寻找3000单词的英文文献关于信息企业营销渠道建设的
Japan's Sony Corporation, founded in 1946, formerly known as Communications Co., Ltd., Tokyo ", there were only 20 workers, 500 U.S. dollar assets. 50 years, co-founder Morita depth and it changed its name to" Tokyo Tsushin Kogyo. "Now, the cable Nepal has 72 subsidiaries, more than 40,000 employees in seven countries to set up more than 30 factories, in 1999, "Fortune" 500 list, Sony ranked No. 31, the amount of revenue 53,156,700,000 U.S. dollars, profits of 1.4 billion U.S. dollars, the amount of 53,182,900,000 U.S. dollars of assets. The company mainly produces TV sets, cameras, game consoles, such as more than 10,000 kinds of audio-visual equipment and household appliances, marketing its products in more than 100 countries. 80 at the end of damage to Sony At that time, from the field of electronic entertainment hardware towards software, respectively, more than 20 billion dollars to 3.4 billion U.S. dollars and the United States acquired CBS and Columbia Pictures, but as a result of the purchase of misconduct, mismanagement and cultural conflicts and other reasons, the company was plunged into difficulties, through marketing strategy and marketing culture change so that companies find their feet.
Second, the road of change Sony
(A) the depth and age of Morita
Founded at the beginning of Sony, Morita has depth and a dream: the electronics and engineering technology for the production of integrated consumer products, and to lead the world the new trend of electronic products. One day in 1948, Japan Broadcasting Corporation in depth to see a US-made tape recorder, tape recorder was not yet known by the Japanese, the depth to see its potential and immediately applied for a patent in Japan.
At first, almost no one to buy their products, Morita aware of the creativity of science alone is not enough, there is no reason why their customers buy the new products, simply because they do not know of any use of this product, which must be the Church how to use them. Morita inferred recorder market is the best school he. They can weigh up to 80 pounds of tape recorders, price 700 U.S. dollars, so cumbersome and expensive products on the schools it is applied too. How do? So they put all the company's engineers go to a hotel room 10 days, in less than 9 months, Sony has finally produced a more or less the same size as the suitcase portable tape recorder, only the original price half. Morita super salesmen in Japan, everywhere around the lobby of the school to show teachers how to use the tape recorders were. Person's "need" also needs to be developed, the need to guide and persuade, in the lobby Morita, the 18-month, there are 40,000 schools in the 2 / 3 of the students bought a heavy tape recorder. After that, banks, institutions, universities, radio stations have to buy a tape recorder, or even everyone wants to have a tape recorder.
Depth of marketing the "nerve" is sharp, he first heard of Bell Labs developed a transistor known as the mystery of things, he would fly to the United States supported the investigation, for the first transistor to obtain all available information. He has spent 25,000 U.S. dollars to buy the franchise after the return of four technical working group organized to carry out research, he is the guiding ideology of micro-products, under his leadership, and finally to create the world's first pocket transistor radio. His constant renovation of the marketing idea, to go in front of others and do things that others did not, therefore, he was always ahead. Is the first concept to be the world's first pocket-sized stereo recorder, the first mini-TV, the first mini-video player and so on, until the "Sony products are always up-to-date" business reputation.
Sony's world, to understand the world advanced technology of information, study abroad, business management. In 1953, Morita visit to Europe and found the famous Philips is located in a remote township, he suddenly realize the truth in the saying: Philippe Sony can do can do! This trip a successful firm determination.
