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

摘要

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.