| Summary: | 碩士 === 中國文化大學 === 韓國語文學系 === 103 === Abstract
The so called TV Shopping refers to a new shopping system which grew up very fast thanks to the rapid expansion of the internet. The TV Shopping channel broadcasting product demonstrations or explanations towards consumers who just stay at home to place order online and make electronical payment to the sellers through credit card, bank transfer and/or membership card.
TV shopping business has boomed up greatly in Korea and Taiwan recently. The most beneficial advantage is that it enables the sellers to get in direct contact with the buyers without a physical store while the buyers can obtain whatever products or services they needed online without the limitation
of time and space. Author, a graduate student of Korean nationality on this subject, has found quite a few articles and thesis related to this subject, but most of them are oriented from the viewpoint of the comsumers behaviors or promotion effects for statistical and analytical purposes. Few studies deal with successful cooperation cases between Korea and Taiwan as an example for the study. This study has found that the Eastern Shipping Channel, after cooperated with CJ Shopping Channel in Korea, now become the biggest shopping channel in Taiwan. A second case is, the MOMO Shopping Channel, after cooperated with Lotte Shopping channel, now become the second biggest shopping channel in local market. Through the introduction made by V Shopping Channel, the slow juicer imported from Korea now successfully entered into Taiwan market. A certain Korean trader imported storage box made in Taiwan and arranged C Shopping Channel for promotion. Out of expectation, originally the shopping channel reserved one hour for this program, but only forty minutes, two containers of storage box firstly imported were sold out. It created an hot sales wave of that storage box in Korean market. There is another case. The ‘SupaMop Hao Shen Tuo’, made in Taiwan, after the TV shopping channel introduced this product to the public, Immediately caught the attention of Korean consumers. They said the manufacturer has to work overtime to export 70 containers of SupaMop Hao Shen Tuo weekly.
This thesis is mainly concentrated on the analysis and research of a revolutional electrical appliance called slow juicer which the manufacturer insisted to make of highest quality, how it can successfully entered the TV Shopping Channels in Korea and Taiwan, how it can reach highest exposure rate in short period to win enviable sales record. In fact, this product has entered the market in 65 countries in less than two years. This study attempts to provide this unprecedented case for those entrepreneurs who want to develop Korean and Taiwan markets as a control group. Author deeply hopes in the near future to see more and more successful cases to bring continuous prosperity and progress for both Korea and Taiwan.
Key words: TV Shopping both in Korea and Taiwan, slow juicer, HUROM
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