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A preliminary study on the content analysis and consumer response of TV shopping programs in Taiwan

abstract

In this study, 42 Taiwan TV shopping channel program units were selected by random sampling, and their sales strategies were studied.

Content analysis in service mode. At the same time, 9 consumers with TV shopping experience are invited to focus on it.

Group discussion.

Through the analysis of the project content and the qualitative analysis of FGD forum, the following results are obtained:

The sales strategy and service mode adopted by TV shopping channels are really related to the quality of products.

Functional goods prefer to use live demonstrations, film demonstrations and use situations to show the characteristics of goods; decoration

I like to use models to show products on the runway. Functional products emphasize after-sales service to win the trust of consumers and are decorative.

Commodities emphasize the choice of materials and the process of production to win the favor of consumers. Another important difference is packaging.

Decorative goods rely heavily on celebrity recommendation to attract consumers.

As for the score of the host, there is indeed a significant difference. Generally speaking, the host of VIVA has a face.

The upward score is significantly higher than that of the hosts of other channels. The host of Dongsen U Channel performed the worst. However, this time.

Our sample is not obtained by computer sampling, so it is impossible to make an overall performance of TV shopping channel hosts.

Fair competition.

1

A preliminary study on the content analysis and consumer response of TV shopping programs in Taiwan

Guo Zhen

Professor, Advertising Department, Chengchi University

The sales mode of TV shopping is in the ascendant in Taiwan Province Province or China. Turn on the TV,

It is possible to see this shot: half waist, sometimes winking at the audience. If it is interspersed with large ones.

In the partial close-up picture, a beautiful eye is full of emotion and tells about the body brought by a brand of underwear.

These TV shopping advertisements seem to firmly believe that "if you are afraid to do it, you are afraid to think", a kind of this summer.

Underwear ads, the most attractive, said it can be used in "human sculpture" and "as big as you want".

"Do whatever you want"; Dazzling, exaggerating, poor quality and miscellaneous price are the power of ordinary people.

It depends on the impression of advertisements in shopping channels and commodity sales programs.

Some TV shopping is a successful advertising business, and small operators use this to mail counterfeit goods to consumers.

Cheating money; Some operators sell fakes, but after selling them, they will

I believe that after the completion of the task, any quality problems in the later period will be ignored, and there is no after-sales "three guarantees" service.

Infringe on consumers' rights and interests, resulting in fewer consumer disputes. After careful study, it is difficult for us to find that TV shopping implies the following points.

Several shortcomings deserve the attention of the competent authorities and should be properly managed and regulated. (1) Advertising exaggerates propaganda and reality.

Product symbol; (2) false promises, no guarantee after sale; (3) star temptation; (4) High-tech deception.

TV shopping started from 1992 in Taiwan Province Province, which belongs to a new type of no-store sales link. According to the electronic comparison scheme.

According to the follow-up survey of sales database, respondents aged 0/5-59 in Taiwan Province Province used TV shopping channels to shop more than.

It rose from 5% of 1999 to 1.9% in 2002, but jumped to 6.5% in 2003 and 2004.

It rose to 8.5% (Qiu, 2005). In other words, the development of TV shopping in Taiwan Province Province has experienced a period of ups and downs.

Ups and downs. At present, few TV stations in China have launched all-weather shopping channels. Dongsen wants to buy a company.

Camp, for TV shopping channel makeover, create amazing performance. Each opening of Dongsen Tesco ends at 1999.

The daily turnover was only 60,000 yuan, but it increased to 2.2 billion by 200 1, so it entered the top 500 services of Commonwealth magazine.

At present, Dongsen Shopping has 2.3 million members nationwide, and its revenue has increased nearly 60 times. Prepare for nearly 2.

Fubon Momo Shopping Channel, which invested 500 million yuan, also started broadcasting in 2005 10, 65438, joining the battlefield of TV shopping and breaking the past.

Dongsen's monopoly on the market will not give consumers a variety of choices. Citic group acquires ViVa TV

The opening of the 10 material channel in August opened the "three-legged" situation of the TV shopping industry, and also made Dongsen, Fubon and

CITIC's three consortia have greater opportunities (Chen Yijun, August 2005, 1 1). In addition, Chunghwa Telecom Ministry of National Defense

Also ready to grab the business opportunity of TV shopping. Jeb is the manufacturer responsible for TV shopping on Chunghwa Telecom's MOD platform, and has always been.

