Author(s)

Kaiyang Han

Corresponding Author

Kaiyang Han

ABSTRACT

This article studied Sony's market strategy for its earphones in the Chinese market for the past five years. During the past five years, many technology companies had encountered great challenges due to the occurrence of COVID-19. It is very important to study this problem for the change of marketing strategy. To explore this problem, this paper obtained the final answer through the Marketing Mix Theory and used SWOT analysis method. Marketing Mix Theory can well demonstrate the success of Sony earphone products in the Chinese market in recent five years. After completing the above research, this article found that the key to the success of Sony's earphone products lie in their strong product power. In addition, Sony is good at making use of the influence of key opinion leaders and celebrities, to make consumers have a desire to buy. The findings of these conclusions helped relevant enterprises to change their marketing strategies and better sell their products.

KEYWORDS

Sony, Earphone, Marketing Mix Theory, Key Op