An Analysis of the Product Positioning and Development Strategy of TV Shopping on the Basis of Value Chain

Author

Xia Wei Hong

Author_Institution

Sch. of Bus., East China Univ. of Sci. & Technol., Shanghai, China

fYear

2010

fDate

24-26 Aug. 2010

Firstpage

1

Lastpage

4

Abstract

TV shopping, as a burgeoning commodity-selling mode, is praised as the third sales revolution after retail and supermarket, and has become very successful worldwide. Since 2007 China has witnessed a new round of upsurge of TV shopping.Product is the soul of TV shopping, and relates to the success or failure of the whole process of TV shopping.The present paper analyzes the product positioning and development strategy of TV shopping from the angle of value chain. The author thinks that the value chain of TV shopping is made up of the product purchase, program production, product marketing and sales, logistics and delivery, and service, the five basic activities, and explores how a TV shopping enterprise should select products from the four angles: target consumer group characteristic, logistics and delivery cost, channel resource opportunity cost, and call center seats cost.

Keywords

home shopping; promotion (marketing); purchasing; supply chains; TV shopping enterprise; logistics; product marketing; product positioning; product purchase; program production; retail; supermarket; value chain; Computers; Footwear; Home appliances; Marketing and sales; Packaging; TV;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science (MASS), 2010 International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-5325-2

Electronic_ISBN

978-1-4244-5326-9

Type

conf

DOI

10.1109/ICMSS.2010.5576769

Filename

5576769