The study on key success factors of television shopping’s private brand:take one Taiwan's television shopping channel as an example

• Main Authors: Wang Ching-I, 王靜怡
• Other Authors: Chiu, Kuang-Hui
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/28758068395331542168

碩士 === 國立臺北大學 === 企業管理學系 === 98 === In light of the rapid development of TV shopping around the globe, the authority in Taiwan has also released 10 cable channels for TV shopping. The competition in the TV shopping market is becoming more intense. To create a business blue ocean, many TV shopping channels have established their own sales channels and private brands. However, can they really obtain expected effects with their private-brand products? What are the key success factors for them? These are the issues investigated in this study. Through literature review and fuzzy Delphi method, this study constructed a private-brand product sales performance evaluation framework for TV shopping companies. This framework consisted of six measurement dimensions, including brand management, channel advantage, product advantage, consumer behavior, brand management team, and financial operation. Based on these dimensions, 25 evaluation criteria were induced from expert opinions. In addition to these criteria, current private-brand products were used to evaluate TV shopping channels’ performance in the sales of private-brands products in an objective and comprehensive manner. Findings suggest: among the six dimensions, “brand management”, “product advantage”, and “brand management team” are relatively more important; among the evaluation criteria, “channel group”, “customer relationship management”, and “inventory management” are more highly emphasized by experts. The evaluation result with current private-brand products of the case company is consistent with the result it has obtained from a survey of consumption of its private-brand products.