| Summary: | 碩士 === 南台科技大學 === 資訊傳播系 === 93 === The aim of this study is to examine the strategic management through multiple channels of the TV home shopping among the non-store retailing market in Taiwan. The case company, “Eastern Shopping” (ES), is the first one to integrate five media channels into single non-store retailing in a systematic way and has gradually become the top one. This case study concludes four key success factors: brand, market, service and alliance, through the mode of Click-and-Mortar and multi-channel marketing. Moreover, on the basis of “Brand Leadership”, “Market Segmentation”, “Customer Relationship Management” and “Strategic Alliance”, the research analyzed the successful mode of TV Home Shopping for the related industries.
By in-depth interviews with the related key persons and documentary analysis with 370 items of news, the research concluded five core abilities of case companies: the ability of product marketing and development, the friendly partnership of valued-chain, professional TV program production team, perfect management of call center and distribution system; as well as the operation mode of business flow, cash flow, distribution flow and knowledge flow. By SWOT matrix and five-force analysis, the resultant shows that: Eastern Shopping utilizes core resources advantage to integrate six strategies into multi-channel development, as follows:
(1)Brand Leadership: to establish brand leadership advantage with brand organization, framework, identification and implement.
(2)Channel Integration: synchronicity of five channels with integrating call center and distribution system.
(3)Market Segment: on the basis of media characteristic to establish the optimum segmentation with diversified product display and development.
(4)CRM: application of personalization and interaction on trading process and price.
(5)Strategic Alliance: to include team merchandising, cash alliance, distribution channel alliance and technology alliance.
(6)Global Market: focus on foreign market entry and digital technology.
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