The History, Development Status, and Operation of the TV Shopping Industry in China
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View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Drexel Libraries E-Repository and Archives The History, Development Status, and Operation of the TV Shopping Industry in China A Thesis Submitted to the Faculty of Drexel University by Xing Zhang in partial fulfillment of the requirements for the degree of Master of Science in Television Management October 2016 © Copyright 2016 Xing Zhang. All Rights Reserved. Table of Contents List of Tables ............................................................................................................................. 6 List of Figures ............................................................................................................................ 7 Abstract ...................................................................................................................................... 8 CHAPTER 1: INTRODUCTION ............................................................................................ 10 1.1 Statement of the Problem ........................................................................................................................... 10 1.2 Background ................................................................................................................................................ 10 1.3 Purpose of Study ........................................................................................................................................ 11 1.4 Research Questions .................................................................................................................................... 12 1.5 Significance to the Field ............................................................................................................................. 12 1.6 Definitions .................................................................................................................................................. 13 CHAPTER 2: REVIEW OF THE LITERATURE .................................................................. 14 CHAPTER 3: METHODOLOGY ........................................................................................... 16 3.1 Literature Research Method ....................................................................................................................... 16 3.2 Other Research Methods ............................................................................................................................ 16 CHAPTER 4: DEVELOPMENT STATUS OF THE TV SHOPPING INDUSTRY .............. 18 4.1 Concept and Form of TV Shopping ........................................................................................................... 18 4.1.1 Concepts of TV direct marketing, TV shopping, home shopping and TV-commerce. ............................. 18 4.1.2 TV direct marketing and TV shopping. ..................................................................................................... 18 4.1.3 TV-commerce and home shopping. .......................................................................................................... 19 4.2 Concept Definition of TV Shopping .......................................................................................................... 19 4.2.1 Properties of TV shopping. ....................................................................................................................... 19 4.2.2 Retailing reform. ....................................................................................................................................... 19 4.3.1 Changes of TV advertising form. .............................................................................................................. 21 4.3.2 Evolution of TV shopping advertising presentation. ................................................................................. 22 4.4 TV Shopping Analysis Under Multi-Perspective ....................................................................................... 24 4.4.1 TV shopping interpretation based on the communication perspective. ..................................................... 24 4.4.2 TV shopping interpretation based on the marketing perspective. ............................................................. 28 4.4.3 TV shopping interpretation based on media economic perspective. ......................................................... 30 4.5 TV Shopping Industrial Development in China Mainland. ........................................................................ 31 4.5.1 Growth period (1991 – 1996). ................................................................................................................... 31 4.5.2 Golden period (1996 – 1998). ................................................................................................................... 31 4.5.3 Decline period: (1999 – 2000). ................................................................................................................. 32 4.5.4 Adjustment period: (2000 – 2006). ........................................................................................................... 32 4.5.5 Revitalization period: (2006 – present). .................................................................................................... 32 4.6 Brief Introduction to Main TV Shopping Channels in China Mainland. ................................................... 33 CHAPTER 5: ANALYSIS OF TV SHOPPING INDUSTRIAL REFORMS ......................... 34 5.1 Environmental Analysis of TV Shopping Industrial Reforms ................................................................... 34 5.1.1 Media environment. .................................................................................................................................. 34 5.1.2 Representation of media convergence. ...................................................................................................... 34 5.1.3 Actual effect of media integration on TV shopping industry. ................................................................... 35 5.2 Technical Environment .............................................................................................................................. 37 5.2.1 IT promotes retailing reforms. .................................................................................................................. 37 5.2.2 Technological convergence promotes TV shopping industrial development. ........................................... 37 CHAPTER 6: EXPLORATION OF CHINA’S TV SHOPPING INDUSTRIAL DEVELOPMENT ................................................................................................................................................. 40 6.1 Operation Mode Analysis of Taiwan DongSen TV Shopping ................................................................... 40 6.1.1 Introduction to DongSen TV shopping. .................................................................................................... 40 6.1.2 Integrated marketing strategy of DongSen Shopping................................................................................ 46 6.2 Opportunities and Difficulties of TV Shopping Industry in the Digital Age ............................................. 47 6.2.1 Development opportunities of TV shopping channels in China. ............................................................... 47 6.2.2 Strengthen core competitiveness and create segmented shopping channels. ............................................ 48 6.2.3 Problems against China’s TV shopping industrial development. .............................................................. 49 CHAPTER 7: CONCLUSION................................................................................................. 52 List of References .................................................................................................................... 54 Appendix A: Major Events of Taiwan DongSen ..................................................................... 56 Appendix B: Table of Main TV Shopping Channels in China Mainland ................................ 58 List of Tables Table 1: Brief introduction to DongSen TV shopping channels .................................................................................. 41 Table 2: Main TV shopping channels in China mainland ........................................... Error! Bookmark not defined. List of Figures Figure 5: Operation system of DongSen TESCO ........................................................................................................ 42 Figure 6: Business flow system of DongSen TESCO ................................................................................................... 43 Figure 7: Planning and Marketing System of DongSen TESCO ................................................................................. 44 Figure 8: Customer Service System of DongSen TESCO ............................................................................................ 45 Abstract The History, Development Status, and Operation of the TV Shopping Industry in China Xing Zhang TV shopping is the product of interpenetration of retailing and media promoted by many factors including scientific progress and media convergence. The TV shopping industry is a new hotspot and emphasis on the expansion of the modern media industry chain. Based on multi-angle analysis of the basic concepts of TV shopping, this thesis points out that TV shopping is sales without shops. In view of media,