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《電視購物策略淺析——以“快樂購”為例》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫。
1、目錄引言.............................................................11．1研究背景........................................................11．2研究目的和意義..................................................21．3文獻(xiàn)綜述........................................................21．4研究方法......
2、..................................................32電視購物的發(fā)展歷史...............................................32．1世界電視購物的發(fā)展概況..........................................32．2中國電視購物的發(fā)展概況..........................................42．2．1快樂購的公司概況................................
3、.............53快樂購的目標(biāo)市場營銷戰(zhàn)略分析......................................63．1快樂購的目標(biāo)市場選擇............................................63．2快樂購的市場定位.................................................73．3小結(jié)............................................................74快樂購的營銷組合策略分析..
4、.......................................74．1產(chǎn)品策略........................................................84．2價格策略........................................................84．3渠道策略........................................................94．4促銷策略.............................
5、..........................104.4.1人員推銷......................................................104.4.2廣告..........................................................104.4.3公共關(guān)系......................................................114.4.4營業(yè)推廣..................................
6、....................115快樂購電視購物策略的分析和建議..................................115．1快樂購的成功之處...............................................125．1快樂購的不足之處與建議.........................................126結(jié)論............................................................13參考文獻(xiàn)........
7、...................................................14致謝...............................................................16TVShopping:Analysis:anExampleofHappigoAbstract:TVshoppingchannelsarecalledthethirdrevolutionofretailindustry,asabrandnewnon-storeretailingpattern,it
8、startsinAmerica,andrapidlyspreadsovertheworld.TheindustrychainisformedacrossthefieldsofTVmedia,telecommedia,retailingandlogi
