RESEARCHING ON THE STATUS QUO AND COUNTERMEASURES OF THE DEVELOPMENT OF TV SHOPPING -TAKE FILM AND TELEVISION SHOPPING PROGRAMS AS AN EXAMPLE

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In recent years, the way of consumption has had a great change, with the appearance of fast-paced life way and the life concept of enjoy. The TV shopping won more and more consumers’ unanimously favor as a result of its advantages of convenience, high quality and common price adapted to this life way change. According to the survey, as of 2016,the domestic TV shopping industry market size has reached to more than 100 billion yuan and there are nearly 160 businessmen engaged in this industry. The industry will grow rapidly in the next decade and it is expected that the sales of this industry will reach to RMB510 billion. The industry will create a high profit point for the relevant businesses and send customers convenience. But at the same time, its industry development problems are increasingly apparent. Relatively speaking, this industry developed rapidly in some countries such as the United States and South Korea. Its development scale and industry influence are far more than China. By analyzing the typical success stories of Korea and the United States, this paper understands the important reasons for the rapid development of TV shopping in these two countries. There are many problems in the domestic TV shopping such as the low commodity; the misleading program; the slow service guarantee and the low related professional level. The main reasons for these problems are the negative management of TV media; the low entering threshold; the lack of government supervision and other aspects. This paper gives some constructive and operational advice and suggestions for solving the problems such as ensuring the product quality when selecting the resource; enhancing the soft competitiveness power with service concept; strengthening supervision by making up the loopholes; creating poly nary new media applications.