索尼笔记本电脑黑龙江市场营销渠道策略研究

发布时间：2018-11-20 06:10

【摘要】：在信息化时代，同质化成为一个不可避免的趋势，笔记本电脑也不例外。因此要想在这个同质化的市场里占有一席之地，只有两个途径，第一品牌策略，第二渠道策略。虽然索尼笔记本电脑在品牌上具有一定的竞争力，但是仅仅靠品牌的力量在笔记本电脑市场中获得竞争优势是不够的，，它还需要营销渠道的支持。所以，营销渠道的建立和管理显得至关重要。首先，本文对黑龙江笔记本电脑市场竞争情况进行了分析，这其中包括品牌分析和竞争格局分析；分析了三星、戴尔、联想三个笔记本电脑品牌在品牌、定位、渠道等方面的优劣势，这三个品牌与索尼笔记本电脑有着相同的目标市场，可以与索尼笔记本电脑相抗衡；分析了索尼笔记本电脑的定位以及黑龙江笔记本电脑的销售情况。其次，本文对索尼笔记本电脑黑龙江市场现有的营销渠道做了叙述，这其中包括索尼（中国）品牌定位和黑龙江市场渠道现状；运用SWOT分析方法对索尼笔记本电脑黑龙江市场渠道的内部的优势和劣势，以及外部存在的机遇和挑战进行了分析，并找出索尼笔记本电脑在黑龙江市场的营销渠道所存在的问题。然后，根据营销渠道设计和管理的相关理论，在正式建立索尼笔记本电脑黑龙江市场的营销渠道之前，重新设定索尼笔记本黑龙江市场的营销渠道目标，再在此基础上对现有的索尼笔记本电脑黑龙江市场的营销渠道做了改进，并提出了改进策略。最后，为了保证改进后的索尼笔记本电脑黑龙江市场营销渠道的顺利运行，从三个方面提出的渠道管理措施，分别是营销组织的改善、渠道管理的完善，以及渠道的激励管理。
[Abstract]:In the information age, homogeneity has become an inevitable trend, notebook computers are no exception. Therefore, in this homogeneous market, there are only two ways, the first brand strategy, the second channel strategy. Although Sony laptop has a certain competitiveness in the brand, it is not enough to rely on the brand strength to gain the competitive advantage in the notebook computer market, it also needs the support of marketing channel. Therefore, the establishment and management of marketing channels is very important. First of all, this paper analyzes the market competition of notebook computers in Heilongjiang province, which includes brand analysis and competition pattern analysis. This paper analyzes the advantages and disadvantages of Samsung Dell and Lenovo in terms of brand positioning channel and so on. These three brands have the same target market with Sony notebook computer and can compete with Sony notebook computer. The positioning of Sony notebook computer and the sales situation of Heilongjiang notebook computer are analyzed. Secondly, this paper describes the existing marketing channels of Sony notebook computer in Heilongjiang market, including Sony (China) brand positioning and the current situation of Heilongjiang market channel; This paper analyzes the internal advantages and disadvantages of the market channel of Sony notebook computer in Heilongjiang province, and the opportunities and challenges that exist in the outside by using the method of SWOT analysis. And find out Sony notebook computer in Heilongjiang market marketing channel problems. Then, according to the relevant theory of marketing channel design and management, before formally establishing the marketing channel of Sony notebook computer Heilongjiang market, we re-set the marketing channel target of Sony notebook Heilongjiang market. On this basis, the marketing channel of the existing Sony notebook computer Heilongjiang market is improved, and the improvement strategy is put forward. Finally, in order to ensure the smooth operation of the marketing channel of the improved Sony notebook computer Heilongjiang, the channel management measures are put forward from three aspects: the improvement of the marketing organization, the improvement of the channel management, and the incentive management of the channel.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F416.671;F274

【参考文献】