国内电视购物产业发展研究-新闻传播学专业论文.docxVIP

硕Ij学位论文摘要 硕Ij学位论文 摘要 随着媒体数量的不断增加和新兴传媒的不断成长，媒体对广告资源的争夺同 益白热化，电视购物成为媒体争夺广告资源的新路径，已经发展为我国媒体产业 的一个新型业态。但作为发展尚不充分的新型业态，我国电视购物产业存在诸多 问题，如何借鉴国外成熟的电视购物业态发展经验，成为我国传媒产业发展一项 亟待解决的重要课题。 我国电视购物产业可以划分为直销电视购物与家庭电视购物这两种形态。直 销电视购物存在着定位不明确、信用度不高等问题；家庭电视购物存在着成本过 高、品牌强势难以确立等问题。国外电视购物产业专业化的营销模式、产业化的 营销机构、多通路电视购物形式、积极拓展和运用网络、手机电视、PC终端、报 纸、广播等多种服务载体和平台构建立体化渠道的经营模式，以及优质的电视购 物服务，为解决我国这两种电视购物形念现存问题，提供了可以借鉴的解决方案。 我国电视购物产业的发展对策，一是规范直销电视购物行为，包括建立明确 的行业规范，强化品牌建设；二是完善家庭电视购物产业链，包括电视购物产业 上游的产品遴选，电视购物产业下游的物流渠道等，将商品信息传播、产品配送、 贷款结算等第三方的专业机构整合到这个产业链中。 关键词：国内电视购物产业；发展；对策 Il AbstractWith Abstract With the increasing number of media，Internet media grow，mobile TV，flat TV and other new media access，media resources into a surplus by the scarcity and limited advertising share is infinite cut，weak growth of many sources of media adVertlslng a V and media towards the the direction of diversification has become necessnY·l the policy enVlronment， shopping channels operating in China is very good，but faces the development of the industry reputation，operational experience，and supporting industry challenges and constraints· This fesearch line is to first analyze the TV shopping industry development status, dlffe‘en‘ according to Tv shopping capital injection，operation mode，analysis of our TV shopping deVeJopment types of TV shopping industry development，make problems，including direct TV shopping location is not clear，credit is h汹g·Home not TV shopping industry development problems，including high COSt，。e910naI restrictions，First，professional marketing model；Second，the marketing agency industrv：third form of multi．channel TV shopping，and actively deVelop and use networks，mobile TV,PC terminal，newspapers，radio and in the varIOus serVlces within the carrier and platform to build three-dimensional mode of operation；Fourth, hi gh．quality television shopping service．Proposed domestic TV shopping 1ndust。y development strategy， one specification， including direct TV shopping 1ndustry standards and brand building；secon