A Study on the business and Development of TV home shopping industry in Taiwan:The Example of ET Mall shopping Channel

• Main Authors: Chien-Hui Liao, 廖千慧
• Other Authors: Chia-Hsing Huang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/57440938797062997534

碩士 === 國立雲林科技大學 === 財務金融系碩士班 === 93 === Since 1999, after the successive implement of “Radio and Television Law” and “Health Food Control Law”, Some channel owners have taken advantage of the cable channel to promote sales the hairdressing weight reduction products, the workout drugs…etc., for the Taiwanese television shopping they are the first. In recent years, the “ET Mall” conduct is most successful. The “ET Mall” is designing and a great deal of devotion capital first and conducts the shopping channels with the professional mode, and introduces the technique of the foreign operation with combining oneself the advantage of the television media, and plus to control the domestic city the consumption trend and customer gradually change of consumption mindset, the marketing method that turn with the profession promotes sales the merchandise successfully. This research tries to use “Five Forces Analysis” and “SWOT Analysis” to study the industry environment of television shopping and the operation method, competition ability advantage, benefit and face of threat of “ET Mall”, and gives analysis and suggests for the future trend of the industry and the future development direction of “ET Mall”.