在傳統的消費行為中,顧客都是會上門來買東西,透過不同的商品陳列來比價及選購。企業經營者也不停在找尋最好的通路,及最佳的貨架與包裝來陳列自己的商品,但是,隨著時代的進步,產業的改變,電視購物已經成為全球風行的新興通路趨勢,不僅僅在電視購物的發源地歐美,就連亞洲的日本、韓國,甚至台灣,電視購物已經是許多消費者在選購物品時所會選擇的主要通路之一。 兩岸的經濟模式,就在這樣的全球市場整合下,顯得更為密切,再加上由於兩岸的語言、文化的近似度非常高,行銷策略也變得更為息息相關,以及互相影響。同文同種的特性,更使得兩岸的企業容易進行整合及聯盟。本研究將針對在數位資訊時代來臨的同時,兩岸的電視購物的行銷策略做一深入探討,並用AHP的統計分析方式,找出影響兩岸電視購物經營十大因素,並比較兩岸電視購物的產業競爭力及其策略規劃與執行的異同之處。
Traditionally, customers walk in stores and make their purchases based on the like and dislike of the shelf display and price comparison. Business managers are consistently searching for best channels, displaying locations and product packaging to attract purchasing behaviors of the consumers. However, with the change of the structure of society and industry, TV shopping has become a new and popular channel that is valued worldwide. It has become one of the major channels that consumers make their purchases. This study focuses on the examination of the marketing strategies of the TV shopping industries in Taiwan and China as the approaching of digital information era. It also discusses the differences on the industrial competitions, strategic planning and execution of the industries in these two cross-straits.