Kay said that at present, there are only seven TV shopping channels, and there are only seven products that customers can choose at the same time. Through MOD (many

Media-on-demand video) platform, consumers can use their own time to choose the products they need (Chen Shiyao,

E tianxia, March 2005).

According to the 3D consumer research database in 2006, this paper analyzes consumer brands and shopping habits.

Consumers can be divided into the following three categories: (1) impulsive heavy consumers (impulse &; heavy

Shoppers), (2) Sexually loyal consumers (rational &; Brand loyal buyers), (3) desert consumers.

2

Cold & isolated consumers. Among them, the first type of impulsive consumers is more important than other ethnic groups.

They prefer TV shopping. In addition, they have the following brands and shopping habits: They like shopping and often buy the East.

West, spending money on false thinking, influenced by sales staff, accepting goods endorsed or recommended by celebrities, allowing reasons.

I bought new products to try out the use of the products, and I bought products because I saw advertisements and liked to try to appear in electricity.

Video products. In another related market survey, they found that the TV of a new sex group was influenced by it.

Besides enjoying news information and financial channels, they often watch TV shopping channels.

The main purpose of this study is to discuss the content of TV shopping channels and their various sales.

And service technology; Then discuss whether these sales and service policies have the same service effect on consumers.

In other words, this study attempts to achieve the following goals:

1. Discuss various sales and marketing methods used by TV shopping channels and TV shopping programs.

Service strategies and skills.

2. What are the main test factors for consumers in the process of making purchase decisions?

Literature discussion

TV shopping channels and shopping programs

The cable TV shopping channel was first founded in America, where people shop at home. At that time, it was called information advertisement.

(informercials) channel, usually a pre-shot program video with a length of 30 seconds to 30 minutes or 1 hour.

Most of them are broadcast in the morning, after midnight or other opening hours (Hai Rong, 1997). The main content is to present and describe the superiority of the product.

This program was all the rage between 1940 and 1960. Silence after 1960 and recovery before 10.

Sheng, its sales have so far exceeded $65.438+0 billion, and its prospects are promising (Deng Rongkun, 654.38+0995). Another scholar has studied American QVC.

The shopping channel (Stephens, 1996) found that the shopping channel was made into a program similar to the general program, with the introduction of the host.

Join the caller and let the audience interact with the host. The host and the program itself provide a variety of services, which is impressive.

In 2002, the sales of TV shopping in the United States reached 7.3 billion dollars, accounting for the total sales of goods in the whole society.

According to the current growth rate of 9%, by 2006, the American TV shopping market will reach $654.38+004 billion.

In 2002, the turnover of TV shopping in Japan was $6 billion, and that in South Korea was $3 billion. TV shopping is in Taiwan Province province, China.

It is also very developed. The number one home shopping company in the world by sales is the American company Kvis, whose sales in 2002.

The amount is $4.38 billion.

The Development of TV Shopping in Taiwan

The starting price of TV shopping in Taiwan Province Province is 1992. At first, because of the untidiness of the operators, the products sold were few and concentrated in the United States.

Capacity, breast enhancement, increase, and health care drugs. Sales methods tend to exaggerate the reality, which is caused by the good effect of consumers after using them.

There are many controversies (Peng Yuxian, 1999). In 2000, the government passed the Hygienic Food Management Law, which was originally full of shopping.

We should standardize the drugs and health food of the channel and raise the threshold for entering the TV shopping channel industry in Taiwan. At this time, Dongsen Media

The Group has become an exclusive shopping channel, operated as a specialized shopping channel, and cooperated with the largest TV shopping channel operator in Korea.

Technical cooperation to develop TV shopping information system. Since then, Taiwan TV shopping channel has entered the stage of specialization and enterprise management (Xie

three

This article, 2004). In 2005, Fubon Momo was launched and purchased with ViVa TV invested by CITIC Group in August 10.

With the launch of TV channels, Taiwan's TV shopping has officially entered the "top three" era.

Table 1: the development of TV shopping channels in Taiwan

Development situation

1992

1. wireless quick buy comes into play, and Wanda follows up.

