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社会环境是近年来产业分析领域一个颇受关注的新视角。本文从城市化进程、人口结构和家庭结构的变迁等方面分析和研究我国电视购物业的社会环境。本文认为,近年来,我国出现的城市化进程加速、人口结构“老龄化”、家庭结构“核心化”以及电视与互联网“双核”并行的传播格局为国内电视购物业的发展提供了有利条件。但是,与其他国家相比,我国特有的行业美誉度低、主妇普遍全职工作等状况也成为电视购物业发展中的待解之题。未来,建立于成本控制基础上的“价格战”以及多平台优势的发挥是国内电视购物企业成败的关键。
The social environment is a new perspective that has gained much attention in the field of industrial analysis in recent years. This article analyzes and studies the social environment of China’s television shopping industry from the aspects of urbanization, population structure and family structure changes. This paper argues that in recent years, the process of urbanization in our country has accelerated. The parallel pattern of population structure “aging ”, family structure “core ” and television and Internet “dual-core Development provides favorable conditions. However, compared with other countries, China’s peculiar trade reputation is low, housewives generally full-time work and other conditions have become television shopping industry to be solved. In the future, the ”price war" based on cost control and the play of multi-platform advantages are the keys to the success or failure of domestic TV shopping enterprises.