北京电视台设立电视购物频道地方案探讨.doc

AbstractAfterretailandsupermarketsalerevolution,theTVshoppinghasbeenhailedasthethirdsalesrevolution,andithasobtainedthehugesuccessintheworldscope.Inrecentyears,theTVshoppingmaintainedarapiddevelopmentindomesticChina.In1995theTVshoppingwasestablishedbyBTVanditbecametheforerunner.Before2000,it’satradeleader,butafterthat,theBTVshoppingcontinueddepression.Recently,thedomesticTVshoppingentirerecoveryandassumesexplosivegrowth.ButthesalesofBTVtelevisionshoppingwasonlymorethan30millionin2007,andwasinferiortoone-eightofsalesformagnificenttime.ThispapergivesasystematicstudyontheoriginanddevelopmentofTVshoppingindomesticandoverseasbyusingabundantinformation.MeanwhileanalyzepresentsituationandtheexistproblemsofBTVshoppingobjectivelyandrational.AftercomparedthesuccessfuldevelopmententerprisesathomeandabroadwithBTVshopping,finallyproposedasolutionistosetupaspecialBTVshoppingchannelbyadoptingthenewmethodwhichisresearchcasesandanalyzeSWOT.Theproposalofthispaperisbasedonfeasibility;andproposedtheintendingstrategicobjectivesandconcreteactionsforBTVshopping.Atthesametimeevaluatemajorfactorsthatwillimpactsmoothimplementationoftheactionplan.Baseduponthedevelopmentrealityofindustry,thisthesisstartswithanalyseandfindproblems,finallyattempttoraiseadetailedmethodandschemethatitmaysolvethepracticalproblemsofBTVshopping.Speciallyforimplementationof“threestepsstrategy”inwholecountry.“Networkshopping”iscreativeandperiodic,itisofquotablesignificancetoacceleratingournationaldevelopmentofBTVtelevisionshopping.Keyword:BeijingTelevisionStation,Televisionshoppingchannel,Proposal学位论文原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文所涉及的研究工作做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律责任由本人承担。特此声明学位论文作者签名：年月日学位论文版权使用授权书本人完全了解对外经济贸易大学关于收集、保存、使用学位论文的规定，同意如下各项内容：按照学校要求提交学位论文的印刷本和电子版本；学校有权保存学位论文的印刷本和电子版，并采用影印、缩印、扫描、数字化或其它手段保存论文；学校有权提供目录检索以及提供本学位论文全文或部分的阅览服务；学校有权按照有关规定向国家有关部门或者机构送交论文；在以不以赢利为目的的前提下，学校可以适当复制论文的部分或全部内容用于学术活动。保密的学位论文在解密后遵守此规定。学位论文作者签名：导师签名：年年月月日日