国立华侨大学硕士家庭购物频道商业模式浅析.docxVIP

国立华侨大学 工商 管理管 理专业学位论文 家庭购物频道商业模式浅析 院 系：工商管理学院 专 业：工商管理专业 界 别：2007级 学 号：0716102056 姓 名：林锋磊 指导老师：王茂丽 摘要 电视购物被誉为继零售、超市Z后的第三次销售革命，电视购物在我国的发展也愈|? 儿年，作为一种新兴的商业模式，一度得到迅速发展，也因为存在的种种原因经历了萧条 与探索。现阶段国内电视购物仍处在成长期，商业模式主要冇两种：即电视直销模式和家 庭购物频道模式。笔者有幸在珠宝公司实习；恰逢业务涉足家庭购物频道领域。现通过以 屮央人民广播电台旗下的央广购物为代表的家庭购物频道模式综合分析，结合市场营销学 理论，对比传统电视直销、传统零售业以及网络销售模式，浅析电视购物中家庭购物频道 的商业模式。分析讨论家庭购物频道的发展趋势以及存在的问题，希望电视购物可以走的 更好，走的更远。 关键词：家庭购物频道；电视购物;电视直销;营销模式 Abstrct TV shopping known as following the retail, supermarket sales after the third revolution, television shopping development in China more than ten years, as a new business model, once the rapid development, but also because of various reasons experienced depression and exploration. At this stage is still in the growing domestic TV shopping, there are two main business models: the direct sales model and TV home shopping channel mode. Internship I had the privilege of jewelry; coincides with areas of the business involved in home shopping channel Is through a unit of the Central Peoples Broadcasting Station as the representative of the Central Broadcasting shopping home shopping channel model comprehensive analysis, combined with marketing theory, compared to traditional TV direct sales, traditional retail and Internet sales model of TV home shopping channel shopping business model. Discussed the development trend of home shopping channels and the existing problems in the hope of a better TV can go shopping, to go furthe匚 Keyword： Home shopping channel; TV shopping; TV sales; marketing model 目录 TOC \o 1-5 \h \z HYPERLINK \l bookmark6 \o Current Document 一、 综述 1 HYPERLINK \l bookmark8 \o Current Document 1.1研究背景 1 HYPERLINK \l bookmark10 \o Current Document 1?2研究目的和研究意义 1 HYPERLINK \l bookmark12 \o Current Document 1?3研究方法 1 HYPERLINK \l bookmark14 \o Current Document 二、 商业模式的定义及分析方法 2 HYPERLINK \l bookmark16 \o Current Document 2.1、 商业模式的定义 2 HYPERLINK \l bookmark18 \o Current Document 2.2、 商业模式的分析方法 2 HYPERLINK \l bookmark20 \o Current Document