电视购物策略浅析——以“快乐购”为例

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1、目录引言.............................................................11．1研究背景........................................................11．2研究目的和意义..................................................21．3文献综述........................................................21．4研究方法......

2、..................................................32电视购物的发展历史...............................................32．1世界电视购物的发展概况..........................................32．2中国电视购物的发展概况..........................................42．2．1快乐购的公司概况................................

3、.............53快乐购的目标市场营销战略分析......................................63．1快乐购的目标市场选择............................................63．2快乐购的市场定位.................................................73．3小结............................................................74快乐购的营销组合策略分析..

4、.......................................74．1产品策略........................................................84．2价格策略........................................................84．3渠道策略........................................................94．4促销策略.............................

5、..........................104.4.1人员推销......................................................104.4.2广告..........................................................104.4.3公共关系......................................................114.4.4营业推广..................................

6、....................115快乐购电视购物策略的分析和建议..................................115．1快乐购的成功之处...............................................125．1快乐购的不足之处与建议.........................................126结论............................................................13参考文献........

7、...................................................14致谢...............................................................16TVShopping:Analysis:anExampleofHappigoAbstract:TVshoppingchannelsarecalledthethirdrevolutionofretailindustry,asabrandnewnon-storeretailingpattern,it

8、startsinAmerica,andrapidlyspreadsovertheworld.TheindustrychainisformedacrossthefieldsofTVmedia,telecommedia,retailingandlogi