2024年3月21日发(作者：滑俊明)
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
2024年3月21日发(作者：滑俊明)
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