우리나라 TV홈쇼핑시장의 공정한 경쟁환경 조성에 관한 연구

초록

TV Home Shopping business was begun with the approval of the Korea Communications Commission (the current Ministry of Future Creation and Science) in 1995. It has become one of the main retail channels suited for consumer needs which was named the increase of cable TV subscribers, the pursuit of convenience and rationality. The business process of this TV Home Shopping business is different from that of off-line retail distribution. The other retail business sells some goods based on shops. On the other hand, TV Home Shopping business is regarded as the nonstore retail business all over the country. Thus, though it doesn't need the type of store, it combined with broadcasting system as a new sales distribution channels. In other words, TV Home Shopping business forms a distinctive structure mixed with distribution and broadcasting. The market structure of TV Home Shopping business goes as follows. Program Provider, Broadcast channel services supplies the introduction of products and programs on sales. System Operator(hereinafter the "SO") gets the home shopping channel commission from Home Sopping operator. Afterwards, SO sends Home Shopping programs transmitted by Home Sopping operator. If the consumer pays for the introduced goods through TV Home Shopping broadcasting, product supplier delivers the goods to the designated place. Therefore, they must need the ability of product supply, the channel transmission for sending broadcasting program, and so on in order to do Home Shopping business. TV Home Shopping market may two-sided market because the ability of product supply means one side of distribution and the channel transmission for sending broadcasting program means the other side of broadcasting. I want to look into competitive situations considered both product supplier and TV Home Shopping operator, and both SO and TV Home Shopping operator. The study shows that I mark out the two-sided market and related market of TV Home Shopping: analyze competitive situations of Korean TV Home Shopping market from market structure - market performance - market conduct: look into competitive environments in the TV Home Shopping market. Especially, I want to focus on home shopping channel commission and sales commission in the TV Home Shopping market. And I study future improvement measures for stabilizing fair competitive situations in the Korean TV Home Shopping market based on competitive situations. I hope that TV Home Shopping will solidify its place of main retail distribution channels through business-transactions fostered fair competitive environments in the TV Home Shopping market, and then business-transactions will contribute greatly to the industrial competitiveness, the desirable distribution, and the development of the broadcasting industry among the competition of other businesses.

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