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    Title: 日本デジタル情報家電のマーケテイング戦略 : ソニーの事例研究を中心に
    Other Titles: Marketing strategy of Japanese digital consumer electronic industry : a case study of SONY company
    日本數位家電的行銷策略 : 以SONY公司為研究事例
    Authors: 何佳娟;Ho, Chia-chuan
    Contributors: 淡江大學日本研究所碩士班
    蔡錫勲;Tsai, Hsi-hsun
    Keywords: 數位家電;策略性行銷;網絡化;顧客導向;SONY;Digital Consumer Electronic;Strategic marketing;Networking;Customer inclination;SONY;デジタル家電;戦略的マーケティング;ネットワーク化;顧客志向;ソニー
    Date: 2006
    Issue Date: 2010-01-10 23:56:45 (UTC+8)
    Abstract: 以第二次世界大戰後的經濟發展與自由貿易為背景,80年代日本家電產業佔據了全世界界銷售量,充分顯現出當時日本國力的強大。但是近年的日本家電產業,首先受到IT崩壞的影響以及中國、韓國等國低成本產品的衝擊,長期處於收益低落的態勢。但是最近又回復了元氣,而這都是拜「數位家電」的風行所賜。

    現今日本企業積極地進行大規模化、多角化或是多樣化。而這時,領導階層就必須給予企業新的環境適應力,例如發展出適合企業全體持續的成長方式等等,這類環境與經營資源的調整是必須的課題。正所謂,策略性行銷這種由高階領導的經營行銷是有其必要性的。

     在日本企業當中,SONY有許多著名的熱賣商品,而能夠製造出熱賣商品的組織或是開發、販賣手法應該是有一些過人之處,而製造出熱賣商品的企業的經營手法與行銷策略想必有很大的關係。

     本論文藉由SONY的事例研究,探討策略性行銷與行銷的概念。關於論文的構成,在第一章序論之後的第二章裡,提出本論文所使用的各理論的定義,並進行先行研究的探討。第三章討論日本數位家電的發展與變遷。第四章是SONY的事例研究。分析SONY的行銷策略手法並探討現階段SONY的危機與今後的挑戰課題。最後,在第五章結論裡,透過事例研究,以SONY在數位家電市場的行銷策略做總結。

     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.
    Appears in Collections:[日本研究所] 學位論文

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