The Impact of E-commerce Sales on Consumers in China: A Case Study on SONY

This article is about the situation of SONY e-commerce by combining it with the current development of Chinese e-commerce. At the same time, combining integrated marketing communication theory and consumer behavior theory to analyze what factors can affect consumer decision-making. According to the SWOT method, SONY is an example to explore the current opportunities and challenges encountered. Chinese e-commerce is developing very rapidly, it is very valuable in studying this field is that it can provide some reference suggestions for companies. This article uses a qualitative analysis method to analyze the development of SONY e-commerce through events and data. The integrated marketing communication theory is the theoretical support of this article. Combining with the current development of China's e-commerce to analyze the advantages and disadvantages of SONY development in Taobao platform. This article concludes that to develop e-commerce business in China. Mature product supply chain channels, enterprise internal media integration, big data analysis, and the perfect after-sales process can affect consumers' shopping decisions.