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电视购物是媒体和商品零售业相结合,在国外被广泛接受的一种无店铺销售模式,被誉为是“零售业的第三次革命”。虽然电视购物产业在国内拥有良好的发展机遇和广阔市场,但受到公信力和商誉缺失、法律监管和行业规范不力、渠道建设压力大等因素的困扰,处于刚刚起步的状态。只要大胆借鉴国外的成功经验,建立和健全相应的法规,加强行业监管力度,电视购物就能取得商业零售和电视媒体的双赢发展。
TV shopping is a non-store sales model that is widely combined with the retail of media and commodities and is widely regarded as “the third revolution in the retail industry.” Although the TV shopping industry has a good opportunity for development and a vast market in China, it has been in its infancy with its plagued factors of lack of credibility and goodwill, inadequate legal regulation, poor industry regulation and pressure on channel construction. As long as boldly learn from the successful experience of other countries to establish and improve the corresponding laws and regulations, and strengthen industry regulation, television shopping will be able to get commercial retail and television media win-win development.