，把電視購物的商品信息歸納成熱賣商品、推薦商品等。（2）注冊(cè)登陸是購物網(wǎng)站必須具備的，認(rèn)證用戶的同時(shí)還可以為用戶提供個(gè)性化服務(wù)。（3）商品詳單中除了可以清楚的顯示用戶購買信息，還可加入積分等促銷方式。后臺(tái)主要介紹：管理員注冊(cè)及登錄、添加商品、后臺(tái)用戶歸屬地。（1）為了保證網(wǎng)站的管理安全，管理員登陸也是比不可少的，購物網(wǎng)站的口碑需要管理上勤勞的付出。（2）電視購物的特性就是商品的宣傳是階段性的，每個(gè)階段商品的優(yōu)惠是不同的，這就需要不斷添加新商品。（3）用戶的歸屬地管理可以根據(jù)地區(qū)劃分研究和歸納不同地區(qū)消費(fèi)者對(duì)商品的消費(fèi)偏愛。最后，總結(jié)全文，在設(shè)計(jì)及開發(fā)吉林省電視臺(tái)購物網(wǎng)站的同時(shí)，對(duì)未來發(fā)展提出了進(jìn)一步的設(shè)想。
[Abstract]:At present, the TV shopping site and not as an important part of the television business development, online shopping has rapidly integrated into our lives. Because of the needs of the market, TV shopping and business transformation to expand, with the rapid growth and development of online shopping mall, is exacerbated in the field of online shopping market competition. This kind of situation under the established TV shopping website of TV shopping and fashion online shopping combination for TV shopping and online shopping at the same time to find a new outlet. Want to get online shopping as the television media marketing interests, began to develop its own TV shopping network platform. This paper from the reality of the development of TV shopping, use web site development model and design tools mature and stable operation, a simple management interface and shopping interface, try from the consumer angle And the media's perspective, the network media and video media combine together, establish network TV shopping platform model, and ultimately achieve complementary advantages. According to the publicity focused on the unique advantage and characteristic of TV shopping, online shopping mall with the existing model, derived for local TV shopping website design Jilin province and the development of the TV shopping site, thus opening the new situation of the television shopping. On the base of understanding the current status of TV shopping, TV shopping website design with the operating environment required for the development of database technology and etc., to establish the TV shopping website and run with a new advantage at the end of the day.
The TV shopping site, first can pre test advertise the products through TV media. Such as: according to different consumer groups to classify the product portfolio and packaging; limit discounts on Star Holiday merchandise goods; open topics. In the early stage of TV shopping after the broadcast, quickly summarize shopping consumer orientation, and make the information quickly in the TV shopping site can be used. To adjust the TV shopping site layout and product marketing mode according to reflect the degree of TV shopping, shopping sites for the overall consumer demand and guide the direction. In addition, the TV shopping publicity whether flowing subtitle advertising or fixed TV shopping programs, all in the television ratings range caused a certain momentum, to guide publicity. Especially by local TV station and the Cooperate with good credit to businesses, with high quality brand produced a high degree of credibility of the TV shopping programs. In this way, after a number of publicity in the TV show in the store of goods, as users of the consumer enters its own TV shopping site, have the confidence and security of browse merchandise, no potential shopping virtual shopping concerns. Secondly, TV online shopping business, also found a broad sales platform for the commodities of TV shopping. After all, the TV shopping program is a short time, limited, it is difficult for consumers to remember all the product information in a short period of time. If the TV shopping promotion makes consumers desire to buy some goods, you can in the TV shopping site to carry out a detailed inquiry more assured to buy goods. Finally, combined with the above characteristics of the TV The shopping website, allowing consumers to purchase a full range of information from their respective businesses to the product to the local short haullogistics have a considerable understanding and trust. Consumers buy goods to achieve security at home, no longer on the goods authenticity and customer service service and concern, finally realize the humanized service from the video to the media the network media sales full integration.
The development of the shopping site is relatively mature, so the development of TV shopping website is mainly based on the platform of the shopping site. To create a shopping site, we must first consider the development platform and operating environment. Here we mainly used HTML, ActiveServer Page (ASP), Javascript (JS), Cascading Style Sheet (CSS) as a development model. Using Dreamweaver, Windows2003, Internet Information Services (IIS) as a development platform.
First of all, according to the demand of TV media propaganda, the demand of TV shopping online and the special demand of merchandise sales, the basic frame of TV shopping website is studied. The frame design of website is divided into three parts: foreground, background and data.
Secondly, to carries on the outline design to the website according to the actual needs of the TV shopping site. In the outline design, the establishment of functional modules need, the main function of the system management module for the use and management of users. In the specific classification, user registration and login to the foreground is divided into module, product module, shopping module, news module, comments module; backstage management system website managers use is divided into administrator registration and login module, management module of goods, merchandise prizes thematic modules, management module, user management module, category management module, user registration and management module, voting management module. At this point, the basic framework of forming the site.
Third, the TV shopping site specific design in detail. The main introduction: the home page, the user login, the detailed list of goods. (1) the home page is the total window whenthe user browse in the home page, as far as possible from the user's point of view to consider the layout and functionality, here, you can give full play to TV the shopping site features, make the information of TV shopping goods into hot commodities, commodity recommendation. (2) register a shopping site must have the authenticated users can also provide personalized service for users. (3) the detailed list of goods in addition to display the user purchase information, may also add points promotions. The background is mainly introduced: administrator registration and login, add items, the background user attribution. (1) in order to ensure site safety management, the administrator login is not less than the shopping website, reputation management Industrious pay. (2) the characteristics of TV shopping is the merchandise is the stage, each stage of commodity concessions are different, it needs to add new products. (3) the user's attribution management can be studied andsummarized according to different geographical areas of the consumer goods consumer preference. Finally, in summary, the design and development of Jilin Province television shopping site at the same time, put forward further ideas for future development.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：TP311.52

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