在欧美、日韩以及台湾地区,电视购物已经发展成为零售业的重要组成部分。电视购物
刚刚引入中国时,由于恶性竞争和行业监管缺失等原因,一度遭遇信任危机,陷入低谷。

传统电视购物被广电总局叫停后,由各省级媒体举办的新型家庭电视购物被引入我
国。新型电视购物商品品类齐全、注重产品质量和售后服务,依托各省级媒体多年积累
的公信力,迅速树立了品牌,赢得了消费者的喜爱。虽然如此,消费者的诚信危机,仍
然是时刻威胁电视购物的一柄利剑。为了彻底摆脱消费者多年积累的对电视购物的成
见,电视购物必须运用各种营销策略,以消费者为导向,提供令消费者满意的产品和服
务。

本文以辽宁电视台宜家购物频道为例,对该企业所处的外部、内部环境进行分析,
进而进行市场细分、目标市场定位、频道品牌定位,并研究了宜家购物的营销组合策略,
以期对宜家购物频道起到一定借鉴作用。

关键词:电视购物,竞争,营销战略,营销组合。

Abstract
TV home shopping, a virtual retail model,is called the third revolution of retail industry.
Its a very important part of the retail industry of America Europe Japan Korea and Chinese
Taiwan. When it was first introduced into China,most of the companies met credit crisis and
fell into bankruptcy due to vicious competition and lack of government level supervision.
After traditional TV Shopping was banned by the state administrative department in
charge,a new kind of specialized TV Home Shopping held by state own provincial media
was introduced into China. It has a complete range of product with focus on the quality of
products and consumer service. Relying on the credit built by the state owned media,the New
TV Home Shopping Channel soon earned the love of the consumers. Nevertheless,the credit
crisis is constantly threatening the New TV Shopping Channel. In order to alter the stereotype
built for years, the New TV Shopping Channels must implement various kinds of marketing
strategies and provide satisfying products and service for the consumers.
This article takes Easygo Home Shopping Channel of Liaoning TV and Radio Station
as an example. It analyzes its external and internal environment. It also covers the target
market localization and brand positioning of the company. The article studied the marketing
mix strategy for Easygo Home Shopping, with hope that it could be a useful reference.
Key Words: TV Home Shopping, Competition, Marketing strategy, Marketing mix.