插上“T2O”翅膀的电视购物会有怎样的未来?

Study on the Future of TV Shopping “T2O”

风靡一时的电视购物在国内经历了由盛转衰的不同阶段,目前出现行业业绩下滑,前景黯淡无光的景象。这与传统媒体尤其是电视媒体的到达率下降不无关系,当然,更大的冲击乃是以互联网为载体的新媒体购物方式。新业态发展下,电视购物消费者究竟有怎样的购物特点?电视购物行业存在着哪些急需改变的问题?今后的崛起之路又在哪儿?

TV shopping,prevailing for some time in China,has experienced different periods ranging from prosperity to decline. At the current stage,this industry is declining. It has a bearing on the decrease of reach rate of the traditional media,TV media in particular. What remains more obvious is that the shopping way symbolized by new media,with the Internet as the platform,has brought an even larger impact to the industry.Against the background of the new type of business,what kind of features would the consumers of TV shopping present？ Which factors are in urgent need of changing in the TV shopping industry？ What is the future for the rise of TV shopping？