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分类号编号华北水利水电学院NorthChinaInstituteofWaterConservancyandHydroelectricPower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年月日华北水利水电学院毕业生I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华北水利水电学院毕业生IIThemarketingplanningschemeofSONYEntertainmentAbstract：SONYasthemostsuccessfuloftransnationalcompanies,whichhavehundredsofmillionsofconsumersandcoveringtheglobalsalesnetwork,inthebehindofsuccessisoriginalmarketingstrategyandexcellentmarketoperationmode.Asamarketingrelatedpractitioners,theneedforaSONYmarketingresearch,marketingpositioning,chiefofmarketingchannel,deeplydiscussandanalysisitsattractions,andwiththemarketfactorsforreferenceobject,trytopracticalvirtualSONYmarketingstrategiesandmarketingplan,forthefuturedevelopmentofChina'srelevantenterprisesprovideeffectivereferenceversion.ThispaperfirstlytoSONYrealmarketingstrategyasthebreakthroughpoint,in-depthanalysisonitsownadvantagesanddisadvantages,andprofessionalknowledge,especiallywithwhichtomarketingplanningseveralgoldprinciplesforamoredetailedanalysisofauxiliary,SONYisworthofexperienceanddrawthedefects,whichneedstobeimprovedforChineseenterprisestoactivelyofferedwordsinawiderangeofanalysisontheobjectiveconditionsontherelativefeasibility,fromseveralaspectsasthefoundationstone,virtualimprovementSONYmarketingplanningscheme.Atthesametimeindisplayowncreativelead,widelyreference,andthecomprehensivefactorsmultilateraldocumentsobtainedundertheactionofmorecreativeanddepth,anddidtheirownconclusionsfromthousandsofideas,makesthispapercombiningtheorywithpracticewiththefeasibledegreehighermarketingplanningscheme.Keywords：SONYentertainment，Marketingplanning，virtualmanagement，3Dstation华北水利水电学院毕业生目录摘要..................................................................................................................................................IAbstract..........................................................................................................................................II绪论.................................................................................................................................................11索尼娱乐公司的简介及营销策划必要性...............................................................................11.1索尼娱乐公司历史与现状.............................................................................................11.2索尼娱乐的营销策略与战略3C...................................................................................11.3索尼营销策划的意义.....................................................................................................22索尼公司的营销策划案的前期分析.......................................................................................22.1营销策划含义及意义.....................................................................................................22.2营销策划的基本工作流程.............................................................................................32.3对索尼娱乐的前期市场调研与分析.............................................................................32.3.1对索尼娱乐环境的市场调研...............................................................................32.3.2SWOT分析...........................................................................................................32.4对索尼娱乐公司的现行策划案的分析.........................................................................52.4.1索尼娱乐的目标与定位.......................................................................................52.4.2索尼娱乐的创意与方案.......................................................................................72.4.3索尼娱乐的策略与组合.......................................................................................72.5索尼营销的评估与管理.................................................................................................92.64W原则在索尼娱乐公司策划案中的基本解析........................................................103索尼娱乐的具体策划方案.....................................................................................................113.1产品介绍.......................................................................................................................113.2推广市场介绍...............................................................................................................113.3营销目标.......................................................................................................................123.3.1销售额.................................................................................................................123.3.2利润.....................................................................................................................123.4具体营销战术..............................