Due to the lack of programs, the system station pays TV shoppers to buy programs.

Competitors join 1993, and TV shopper payment system stations are everywhere.

1994 new vision shopping channel officially opened.

1995 1. Over-saturation, quality first, and the market is shrinking rapidly.

2. Instant purchase companies enter TVBS through the purchase period.

1996 TV shopping medium-sized businesses are doing well, while small businesses are struggling, but some products are still selling well, such as

Maple King, Jumelle's slimming cream/cream.

In June, 1999 1. 8. With the implementation of the Health Food Law, operators have become more conservative in order to avoid breaking the law.

2.92 1 The scale before the earthquake was about NT$ 5 billion, and it showed a straight line after the earthquake.

3. Dongsen Tesco opened on February 2 1 65438.

In 2003, Dongsen Tesco 2 opened in 1.

In 2004, three sets purchased by Dongsen opened at 1.

2005 1. Dongsen Shopping 5 and Shopping Hotline were launched on 1 and landed at Fubon Momo Station on the same day.

Broadcast.

2.8 10, CITIC ViVa TV Shopping Channel was launched, shopping with Dongsen and Fubon Momo.

Form a situation of "three pillars".

Source: Sheng Long (2004) and the whole study.

There is little research on shopping channels at home and abroad, and scholars have found that the audience watching shopping channels is not purely for

Shopping, many of them are for seeking information and entertainment. The more interaction between the audience and the host of the shopping channel, the more it will be.

Increase their interest and frequency of watching, so as to increase their purchase intention and behavior (Grant, 199 1).

It is found that TV shoppers can be divided into four tendencies: haggle over every ounce, quality-oriented, brand-oriented, and like TV shopping.

Scholar Xiuzhu (1999) once investigated the audience characteristics of TV shopping channels and found that the audience watching TV shopping channels was male.

The sex ratio is large, but the income is higher, the age is longer, and most of them are married. But TV shoppers are different from non-TV shoppers.

However, there are significant differences in the gender ratio of TV shoppers. The former is mostly concentrated on gender, mostly 30-49 years old, and the gender is relatively high.

Secondary vocational education program, married housewives, personal income between 30,000-60,000 yuan (Dexin, 2004). Xie Wenzhong (2004)

It is believed that the diversification of TV shopping products, coupled with the live broadcast of the host and instant promotion, is indeed more attractive than the traditional way.

People.

Advertising attraction and sales strategy

four

Advertising appeal is a bridge between advertising information and consumer motivation. Sales people first understand the main ideas from market research.

Want the characteristics of consumers in the target market, and then set the most effective advertising appeal according to their needs. Qiu Xin

Hua (200 1) once divided the advertising appeals discussed by predecessors into the following types (Table 2).

Table 2: Summary of Advertising Appeal Types

Appeal type

scholar

Product characteristics and creativity beneficial to brand image

Aker & Norris (1982) News/Gender/Cognition

(Information/Reason/Cognition)

Images/emotions/feelings

Vaughan (1980) Thinking and Feeling.

Putuo & Ayers (1984) Roster

& Percy (1987)

Information enrichment and transformation.

(transformation)

Snyder & Debon (1985) clothing sells hard and sells soft.

Appeal)

Park (1986), Jowhar &

Sir (199 1)

Work, practical (utilitarian) value transmission (value-

Expression)

Terry & Kelly (1997) is rational and emotional.

Source: Qiu Xinhua (200 1)

Although there is only one advertising appeal, it can be conveyed by the same advertising display method. Xie Wenzhong

(2004) Ten common advertising expressions summarized by scholars were cited to investigate their influence on consumers. These ten women.

The forms of expression are: direct explanation, problem solving, drama, life fragments, experience comparison and testimony.

Celebrity recommendation type, Italian type, threat type and suspense type.

marketing strategy

TV shopping has been very popular in China in recent years, and it still makes people stunned even during the economic downturn.

The sale was successful. The usual promotion methods in TV shopping channels are limited sales, limited sales and free.

Gifts and so on. It is often considered as one of the reasons that cause consumers' desire to buy. Chen (2004) used experimental methods to explore.

Ask TV shopping channels commonly used promotional methods such as limited time, limited time, gifts, etc. whether it can really increase the purchase of viewers.

