SONY Corporation Of HK.Ltd.——Data Media Sales Channel

This paper includes total two parts: the case and the case analysis.In the case, the industrial background is first introduced, designating the market discussed here is only the Data Media for back up. Then it introduced the industry's characteristics, followed by main part ?the history of SONY HK's entering into the mainland market and its distribution channel building process. Of course, the rivals' introduction is necessary. After presenting the current problems like channel confliction and channel members' relationship, the case emphasized on products' different consuming trend which will be focused on case analysis part. The last part of the case raised the topic of E-commerce and WTO issue.In the case analysis, First, with the tool of Distribution channel function from Kotler, the writer looks back the history of SONY HK's business and affirms the importance and necessity of the distribution channel. By use of industry - analysis method, the writer then analyzes the data media industry in detail. Then, the relationship of products and channel was analyzed from several different direction: 1, products ' life cycle, the writer concluded floppy disk 'd be solely distributed while CD-R(W) 'd increase its channel; 2,products substitution ,the writer wants to say CD-R(W) and floppy disk 'd share the same channel; 3, brand substitution, the writer hopes SONY 'd strengthen the relationship with dealers; 4,Suggesting the suitable channel for different categories by comparison . Of course, before product 's positioning and channel 's positioning is the competitor's analysis. On base the above analysis, the writer suggests to use the mixed channel function to compete with rivals. And as summary of all, the writer re-designs the distribution channel and suggests channel management plan and channel supporting plan.