【摘要】：隨著信息技術(shù)的發(fā)展,人們的生活方式發(fā)生了巨大的變化。電視購(gòu)物作為無(wú)店鋪零售的一種模式,將媒體和商品零售相結(jié)合,利用媒介渠道傳遞信息,消費(fèi)者訂購(gòu)后再提供上門(mén)配送的服務(wù)。這種足不出戶(hù)的購(gòu)物模式帶給了消費(fèi)者全新的購(gòu)物體驗(yàn)。 電視購(gòu)物最早出現(xiàn)在美國(guó),并迅速獲得市場(chǎng)認(rèn)同。隨后,電視購(gòu)物又在歐洲、日韓等亞太地區(qū)獲得了廣泛成功。中國(guó)國(guó)內(nèi)的電視購(gòu)物雖然起步較晚,其采用的新型營(yíng)銷(xiāo)傳播模式,改變了傳統(tǒng)廣電集團(tuán)單純依靠廣告招商、節(jié)目售賣(mài)等的創(chuàng)收形式,成為了中國(guó)廣電產(chǎn)業(yè)的第三大收入支柱。然而國(guó)內(nèi)電視購(gòu)物的發(fā)展卻一直伴隨著監(jiān)管和社會(huì)輿論的諸多質(zhì)疑和非議。如何讓消費(fèi)者重拾信心,如何建立健康的成長(zhǎng)模式?對(duì)于當(dāng)下國(guó)內(nèi)的電視購(gòu)物來(lái)說(shuō)都是亟待解決的問(wèn)題。 東方購(gòu)物在中國(guó)電視購(gòu)物市場(chǎng)上占領(lǐng)先地位,在其市場(chǎng)拓展過(guò)程中,積累了甚為豐富的經(jīng)驗(yàn),也漸漸摸索出一個(gè)有效的市場(chǎng)經(jīng)營(yíng)路徑。本報(bào)告以東方購(gòu)物為研究對(duì)象,從營(yíng)銷(xiāo)傳播角度,提煉東方電視購(gòu)物的這成功經(jīng)驗(yàn),并嘗試探討東方購(gòu)物的營(yíng)銷(xiāo)傳播模式。 本報(bào)告緒論部分主要對(duì)研究背景、研究意義進(jìn)行了闡述。并回顧了相關(guān)文獻(xiàn)和理論思想,主要包括電視購(gòu)物研究和營(yíng)銷(xiāo)傳播研究。并在此基礎(chǔ)上,提出了本報(bào)告主要研究問(wèn)題。 第二部分對(duì)電視購(gòu)物進(jìn)行了界定,介紹了電視購(gòu)物的業(yè)務(wù)模式和國(guó)內(nèi)外電視購(gòu)物發(fā)展的過(guò)程及現(xiàn)狀。 第三部分深度解析東方購(gòu)物的營(yíng)銷(xiāo)傳播,包括客戶(hù)識(shí)別和評(píng)估、營(yíng)銷(xiāo)傳播環(huán)境分析、營(yíng)銷(xiāo)傳播策略設(shè)計(jì)安排、信息規(guī)劃及激勵(lì)、營(yíng)銷(xiāo)傳播執(zhí)行和效果評(píng)估等環(huán)節(jié)。提煉東方購(gòu)物營(yíng)銷(xiāo)傳播的經(jīng)驗(yàn),探索其營(yíng)銷(xiāo)傳播模式的內(nèi)涵。 第四部分分析東方購(gòu)物營(yíng)銷(xiāo)傳播過(guò)程中的優(yōu)劣得失,提出相應(yīng)的破解路徑。 最后結(jié)語(yǔ)部分對(duì)本報(bào)告主要研究問(wèn)題進(jìn)行了總結(jié)。揭示東方購(gòu)物的樣本意義,明確其應(yīng)用邊界。
[Abstract]:With the development of information technology, great changes have taken place in people's way of life. As a mode of non-store retailing, TV shopping combines media with commodity retailing, transmits information through media channels, and then provides door-to-door distribution service after consumers order. This kind of shopping mode has brought new shopping experience to consumers. Television shopping first appeared in the United States, and was quickly recognized by the market. Subsequently, TV shopping in Europe, Japan and South Korea and other Asia-Pacific region has been widely successful. Although the domestic TV shopping in China started relatively late, the new mode of marketing and communication adopted by it has changed the traditional radio and television group's income forms, which rely solely on advertising to attract merchants and sell programs, and has become the third major revenue pillar of China's radio and television industry. However, the development of domestic TV shopping has been accompanied by many questions and criticism of supervision and public opinion. How to restore consumer confidence, how to establish a healthy growth model? For the current domestic television shopping is an urgent problem. Oriental shopping occupies a leading position in China's TV shopping market. In the process of its market expansion, it has accumulated rich experience and gradually found out an effective market management path. This report takes Oriental shopping as the research object, from the angle of marketing communication, abstracts this successful experience of Oriental TV shopping, and tries to explore the marketing communication mode of Oriental shopping. The introduction of this report mainly describes the background and significance of the research. And reviewed the relevant literature and theoretical ideas, mainly including television shopping and marketing communication research. On this basis, the main research problems of this report are put forward. The second part defines the TV shopping, introduces the business model of TV shopping and the development process and current situation of TV shopping at home and abroad. The third part deeply analyzes the marketing communication of Oriental shopping, including customer identification and evaluation, marketing communication environment analysis, marketing communication strategy design arrangement, information planning and incentive, marketing communication execution and effect evaluation and so on. Abstract oriental shopping marketing communication experience and explore the connotation of its marketing communication mode. The fourth part analyzes the advantages and disadvantages in the process of Oriental shopping marketing communication, and puts forward the corresponding crack path. Finally, the conclusion summarizes the main research problems of this report. Reveal the sample significance of Oriental shopping, clear its application boundary.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G229.2-F

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本文編號(hào)：2387675