Purchase intention, and the intermediary effect or other effect of consumers' perception of commodity value. The self-change of experimental exercise is limited.

Hourly pressure (big or small), extreme pressure (big or small), gift value (low, high and often high), etc. * * Yes 12.

The results show that: (1), when the audience's perceived value of goods is consistent, the time limit is limited.

Have a significant impact on the purchase intention. (2) The pressure restriction has both the perceived value of the audience and the purchase intention of the audience.

Significant influence, and perceived value is the intermediary change between pressure restriction and purchase intention. (3) Policy restrictions are more than restrictions.

Time strategy can affect the audience's perceived value and purchase intention. (4) Time-limited stress and gift value intersect.

Interaction, directly or indirectly (through the perceived value of goods) affects the purchase intention. When the time limit is too high, just give it.

five

There is a nonlinear relationship between product value and purchase intention. With the increase of gift value, the purchase intention first rises and then falls.

Fashion.

As far as service strategy is concerned, Patty and cacioppo (198 1) summed up the same service path in their classic works.

Such as motivation, learning and restriction, attribution, etc. And eventually change these many policies and attitudes.

It is concluded that the "central diameter" and "edge diameter" are larger. This study will carefully analyze the various channels used in TV shopping.

Various sales techniques and service strategies. For example, it is emphasized that celebrity recommendation belongs to marginal service, and goods are specialized in technology.

The production process is to resort to the central road. This study will discuss how the sales skills in TV shopping programs are combined.

Serve the center diameter and edge diameter to achieve its sales purpose.

For example, the TV shopping channel in Taiwan Province Province has created many shoppers or sales stars besides these sales stars.

In addition to personal charm, there is also a set of sales series to explain the advantages of products and how to meet the needs of the audience. At first,

We must start with the demand, and then talk about the function, characteristics and added value of the product; Then promote sales: is there a discount?

Gifts, and finally, please call the audience to avoid missing the plane. While selling products introduced by stars, the TV screen is broken.

Sound effects, models, guests and other links are all "added" to stimulate consumers' desire to buy. Chen Qianru, Director of Ogilvy Group

It is pointed out that every TV shopping program is an audio-visual hypnotic program, and its content can be found every second after careful disassembly.

And the actions are carefully designed, such as when to talk to consumers, when to put the bridge, and when to put it.

It's time to have a rest. Let consumers think about it and play music. Every 30-minute program has a specific program.

Rhythm (Chen Shiyao, E World, March 2005).

research method

In this study, content analysis and focus group discussion were used to collect information. In the content analysis part, the researcher chooses

One of the most representative TV shopping programs, and then analyze it according to the coding purpose. Limited by research.

Due to limited funds, it is impossible to do large-scale and wide-ranging TV shopping programs by random sampling.

Italy's sampling method first distinguishes TV channels from commodity items, and then selects the most important channels in each time period.

Representative programs, plus the 42 TV shopping program units around them, are finally included in the analysis.

See annex 1 for the implementation process.

The main points in the content analysis coding table are divided into major items: sales strategy and service model, as well as the host's

Style and performance. The former is further divided into product sales form, price promotion, product display and display, and product information.

Introduction, and several details of product recommendation; The latter focuses on the personal style and professional performance of the host.

Please refer to Appendix 2 for the coding table.

Focus group discussion is to invite 9 consumers who have had TV shopping experience and these 9 consumers.

% of the age range covers people aged 30 to over 60, and the age distribution is 20-29 years old with 3 digits, 30-39 years old/kloc-0 digits and 40-49 digits.

Five old people, including five men and four women. Most of them live in counties and cities around Taoyuan.

The topics discussed are personal TV shopping consumption experience and attitude towards TV shopping.

For a summary of the FGD discussion, please refer to Annex 3.

research results

six

content analysis

The researchers selected 42 projects, including 5 3C projects and 5 health maintenance projects.

Four exquisite jewels, five household appliances, five costumes, three delicacies, travel, five pieces of furniture and bedding,

Three kitchen utensils, others.

Because there are too few original samples, the original products are classified as functional goods and

Ornaments and others. Among them, functional commodities include 3C drill bits, household appliances, furniture and bedding, kitchen utensils, etc.

