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电视购物频道差异化战略的应用

Author(s)：
周建

Publication Title：

Wen Yuan (Middle School Edition) 2021 No.07

Affiliations：
（江苏省广播电视总台，江苏南京 210000）

Abstract：
现阶段电视购物频道存在着会员活跃度不足、产品品类单一、销售渠道集中等问题。本文就电视购物频道差异化战略的应用展开探讨，第一阶段通过供应链改革推动销售商品的全面升级，打造品牌和自营的爆款商品，短时间内拉动销售；第二阶段通过累积用户数据、沉淀用户需求，逐步实现可持续性的竞争优势；第三阶段以主营电视渠道为端口，拓展电子商务等其他渠道，构建自身的供应链生态体系，实现以电视购物的可持续性购买为逻辑的，包含资金、技术、研发、销售、服务等方面的全体系发展目标。

Keywords：
电视购物；差异化战略；供应链改革

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[1] 周建.电视购物频道差异化战略的应用[J].Wen Yuan (Middle School Edition),2021(07),.

文渊(中学版)

Wen Yuan (Middle School Edition)

Language: 中文

CN：11-9275/G

ISSN：2096-627X

Publication Frequency: 月刊

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