索尼娱乐公司营销策划方案资料.doc

分类号 编 号 华北水利水电学院 North China Institute of Water Conservancy and Hydroelectric Power 毕 业 论 文 题目 索尼娱乐公司营销策划方案 学 院 管理与经济学院 专 业 市场营销 姓 名 XXXXXX 学 号 2007XXXX 指导教师 XXXXX 年 月 日  索尼娱乐公司营销策划方案 摘要：索尼作为世界上最为成功的跨国性公司，其拥有数以亿计的消费者与覆盖全球的销售网络，而索尼娱乐公司作为其重要分支，为其蓬勃发展打下了坚实基础，然而在其成功的背后是独到的营销策略与出色的市场运作方式。作为市场营销相关从业者，需要以索尼的营销调研，营销定位，营销渠道为蓝本，深入探讨与分析其可取之处，并以市场要素为参考对象，尽量切实可行的虚拟索尼营销策略与销售方案，为中国相关企业的未来发展提供行之有效的参考之蓝本。本文首先以索尼娱乐公司的真实市场营销策略为切入点，深入的剖析了其自身优缺点，并将专业知识穿插其中，特别是以营销策划的几个黄金原则为辅助，更为细致的分析索尼值得汲取的经验与需要改进的缺陷，从而为中国企业积极献言献策，在广泛分析客观条件后，以相对可行性为基石，从多方面虚拟改进索尼娱乐公司的营销策划方案。在发挥自身创造性的同时旁征博引，广泛参考多方文献，在综合因素的作用下得出较为具有创造性与深度性的结论，从而在浩如江海的各家之言中得出自己的结论，使得本篇论文成为具有理论性与实践性相结合的可行度较高的市场营销策划方案。 关键词：索尼娱乐,营销策划,虚拟经营,3Dstation The marketing planning scheme of SONY Entertainment Abstract：SONY as the most successful of transnational companies, which have hundreds of millions of consumers and covering the global sales network, in the behind of success is original marketing strategy and excellent market operation mode. As a marketing related practitioners, the need for a SONY marketing research, marketing positioning, chief of marketing channel, deeply discuss and analysis its attractions, and with the market factors for reference object, try to practical virtual SONY marketing strategies and marketing plan, for the future development of Chinas relevant enterprises provide effective reference version. This paper firstly to SONY real marketing strategy as the breakthrough point, in-depth analysis on its own advantages and disadvantages, and professional knowledge, especially with which to marketing planning several gold principles for a more detailed analysis of auxiliary, SONY is worth of experience and draw the defects, which needs to be improved for Chinese enterprises to actively offered words in a wide range of analysis on the obje