摘要：索尼是世界上最为成功的跨国性公司之一，拥有着大量的消费者以及广阔的销售网络，而索尼娱乐公司作为其重要的分支，每年都通过游戏等产业为其蓬勃发展贡献着不可或缺的盈利。但是随着近年来任天堂以及微软的渐渐崛起，索尼娱乐虽然依旧有着较大的优势，但是其颓势已经逐渐暴露而出，针对任天堂NS家用机掌机一体化的新一代游戏主机带来的对市场的强烈冲击，索尼该如何在此情况下以手中的PS5作为反击的道具，重新站稳业界领跑者的地位。作为市场营销的相关人员，我将以索尼的营销手段为蓝本，深入探讨分析其可取之处，并以市场要素为参考对象，尽力虚拟出索尼的营销策划案。本文以索尼娱乐公司目前的营销策略为切入点，深入分析其优劣性，找出索尼值得吸取的经验以及目前的缺陷，最终提出了未来索尼将发展重心偏重于中国的营销策划案。在发挥自身发散性思维的同时广泛参考多方文献，得出具有创造性以及可行性的结论使本篇论文成为具有理论性与实践性相结合的可行的营销策划方案。87916

毕业论文关键词：索尼娱乐，营销策划，家用游戏主机，虚拟经营

Sony Gaming Marketing Strategy Research

Abstract:Sony is one of the most successful multinational companies in the world,has a large number of consumers and a vast sales network。Sony Entertainment as its important branch,each year through games and other industries for its vigorous development contribute an indispensable profit。But with the gradual rise of Nintendo and Microsoft in recent years,although Sony Entertainment still has a greater advantage,its decline has gradually exposed。Nintendo NS console for the integration of a new generation of game console brings a strong impact on the market,Sony in this case how to use the hands of the PS5 as counter-props to re-establish as the industry leader。As a marketing related personnel。I will use Sony's marketing tools as a model,explore and analyze its merits,and the market factor as a reference object,try my best to simulate Sony's marketing plan。This article makes Sony Entertainment's current marketing strategy as a starting point,indepth analysis of its advantages and disadvantages,identify what Sony deserves and the current pitfalls,Finally put forward the future that Sony will focus on the development of China's marketing。While giving full play to their pergent thinking, they make extensive reference to various documents。Making the conclusions drawn with creativity and feasibility make this dissertation a viable marketing planning scheme combining theory with practice。源-于,优Y尔O论U文。网wwW。youeRw。com 原文+QQ75201,8766

Key words:SONY entertainment，Marketing planning，Virtual Operation，Home-use Game Console

目 录

一、绪论 6

（一） 研究背景 6

（二）研究现状 6

（三）课题研究的目的和意义 6

1。课题的研究目的: 7

2。课题研究的意义： 7

（四）研究对象和范围 7

二、索尼娱乐公司的简介及营销策划必要性 8

（一）索尼娱乐公司历史与现状 8

（二）索尼娱乐的营销策略与战略3C 8

（三）索尼营销策划的意义 8

三、索尼公司的营销策划案的前期分析