摘  要

电视购物作为一种新型的市场模式，首先起源于美国。20世纪90年代初期，电视购物进入了中国，1996年至2000年是它发展的第一个黄金期。在这期间，它迅速发展，出现了1000多家电视购物公司，总收入超过200亿人民币。但是电视购物这些年高速发展的同时不仅带来了很多好处，也伴随着许多的陷阱。本文中，笔者对中国的电视购物进行了系统的分析，期望对促进我国电视购物的发展有所帮助。目前，中国的电视购物采用了两种操作模式：一种是直接在电视上销售。另一种是开辟一个专门的特殊频道。在本文中，电视购物的概念主要指的就是第二种购物模式，即在特殊频道播出的电视购物。在本文的研究中，笔者对我国的电视购物进行了较为全面的阐述和分析。文章由五部分构成。第一部分对电视购物的相关概念和发展背景进行了阐述。第二部分回顾了国内外对电视购物的研究成果。第三部分通过案例介绍了电视购物的陷阱，并详细分析了电视购物中陷阱产生的原因。第四部分针对陷阱提出了一些具体的对策。第五部分总结了全文，并展示了研究成果和文章的不足。文章也强调了研究的意义，并且提出今后研究的建议。期望通过本课题的研究，对促进我国的电视购物的健康发展有所裨益。

关键词：电视购物；陷阱；原因；对策
 
Abstract

TV shopping as a new marketing mode, originated in USA at first. It entered China in the early 1990s, and ushered in its first golden era from 1996 to 2000, during which, there emerged more than 1,000 TV shopping companies, with industry revenue already above RMB20 billion. But TV shopping has developed very rapidly during these years with both its advantages and pitfalls. In this thesis, the author makes a systematic analysis of TV shopping in China, attempting to make some contribution to the development of TV shopping. At present, the TV shopping in China adopts two modes to operate: One is TV direct selling mode. The other mode is operating a specialized channel. In this paper, the concept of TV shopping focuses on the second mode of TV shopping namely the TV shopping in a specialized channel. This thesis is composed of five chapters. Chapter One offers the basic concepts and the development background of TV shopping. Chapter Two reviews the previous researches abroad and in China on TV shopping. Chapter Three analyzes reasons for the appearance of pitfalls which illustrates with examples of pitfalls in TV shopping. Chapter Four offers its solutions for pitfalls in a detailed way. Chapter Five concludes the thesis and offers the findings and limitations of the study. This chapter also intensifies the significance of the research and provides some suggestions for further research. The author did this research attempt to make some contribution to the development of TV shopping. 

Key words: TV shopping; pitfalls; reasons; solutions

1 Introduction
This paper attempts to explore a systematic analysis of TV shopping in China. It offers the basic concepts and the common pitfalls of TV shopping through some examples and reviews the previous researches abroad and in China on TV shopping.