TVS公司营销渠道整合困境及对策研究
摘要
运用市场营销的理论和实践,结合大量的公司现场调研,对中国的电视购物欧亿·体育（中国）有限公司和
TVS公司做了详细的分析论证,针对TVS公司面临的渠道问题:渠道难以控制,渠道结
构不合理,渠道管理和服务水平低,各种渠道各自为战,难以形成合力等,做了分析和
诊断并提出了有针对性的建设性意见,即整合电购渠道和传统渠道以及新兴的网络渠道,
重建TVS的渠道通路:不断开拓新渠道,并努力打造自己的营销渠道,减少对大的经销
商的依赖,提高自己在渠道中的话语权;优化营销渠道结构,增加网络购物渠道的比重;
加强渠道管理,提高渠道管理和服务水平;改变过去电视购物渠道、网络渠道和传统渠
道各自为战的局面,制定整体统一的营销计划和策略,充分发挥各个渠道的优势,做到
各个渠道相互补充相互存进,争取用最少的销售成本,达到最佳营销效果。关键在于充
分发挥其传统电购渠道的广告优势,带动传统渠道和网络渠道的销售,为该公司的进一
步发展扫清渠道障碍,同时也给其他电购公司的渠道建设和发展带来借鉴
关键词:电视购物;渠道整合;营销渠道
第II页
华东理工大学硕士学位论文
The Study and Countermeasures of TVS' Marketing Channel Integration
Difflculties
Abstract
According to the marketing theory and practice, the author made a detailed analysis and
demonstration of the Chinese TV shopping industry and TVS company with a lot of
companies on-site research. The author also gave some constructive suggestions on the
channel problems TVS Company facing, that is to reconstruct TVS company's marketing
channels by integrating TV shopping channels and traditional channels and emerging electric
commerce channels: to build their own marketing channels, reducing the dependence on large
distributors to improve their right to speak in the channel; optimize marketing channel
structure, increasing the proportion of online shopping channels; strengthen channel
management, improve channel management and service levels; change TV shopping channels,
network channels and traditional channels fragmented nature of the situation, give full play to
the advantages of each channel. The key is to give full play to its traditional power purchase
advertising channels advantage, promote the traditional channels and Internet channels of
sales and to help TVS company make further development, which will also give reference to
other TV shopping companies.
Key Words: TV shopping; channel integrated ; marketing channels