|dc.description.abstract||TV home shopping is an important way to purchase goods for busy people. TV shopping is an industry with complex structure. Because of keen competition, those companies just starting and considering to entering the TV shopping industry have strived to gain market share and become major players. The vertical integration is the most common business strategy for TV shopping companies. It builds competitive advantages by integrating products supply、TV platforms、cash flow、logistics and the cable TV network.
More and more consumers choose to purchase goods at home, like Web shopping、TV home shopping to save the traffic time and decrease the waste of resources. In order to strengthen consumers’ trust about TV home shopping, TV home shopping companies launch many services such as ”free for delivery”,” 24hr home delivery” and “ 10 probation days and free for returning and exchanging goods” to make TV shopping more convenient to consumers.
Channel diversity is the strategy for TV channel company to win. Integration of the advantage from TV, catalogue, mobile and internet, presence in both virtual channels and physical channels and supply chain excellence from production, marketing, IT and logistics are important factors to win in TV channel industry.
Logistics is the vital for enterprises to win and Taiwan logistics service providers have improved in last years. The new services do change consumers’ shopping behaviors; such as picking up from CVS, 24hr home delivery, 10 probation days and free for returning and exchanging goods, Therefore, success or failure of TV channel makers depends highly on the logistics capabilities. In other words, logistics capability is very important to the virtual channel.
The conclusions from the research findings are as follows: 1.to leverage speedy home delivery to lower the return. 2.to use the new logistics both skill and technique to upgrade logistics performance. 3.to use the customer relationship management to create more and more business. 4.to create the value of TV channel with all of strategy partner. In addition, there are also some suggestions from this study: 1.Enhance the human resources development to avoid recruiting from the other companies, 2.upgrade the depth of product increase product variety and enhance the management of supply chain, 3.develop the China market and become the global company.