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Research of Shopping Programming Line-up Strategy Oriented on the Demand of TV Audience

Author: BaiShuangZuo
Tutor: JiaHongYu;SuiMingWei
School: Dalian Maritime University
Course: Project Management
Keywords: TV Shopping Program Arrangement Audience Demand Business Mode
CLC: G222.3
Type: Master's thesis
Year: 2011
Downloads: 19
Quote: 0
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Abstract


With the vastly enrichment of TV channels, as well as the intensifying competition between TV media, and the arrival of the era of virtual pathways, TV shopping becomes a new marketing mode of Non-store marketing. With a series of welcomed characteristics, TV shopping attracted more and more attention and consumers, and it becomes a kind of advanced sales mode, occupy one third of the social commodity sales in Euramerican, so it was called " The third revolution of retail". The development of TV shopping, is not only saving social cost but also reduce the enterprise marketing costs, also is helpful for changing simplification of TV media profit pattern, and improving the capability of TV media against risks.In other countries such as Europe, Japan and South Korea, TV shopping has become one of the most important side of consumers shopping. In China, TV shopping has developed more than ten years, the acceptance of consumers to this new thing is gradually improving, the gradual emergence of a large number of TV shopping giant, such as Acorn, Seven Star, athletes Horse International, Hao Raritan, East CJ, etc. The annual sales of this industry has been up to more than 10 billion.TV shopping uses a special television shopping channel as a platform which broadcast product information in a live or taped way 24-hour non-stop. In order to provide a new audio-visual enjoyment to the audience and diversity of choice of a home shopping, it is combined the informative, entertaining and informative.TV shopping programs have truly realized the reality that consumers shopping at home without leaving home. The greatest feature of TV shopping is "fast track", this is also the important reason for number of products use TV shopping for the best marketing strategy. Then, TV shopping as a means of commercial marketing, How to improve the sales of TV Shopping program, besides well-made TV shopping programs, a reasonable TV shopping program scheduling is also particularly important. The paper mainly did research on the issue of programming strategy of TV shopping.The arrangement of TV shopping program is a critical part of TV shopping program switching from programming to broadcasting. This paper selected some important factors that affect TV viewing effect and the sales, such as channel orientation, the contents of the program, television audience regional distribution, the audience, the audience esthetic request and so on. From the analysis of these elements, we find out the relationship between elements and the influence of the commodity sales. On the other hand, this paper analyzed and researched characteristics of TV shopping programming, and the influence of television programming strategy to audiences. On the analysis process of research, sampling survey method and history shopping data analysis were used to find out the relationship between programming strategy and the audience demand. On this basis, puts forward TV shopping programming strategy for the purpose of improving the market sales.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Editing, writing and broadcasting business > Program production
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