基于电视购物新渠道的中小企业整合营销模式的建立

The Building of Integral Marketing Pattern of SME Based on the New Channel of TV Shopping

电视购物对于中小企业意义重大，是第三次销售革命。如何避免电视直销的劣势，把握传统渠道的优势，建立电视购物新渠道和传统渠道相结合的整合营销模式是企业研究的重点。文章从产品生命周期出发，探讨了从产品导入期到成长、成熟期，营销模式如何逐步改进、建立完善经销渠道、不断提升品脾形象等问题。

TV shopping is an important channel to SME as the 3rd marketing revolution. How to construct integral marketing pattern based on the new channel of TV shopping and the traditional channels is the focus of the research of enterprises. This pat- tern can avoid the adversaries of direct sales on TV and grasp the advantages of traditional channels. Starting from the theory of Product Life Cycle,the problems of how to improve the integral patterns from importing term to growing term and mature term,build perfect distributed channels, upgrade brand status constantly are analyzed vividly in this paper.