The Research Of SONY Laptop Place-marketing Strategies For CB Co. Ltd

Nowadays, it is the computer industry that takes the irreplaceable effects as the most important carrier and power in the international trends of economic networking and integration. Our traditional computer industry stemmed in 1980's, and the laptop has turned up as the substitute product since the middle of 1990's. With the further renovation and development of the software and economy in the new century, the situations of laptop trades have become more and more flourishing. In a sense, the laptop has transformed its market role from traditional substitute to primary needs. The company of CB, the exclusive area sales franchiser and one of the contract retail dealers, is facing to more challengeable environment than ever where more and more other brands vendors, distributors and retailers have taken measures.The theoretical sources are mainly based on relevant national and abroad marketing theories. First of all, PEST and Five Forces analysis are adopted for the outside macro economy and industrial competition sections. Furthermore, the SWOT analyzing method reveals CB's opportunities, threats, strengths and weakness. Secondly, relevant drawbacks have been pinpointed especially in the aspect of area marketing strategy. Moreover, CB's target market and market positioning are clarified through the market segmenting. With the consideration of CB's industrial chain position and competition statuses, the marketing mixes of 4Ps and 4Cs are excluded. At the same time, 4Rs is employed as the marketing strategy which mainly refers to relevancy, reaction, relation and reward, and the appropriate 4Rs marketing strategy is formulated therefore. At last, a set of accessorial measures and insurance system are recommended as the favorable safeguard in the strategy execution.This article aims to lay CB out of the dilemma based on the 4Rs theories' support and application. On the other side, the recommended marketing strategy can also bring ideas for the similar businesses which are in the middle and final marketing segment as well.