嘉丽购物频道差异化营销研究-工商管理专业论文.docxVIP

分类号—— 分类号—— 密级—— 学校代码 !Q5丝 学号2Q 12Q堡Q30045 嘉丽购物频道差异化营销研究 Study on Differentiated marketing of Jiali Go Shopping Channel 指导教师姓名、职称 奎芏 丝撞 研 究 方 向 全些釜堡 湖南师范大学学位评定委员会办公室 二0一五年五月 万方数据 摘 摘 要 电视购物是指以电视为媒介的购物消费方式，是一种无店铺新型零售业。随 着我国经济的快速发展以及国家对电视购物产业的规范和治理，专业的电视购物 频道在电视购物产业中己占据主导地位，对拉动国内需求、刺激居民消费起到了 积极作用。 目前，购物频道之间同质化竞争愈演愈烈，不但销售的商品大同小异，而且 节目形式上也没有明显差异，给观众一种千人一面的感觉，这个问题已经严重影 响和制约电视购物频道的健康发展。特别是对于播出受到地域限制的区域性购物 频道来说，面对同质化竞争的压力，生存环境越来越恶劣，如何生存并可持续发 展，这不仅是嘉丽购必须解决的难题，同时也是其他区域性购物频道要认真研究 的战略课题。 本文尝试将差异化营销理论与定位理论相结合，探讨嘉丽购如何夯实差异化 定位与经营，识别目标消费人群，界定其应聚焦的核心品类，并就品牌、促销、 产品、服务及渠道这五个方面对其差异化营销策略进行研究和阐述，如此形成自 身的核心竞争力，从而突破同质化竞争的包围，为区域购物频道的生存和发展提 出一些建设性的意见和建议。 关键词：电视购物频道；嘉丽购；同质化竞争；差异化营销 万方数据 ABSTRACTTV ABSTRACT TV shopping is a kind of consumption pattern，whose intermedia is TV．It is also a new retail trade without stores．Under the rapid economical development of our country and the national regulation and management to the TV shopping industry, professional TV shopping channels have occupied all important position in the TV shopping industry，which has a positive effect on stimulating domestic needs and stiring consumer’S expenditure． So far,the competition among TV shopping channels has become more intensive Not only the goods but also the program。S form is identical，which has given the audience an impression of similarity．This problem has seriously influenced and limited the healthy development of TV shopping channels．Especially,program’S broadcasting of regional TV shopping channels face the area limitation and the pressure from homogeneous competition．Their living environment has become worse and worse．At the same time，how they can survive and realize sustainable development is not only Jiali Go’S problem to be resolved necessarily,but also that of other regional TV shopping channels． This article is trying tocombine differentiatiated marketing theory and positioning theory to discuss how to identify differentiatiated target and management， tO discem target consumers and determine their cor