索尼的公关管理

• 作 者: 刘宝富
• 出 处: 公关世界
• 发表日期: 1994年11期
• 关键词: 企业形象 日本厂商 价格水平 盛田昭夫 营销手法 企业哲学 市场占有率 战略决策 管理人员 消费者运动

如果我们将索尼与松下等其他日本厂商进行比较,不难发现,索尼的价格水平远远高于它的同行。这一点令人大惑不解:日本公司在进入市场时,总是有意识地采取廉价战术,以保障市场占有率,索尼公司何以反其道而行之呢?答案在于索尼的创造性营销手法。索尼了解到,当产品的质量、功能以及配销模式都与其他公司相差无几时,公司的形象是差异的唯一来源。长期以来,索尼在公共关系和促销上花了不少心血,竭力塑造出了高人一等的企业形象。只凭这一点,索尼的定价水平便可比它的竞争者高出5%至20%而不怕得

If we compare Sony with other Japanese manufacturers such as Panasonic, it is not difficult to find that Sony’s price level is far higher than its counterparts. This is puzzling: Japanese companies always consciously adopt low-cost tactics to ensure market share when they enter the market. How does Sony’s company do the opposite? The answer lies in Sony’s creative marketing practices. Sony learned that when the quality, functionality, and distribution model of a product are almost the same as those of other companies, the company’s image is the only source of the difference. For a long time, Sony has spent a lot of effort on public relations and promotion, and has tried to create a superior corporate image. With this alone, Sony’s pricing level can be 5% to 20% higher than its competitors.