2024年3月16日发(作者：毕元恺)
第一题
The marketing mix is probably the most famous marketing term. Its elements
are the basic, tactical components of a marketing plan. Also known as the Four
P’s, the marketing mix elements are price, place , product, and promotion.
In order to better explain the 4Ps. Let us look at Sony's marketing mix in China.
1. PRODUCT: product strategy for Sony Ericsson mobile phone
Mobile technology products and fashion products is unity. In order to update
the product quickly and keeping up with fashion trends. Since Sony Ericsson
officially launched in China. The full integration of the two parent companies own
characteristics on consumer electronics technology and content, and soon formed
high-tech products, and mobile phones. And a R & D center has been set up in
Beijing. And in 2005 introduced a breath from top to bottom a total of more than a
dozen models of Sony Ericsson products only for China consumers. What’s more,
Sony Ericsson added image, entertainment and connectivity features into the
phone, the phone is no longer just a communication tool, the phone also has a
fashion and entertainment elements.
The above reflects the success from the side of Sony Ericsson mobile phones
in developing good grasp of Chinese mobile phone trends
2. PRICE: price strategy for Sony Ericsson phones
Price strategy is to study how to make it easier for consumers to accept the
price to sell products. It is an important means to achieve business goals. Price is
the only factor in the marketing mix to create income, which directly influence and
determine the level of corporate income.
Sony Ericsson is positioned in the high-end market, from entering the Chinese
market since the high prices mainly for business people and young fashion, the
price of new product is usually 2000-4000 Yuan. In recent years, Sony Ericsson have
begun to consider the extent of Chinese consumer spending. Launched a number
of low-end entry-phones. Which is also popular. This makes the company's
products can cover various grades of high, medium and low-end, And get a higher
market share.
3. PLACE: place strategy for Sony Ericsson mobile phones
With enterprise place strategy refers to multi-channel sales performance art
and skill of its marketing goals. Using appropriate sales channels can often get a
multiplier effect. When Sony Ericsson started to enter the Chinese market, it
choose the form of regional distributor. This makes Sony Ericsson's cooperation
with distributors weakened balance. Sony Ericsson will soon begin a new step in
the channel change. Sony Ericsson expanded channel-- The introduction of a
number of relatively strong dealer.
4. PROMOTION: Promotion strategy for Sony Ericsson phones
2024年3月16日发(作者：毕元恺)
第一题
The marketing mix is probably the most famous marketing term. Its elements
are the basic, tactical components of a marketing plan. Also known as the Four
P’s, the marketing mix elements are price, place , product, and promotion.
In order to better explain the 4Ps. Let us look at Sony's marketing mix in China.
1. PRODUCT: product strategy for Sony Ericsson mobile phone
Mobile technology products and fashion products is unity. In order to update
the product quickly and keeping up with fashion trends. Since Sony Ericsson
officially launched in China. The full integration of the two parent companies own
characteristics on consumer electronics technology and content, and soon formed
high-tech products, and mobile phones. And a R & D center has been set up in
Beijing. And in 2005 introduced a breath from top to bottom a total of more than a
dozen models of Sony Ericsson products only for China consumers. What’s more,
Sony Ericsson added image, entertainment and connectivity features into the
phone, the phone is no longer just a communication tool, the phone also has a
fashion and entertainment elements.
The above reflects the success from the side of Sony Ericsson mobile phones
in developing good grasp of Chinese mobile phone trends
2. PRICE: price strategy for Sony Ericsson phones
Price strategy is to study how to make it easier for consumers to accept the
price to sell products. It is an important means to achieve business goals. Price is
the only factor in the marketing mix to create income, which directly influence and
determine the level of corporate income.
Sony Ericsson is positioned in the high-end market, from entering the Chinese
market since the high prices mainly for business people and young fashion, the
price of new product is usually 2000-4000 Yuan. In recent years, Sony Ericsson have
begun to consider the extent of Chinese consumer spending. Launched a number
of low-end entry-phones. Which is also popular. This makes the company's
products can cover various grades of high, medium and low-end, And get a higher
market share.
3. PLACE: place strategy for Sony Ericsson mobile phones
With enterprise place strategy refers to multi-channel sales performance art
and skill of its marketing goals. Using appropriate sales channels can often get a
multiplier effect. When Sony Ericsson started to enter the Chinese market, it
choose the form of regional distributor. This makes Sony Ericsson's cooperation
with distributors weakened balance. Sony Ericsson will soon begin a new step in
the channel change. Sony Ericsson expanded channel-- The introduction of a
number of relatively strong dealer.
4. PROMOTION: Promotion strategy for Sony Ericsson phones