在本論文的研究中可得知，像SONY這樣徹底進行差別化行銷策略，是它主要成功的原因。再者，透過差別化，可以獲得顧客。而經由顧客導向的觀點，以尋求企業生機是現今企業的重要課題。 In eighties, the background that was the economic development and free trade after WWII, Japanese consumer-electronics manufacturers led the market sales in the industry all over the world. It showed adequately that Japan had strong ability in this industry at that time. However, the recent household appliances industry in Japan has influenced by the collapse of IT industry and low-cost products in China and Korea. As a result, low earning has lasted for a long period of time. Nevertheless, the situation has recovered recently due to the emerging of “Digital Consumer Electronics”.
The current enterprises in Japan are energetically developing toward enlargement, variation or diversification. Meanwhile, top management must give new strategies and directions in order to adapt the change in environment. An example is that developing the way to adapt the growth of entire enterprises is one of the lessons in such kinds of adjustment of environment and operating resources. It is a fact that the idea of strategic marketing, a kind of operating marketing among leaderships, is necessary to be aware by the top management.
The company “SONY” has many famous best-sale products among the Japanese enterprise. We know the company must have some strength in leadership of organization, new product development and product sales to create those best-sale products. Moreover, there must be strong correlations between managerial method and Marketing Strategy in this kind situation.
The purpose of my dissertation is to research the concept of Strategic marketing and marketing by studying SONY case. The constitution of this dissertation is as following. Chapter Two mentions the definition of theories that use in this dissertation. Chapter three investigates the development and vicissitude of Digital Consumer Electronic Industry in Japan. Chapter four is a case study about Sony by analyzing its method of Marketing Strategy and discussing its crisis at the present stage and further challenge. Finally, chapter five summarizes the Marketing Strategy of Digital Consumer Electronic in SONY.
From this dissertation research, we know the main reason of Sony success is to run the diversification marketing strategy thoroughly. Furthermore, it can increase customers by applying diversification marketing strategy. It is a very important issue to look for the business opportunity of enterprise by using customer-oriented viewpoint.