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电视直销作为无店铺销售的一种形式已经有30多年的历史,在美国、加拿大等国十分风行。它以其方便、快捷、品种丰富、价格普遍较低等优势赢得了广大普通消费者的赞同。以美国的HSN公司为例,它每年电视直销销售额都在10亿美元以上。 1992年8月,我国第一家电视直销公司在广州成立。随后,深圳、上海、北京、四川等商业发达城市也相继出现同类公司。据不完全统计,现在全国有60家左右的电视台开辟有电视直销节目,其中包括了相当一部分卫星电视台。节目名称则不尽相同,有的称为“电视购物”,有的则称为“TV直销”、“空中商城”等。
TV direct sales as a form of non-store sales has 30 years of history, in the United States, Canada and other countries is very popular. With its convenient, fast, rich variety, generally lower prices and other advantages won the majority of ordinary consumers agree. Take HSN Company in the United States as an example. Each year its TV direct sales volume is more than 1 billion U.S. dollars. In August 1992, China’s first TV direct sales company was established in Guangzhou. Subsequently, Shenzhen, Shanghai, Beijing, Sichuan and other developed cities have also emerged similar companies. According to incomplete statistics, there are now about 60 TV stations in the country that have opened direct TV programs, including a considerable portion of satellite television stations. The program name is not the same, some are called “TV shopping”, while others are called “TV direct sales”, “Sky Mall” and so on.