It belongs to durable goods or practical goods, but belongs to other medical goods.

The nose lamp device and Polaris MT wide-angle overspeed warning device will also return to functional goods.

Decorative goods include health and beauty products, exquisite jewelry, clothing and other products, which can modify the appearance and give way to the outside.

Commodities with a good image, in addition, functional or decorative commodities such as food and leisure tourism are all

Give it back to others together.

Table 1: reorganization of TV shopping programs: functionality and decoration

Functional commodities 3C, household appliances, furniture bedding, kitchen utensils, others (alarm devices and nasal cavity).

), ***2 1

Decorative products health and beauty, jewelry, clothing, *** 14.

Other food, leisure travel, others, ***7.

In the form of product sales, most products have no sales form (accounting for 40.5%), and now there are sales forms.

Among commodities, restricted commodities account for the most (33.3%).

Table 2: Commodity Sales Model

Special sales table. %

No sales form 17 40.5

Snap up in a limited time 3 7. 1

Commodity only 14 33.3

The first sale in Taiwan Province is 1 2.4.

Exclusive goods 7 16.7

Total 42 100.0

The form of promotion used in TV shopping programs, most programs will emphasize the price of the products sold.

Very suitable (76.2%), followed by giving gifts (42.9%).

seven

Table 3: Commodity Promotion Table

Frequency of promotion forms. %

Commodity discount 8 19.0

Gift 18 42.9

Emphasize low prices 32 76.2

Emphasize warranty 8 19.0

(N=42)

TV shopping programs pay great attention to the presentation and display of products, and more than half of the programs show products on the spot.

(54.8%) functionality will also be marked with paper cards (52.4%). Besides,

It is also often used to show the use of goods through movies or model performances (57.438+0%).

Table 4: Product Display and Exhibition

Frequency of product introduction and display. %

On-site demonstration of product functions 23 54.8

Product function demonstration in the film 14 33.3

Paper cards show product functions 22 52.4

Show product usage scenarios 24 57. 1

On-the-spot demonstration of product advantages by means of comparison 15 35.7

In the film, the superiority of the product is demonstrated by comparison.

nature

1 1 26.2

Show the superiority of products with contrast paper cards 12 28.6

Models show their goods at fashion shows (without emotion) 17 40.5

(N=42)

Tv shopping is a virtual link, consumers can't touch the product in person, only through the screen and the host.

People know the information related to products, so they know the products clearly in TV shopping programs.

Relevant information is very important. According to the data in this study, the host explained the product in detail in the program.

The usage rate is 6 1.9%, and the material selection or production process of the product is explained by the host or the film, accounting for 59.5%.

eight

Table 5: Product Information Introduction

Product information introduction. %

Moderator explains how to use the product 26 6 1.9.

How to use the products shown in the movie 6 14.3?

Introduce the brand information of the product.

(including history and anecdotes)

16 38. 1

Show product-related certificates and win prizes 12 28.6

Explain the material selection and production process of products 25 59.5

Pay attention to after-sales service 10 23.8

(N=42)

It is normal to seek the testimony of the third party in TV shopping programs, and it is also normal in celebrity recommendation, expert testimony and consumption.

There are not many programs used in the three common ways of third-party testimony, and the most is to quote media photos.

News reports (35.7%).

Table 6: Product recommendation methods

Product recommendation frequency. %

Celebrity recommendation (including spokesperson) 6 14.3

Expert testimony 2 4.8

Consumer certificate 5 1 1.9

Quote media news reports 15 35.7

Play information advertisement 8 19.0

(N=42)

Almost every TV shopping host will guide consumers' demand in some special ways.

92.9%), or with their own experience or the experience of relatives and friends (42.9%), the majority of the hosts.

Will highlight the hot sale of goods in the program and ask consumers to act quickly (54.8%).

Table 7: Host Style

Host style frequency. %

Guide consumers to create demand 39 92.9

Strive for the interests of consumers 8 19.0

Looks, methods and experiences of relatives and friends 18 42.9

Ways to show yourself 3 7. 1

Mass hype (highlighting the hot sale of goods) 23 54.8

Highlight the host status in program 3 7. 1

(N=42)

nine

Occasionally, representatives of manufacturers will attend TV shopping programs, but most of the programs are still dominated by the host.

