The Marketing Strategy Of Sony Digital Still Camera Market In Shaanxi

At present, there are Canon, Sony and Samsung "three pillars" of the competition in Shaanxi digital camera market, in which Sony digital camera is Canon's main competitor. The digital camera market competition will intensify in the next period of time. For increasing market share, improving competitiveness objectives, the paper researches the Sony digital camera Shaanxi marketing strategy.The paper analyzes the macro-environment using PESTEL, and analyzes industry environment using Porter's five forces competitive model, and then analyzes the advantage, weaknesses, opportunities and threats of Sony Xi'an Branch using the SWOT model, and then analyzes Shaanxi market using STP. By the macro, industry and business environment analysis, the paper divides Shaanxi market into three types of home user, young users and professional users, and the Sony's target market is the young users market. Next, the paper uses the theory of 4Ps and 4Cs to make the specific marketing strategy. And on this basis, combined with marketing and technological development and industry characteristics, the paper proposed network marketing and service marketing strategies. And then the paper determined the current marketing strategy of Sony Xi'an Branch. The channel strategy should improve the existing appliance 3C stores, brand stores and large-scale IT-based marketing channel, and strengthen the network marketing channel construction, and establish a sound customer relationship management system; the promotion strategy should focus on taking holiday price, discounted gifts and other strategies to attract consumers and to stimulate consumer interest and buying behavior; with the development of Internet technology, market dynamics and consumer demand, the companies should strengthen the network marketing strategy; in addition, the company marketing strategy should always be good service, establish the concept of marketing services, digital products do a good job of pre-sale and in-sale and after-sale service, while improving the quality of marketing staff. At last, the paper gives the relevant security measures to ensure the marketing strategy implement successful.