快乐购的SWOT分析及对策研究

经济管理学院2015届毕业论文

论文题目快乐购的SWOT分析及对策研究专业工商管理

班级2011级1班

姓名金昕沂

学号**************

指导教师陶淑芬职称教授

２０1 5 年 6 月 1 日

[摘要]快乐购作为我国内地第一家电视购物专业频道，从其成立至今已有九年时间。快乐购从“电视百货、连锁经营”起步，定位于“媒体零售、电子商务”，致力于跨行业、跨媒体、跨地区发展，成立九年来成长为我国国内新一代电视购物行业领军者。但是由于发展上的局限性，快乐购也面临极其严峻的考验。目前我国电视购物企业数量众多，但是在法律制度、经营战略、电视购物节目内容等方面都存在着各种问题，也导致了其风险防范性和抵抗性都较弱。因此如何解决其发展过程中的不足成为了需要研究的重要课题。这对于快乐购的发展乃至整个湖南地区的地方经济都具有非常重大的意义。

本文通过对湖南电视台电视购物典型代表—快乐购进行SWOT分析,发现其主要存在的问题是覆盖区域限制、定位狭窄、主持人整体素质不高、观众品牌忠诚度差等，难以适应新的形势。为了解决这些问题，提出了包括应实现规模经营、扩大市场定位、培养主持人个人素质、加强品牌建设等对策和建议，以求成为中国最具竞争力的电视购物企业、中国最具价值的全通路电视购物服务供应商,乃至中国自己的全球媒体零售集团。

[关键词]快乐购 SWOT分析电视购物

[Abstract]HAPPYGO, the very first television channel specializing in television shopping within the mainland of China, has come into being for 9 years. HAPPYGO defined itself and initiated its operation respectively as “a television depa rtment store” and “in chain-store operations”, with its positioning “media retailing and electronic business”. It has been concentrating in cross-industry, cross-media and cross-region development. And now, it has become a pioneer in new-generation household shopping industry of China. However, HAPPYGO is also faced with great challenges due to the limits of its development. At present, television shopping enterprises enumerate in China, but all kinds of problems exist in such aspects as relative laws, regulations, operating strategies and contents of television shopping programs. These problems result in weakness in risk prevention and resistance of television shopping industry. Therefore, how to resolve the problems and overcome weak points during its development process becomes an essential subject to be delved. And this will greatly contribute to the development of HAPPYGO and the economy of whole Hunan province once above problems settled.

This thesis has done a SWOT analysis on HAPPYGO, a typical representative of television shopping in Hunan TV station, and it finds the main problems existing in this industry are Covering areas restricted;Location stenosis ; Hosts’overall quality is not high and Poor brand loyalty of Audience, etc. To solve these problems ,the thesis has proposed some advice, like Achieving scale operate;Expanding market position; Cultivating personal qualities of hosts; Strengthening brand building; so as to making HAPPYGO to be a most competitive television shopping enterprise, a most valuable supplier of all-channel television shopping service, and even a global media retailing group company of China.

[Key words]Happygo; SWOT Analysis;TV Shopping

目录

中文摘要 (Ⅰ)

英文摘要 (Ⅱ)

目录 (Ⅲ)

引言 (1)

一、快乐购简介 (2)

二、快乐购的发展现状 (3)

（一）快乐购经营状况 (3)

（二）快乐购发展模式 (4)

三、快乐购发展的SWOT分析 (7)

（一）快乐购发展的优势（S） (7)

（二）快乐购发展的劣势（W） (7)

（三）快乐购发展的机遇（O） (9)

（四）快乐购面临的威胁（T） (9)

四、快乐购发展的对策 (11)

（一）扩大市场定位 (11)

（二）培养主持人个人素质 (11)

（三）实现规模经营 (12)

（四）加强品牌建设 (13)

结论 (14)

参考文献 (15)