索尼品牌在中国大陆区域的市场营销战略分析

^文档编号:GM057   包括:开题报告及任务书,^文档字数:12292,页数:19

摘   要
     随着信息经济时代的来临和各国信息化水平的日益提高，信息经济的规模越来越大，作为信息经济社会支柱的信息产业在全世界迅猛崛起。电子信息产业作为新兴的产业逐渐占据日益重要的地位。索尼品牌在中国大陆区域运用完善合理的营销战略——产品战略，价格战略，促销战略和分销战略，抓住中国市场实情，综合策划战略，逐步占领了中国市场并确立了自己的优质品牌形象。本文首先以我国电子信息产业的现状为背景，通过分析索尼品牌在中国大陆区域的市场营销的成功经验，从而提出其对我国发展电子信息产业的启示。
【关键词】促销  价格  营销组合

Abstract
With the development of informationization in the era of information economy, the scale of information economy become larger, and the information industry rise sharply in the whole world as a foundation. E-information, as a new industry, take a more important possession increasingly. SONY, which brand has occupied the market in China gradually and set up its good brand figure by using perfect and reasonable marketing tactics such as products strategy ,price strategy ,sales promotion strategy and sales distribution strategy to catch the real situation of Chinese market and to scheme a synthetic strategy.    According to the analysis of the succession how SONY make such good marketing and sales in Chinese mainland under the background of the present situation of our E-information industry, we can shade a light on how to develop it.
【Key words】Promotion；Price；Marketing  Mix

目   录

1 引言 ..............................................2
1.1写作思路 .........................................2
1.2文献综述 .........................................2
2  索尼在中国的发展现状 .............................2
2.1公司概况......................................... 2
2.2在中国的发展历程 .................................3
3  索尼品牌入驻中国市场的障碍分析 ...................3
3.1国际竞争对手加入 .................................3
3.2中国二线品牌的冲击 ...............................4
3.3索尼内部劣势 .....................................5
4  索尼在中国大陆的营销战略 .........................5
4.1 产品策略 ........................................6
4.2价格策略 .........................................9
4.3促销策略 .........................................12
4.4分销策略 .........................................14
5中国电子产品发展品牌战略的启示 .....................15
5.1高质高价的品牌产品 ...............................16
5.2维系品牌战略 .....................................16
参考文献 ............................................18
致   谢 .............................................19

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