Research On Marketing Channel Strategy Of Sony Notebook Computer In Heilongjiang Marketing

In the information times, the homogeneity become a inevitable trend,notebook computer is no exception. So if you want to occupy a place, there areonly two ways, one is brand strategy, and the other is channel strategy. Althoughthe brand of SONY laptop computer has a certain competitive power, but onlyrelying on the power of the brand in the notebook computer is not enough, it stillneeds the support of the distribution channel. Therefore, the establishment andmanagement of marketing channel is very important.Firstly, this paper analyzes the market pattern of Heilongjiang notebookcomputer, including the brand analysis and the competition pattern analysis. Itanalyses the advantages and disadvantages in the brand, positioning, channels, etcof three notebook computer brand: Samsung, Dell, Lenovo which are thecompetitive brand with SONY laptop computers and both these three brands andSONY laptop computers have the same target market. And it analyzes theorientation of the Sony laptop computers and of the sales of notebook computer inHeilongjiang Province.Secondly, in this paper, it narrates the existing marketing channel of the Sonylaptop computers of Heilongjiang province, including SONY (China) brandpositioning and the present situation of market channels in Heilongjiang Province.it analyses its internal advantages and disadvantages, external opportunities andchallenges using the method of SWOT to find out the problems of the SONYlaptop computer in Heilongjiang marketing channel.Then, according to the marketing channel design and management theory,before establishing the marketing channel of SONY laptop computer inHeilongjiang Province market, the paper resets the goal of the SONY laptopHeilongjiang marketing channel. On the basis of this, the existing marketingchannel of SONY laptop computers in Heilongjiang market is made improvement,and puts forward improving strategies.Finally, in order to guarantee the established new marketing channel run smoothly, the paper put forward the channel management measures from the threeaspects which are the improvement of the marketing organization, the improvementof the channel management, as well as the channel of incentive management.