(69%), a few manufacturers' representatives will steal the demeanor of the host and dominate the program (4.8%).

Table 8: Leading Program Participants

Dominant program frequency. %

Moderator-led 29 69.0

Supplier-led 2 4.8

Both parties are in the same dominant position 1 1 26.2.

Total 42 100.0

Researchers believe that TV shopping programs may adopt the same sales strategy for the same products, so first of all,

Cross-analysis is used to investigate whether functional goods and decorative goods focus on sales strategy.

There is a difference.

In the presentation and display of products, we find that the goods of the same product are in the "live display function" and "shadow"

There are significant differences in the adoption of film display function, use situation, model catwalk and so on.

Table 9: Product Display Mode-Functional, Decorative and Other Commodities

Wonderful comments

On-site demonstration of product functions

.002

Functional goods (69.6%), decorative goods

(30.4%), others (0%)

Show product features in the film.

.020

Functional goods (78.6%), decorative goods

(8.3%), others (0%)

We find that functional goods pay more attention to the function of on-site display, in other words, they have the function of on-site display.

Among commodities, functional commodities account for 69.9%. In terms of displaying the functions of commodities with films, functional commodities also

Accounting for 78.6%.

Paper cards show product functions.

Show the use of the product.

.000

Functional goods (66.7%), decorative goods

(2 1.4%), others (25.0%)

On-the-spot demonstration of product advantages by comparison method

Sex.097

In the film, the Excellence of the product is demonstrated by comparison.

Transsexualization 202

Show the superiority of products with contrast paper cards

produce

product

Obey

at present

and

exhibit

show

.592

The model displayed the goods at the fashion show.

.002

Functional goods (29.4%), decorative goods

(64.7%), others (5.9%)

10

In addition, we also find that functional goods often regard "usage situation" as a service strategy.

, accounting for 66.7%, on the contrary, only 8.3% of the programs use decorative goods. The reason may be that

It is a functional commodity, and through the display of various use situations, the possibility of consumers using the commodity is increased.

Such as cameras, video cameras, etc. , or experiential goods such as bedding and furniture are all worn by models.

Pajamas pose comfortably on the bed, creating an experience situation and making consumers believe that they are buying this kind of business.

Products can have the same experience.

In the presentation and display of products, decorative products often use the way of "model catwalk" to display products.

Accounting for 64.7%, and only 29.4% of functional goods are catwalks with models. It may be decorations, such as clothes.

Jewelry, boutique bags and other goods, there is not much use to show, so most of them use the "model" side.

Show the type of goods.

Table 10: product information introduction methods-functionality and decoration and other commodities

Wonderful comments

Moderators know how to use the product 23 1

The solution of the product is shown in the film. 6 15

Introduce the brand information of the product. 133

Show product-related certificates and win prizes. 122

produce

product

Among the goods that emphasize after-sales service, functional goods account for 90%, while decorative goods do not.

Perhaps decorative goods do not need warranty or maintenance, but functional goods, such as 3C products or household appliances.

All need after-sales service such as warranty. Therefore, functional products pay more attention to the clarity and intensity of after-sales service than decorative products.

Interestingly, if we only compare functional and decorative goods when providing brand information, we will send them.

It's obviously worse now. In other words, we find that most functional goods do not provide brand information, but they are decorative.

More than half of the products will provide brand information.

In product recommendation, 83.3% of products recommended by celebrities are decorative and functional.

Only accounts for 16.7%. It can be inferred that decorative goods have no functional basis to display, so they need the promotion of celebrities.

Recommended, in order to deepen credibility.

Explain the material selection and manufacturing process of the product.001

Functional goods (36.0%), decorative goods

(56.0%), others (8.0%)

money

news

intervene

The continuation/abbreviation of Shaoxing

Emphasize after-sales service. 0 12

Functional goods (90.0%), decorative goods (0%),

Other (10.0%)

1 1

Table 1 1: products recommended by celebrities-functional and decorative and other products

Total number of celebrity recommendations

It's nothing.

Product functional goods 55.6% 16.7%50.0%

25.0%, 83.3% and 33.3% of decorative items.

Other commodities 19.4%.0% 16.7%

100.0% total 100.0%

Note: Chi-square value is 8. 16, significantly 0.0 17.