中國電視購物市場經營策略之研究—以G公司為例

台灣電視購物產業結構主要以大型財團為主，近年來，因網路購物的興盛，電視購物產業也隨著趨勢藉助既有的供應鏈資源、產業鏈資源，將營運方向對內轉往網路購物平台進行趨勢性的延伸，對外則積極找尋合資、投資標的，以求能在既有的成熟資源下更進一步的將邊際效益極大化。本研究將探討中國電視購物市場經營策略。文中將以台資電視購物台投資的個案G公司，以個案方式進行研究其如何發展自身優勢成功經營中國電視購物市場，定位其營運策略，期以作為其他業者之參考。文中將分別討論台灣、中國電視購物產業狀態、並利用五力分析理論、SWOT分析理論、PESTEL分析理論以及對個案公司進行評估分析，最後本文建議個案G公司應學習台資電視購物企業營運方法，引進世界各地高端進口商品，藉以增加個案G公司商品分類開發的齊全度，強化整體商品毛利結構，透過具差異化的商品，開拓會員市場以及黏著度，並結合節目呈現的娛樂與創意，為企業創造新的業績高峰。

關鍵字

電視購物；台資電視購物；營運策略；商品齊全度

並列摘要

Taiwan's TV shopping industry structure is mainly based on large-scale consortiums. In recent years, due to the boom in online shopping, the TV shopping industry also uses the existing supply chain resources and industrial chain resources to move its business direction to the online shopping platform. Externally, we are actively looking for joint ventures and investment targets, so as to further maximize marginal benefits under existing mature resources. This study will explore the Chinese market management strategy for the Taiwanese TV shopping industry. The case G will be invested in the Taiwanese-funded TV shopping platform, studying on a case-by-case basis how to develop its own advantages Successfully operate the Chinese TV shopping market and position its operational strategy as a reference for other players. The article will discuss the status of TV shopping industry in Taiwan and China respectively, and use five-force analysis theory, SWOT analysis theory, PESTEL analysis theory and evaluation and analysis of case companies. Lastly, this paper suggests that case G should learn the operating methods of Taiwanese TV shopping companies and introduce high-end imported goods from all over the world. In order to increase the completeness of the product classification development of the case G company, strengthen the overall product gross profit structure, expand the member market and adhesion through differentiated products, and combine the entertainment and creativity presented by the program to create new peak performance for the enterprise.