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AHP -based TV shopping research

Author: GaoJie
Tutor: ChenPingLu
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: TV Shopping SWOT analysis Indicator System AHP
CLC: G229.2-F
Type: Master's thesis
Year: 2011
Downloads: 50
Quote: 0
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Abstract

TV shopping is the birth of the eighties of last century in the United States of a new non-store retail model , which implements the enterprise , TV and consumers win , after twenty years of development, in the United States, Germany , South Korea countries, including China's Taiwan , has become a mainstream way to shop , and its profit model and capacity has been recognized by the market . Such a win-win sales model deserves a good development , but in China's development has twists and turns, the reason is that lax oversight and profits led to poor product quality seduction , false advertising , service and other harsh insecurity phenomenon . Such a large gap attracted the attention of many scholars and researchers . This article from the perspective of TV shopping system , the first analysis of domestic TV shopping development status, which focuses on China's TV shopping context of development and survival were analyzed on the basis of SWOT analysis for TV shopping strengths, weaknesses , opportunities and threats analysis , identify the impact of TV shopping six advantages of factors, including flat sales channels , multi- media integration, non-store sales , market responsive, TV channels spread , perfect logistics network ; 5 disadvantage factors including industry credibility is not high, the shopping process opaque , TV shopping broadcast time constraints, lack of brand appeal , the regulatory system lacks ; 5 chance factors, including the concept of transformation and consumer purchasing power , the new product on the demand for integrated marketing , policy support TV shopping market increasingly standardized , network convergence trends, the rise of third party guarantees trading patterns ; 4 threat factors, including the rise of online shopping , the consumer demand for television media , television media costs rising , the traditional retail channels penetration by these 20 factors to build a scientific index system, and the use of AHP to determine the various factors in the system weights to arrive at a bottleneck restricting the development of TV shopping factors for the development of TV shopping effective recommendations made .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Countries around the world on Broadcasting and Television > China
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