Research On The Marketing Strategy Of Sony TV In Central Inner Mongolia

In recent years,due to the rapid development of domestic household appliance industry,the scale of household appliance retail market has become stable,and TV has become a completely competitive market.The new consumption patterns and shopping channels have had a transformative impact on the original TV sales enterprises.In recent years,Sony TV has been facing great opportunities and challenges in the new market share in Inner Mongolia.Sony TV has good brand advantages and market recognition,but its market share in central Inner Mongolia has not been high.In the face of fierce market competition,it is necessary to design new marketing strategies to achieve sales goals.Through PEST analysis model theory,Porter's five forces model analysis theory and SWOT analysis method,this paper analyzes Sony's marketing environment and its own marketing strategy in central Inner Mongolia,and finds that Sony's disadvantages such as product and brand advantages,poor channel coverage and after-sales service need to grasp the opportunities of regional economic growth and house area expansion,Defuse the threat of fierce competition and new competitors who have replaced;Using STP strategy and questionnaire survey,this paper subdivides the market from three aspects: population,psychology and behavior,determines that young people aged 30-40 with higher education are the target customers,and determines Sony TV as a high-end technology product with the power of "black technology",reflecting the positioning of consumers' high cognitive level and rational personality characteristics.In terms of marketing strategy,it puts forward the product strategy of extending the length of product line,adjusting the prototype display scheme,increasing user identity options and improving service quality;The price strategy of unifying the price of each channel and pricing according to the product life cycle;Establish the channel strategy of online and offline collaborative management,balancing the sales expenses of various channels and developing new channels;Avoid direct price reduction,use new media publicity and strengthen the promotion strategy of experience marketing.For this strategy,we have formulated safeguard measures in terms of system,technology and personnel.