联想笔记本电脑市场营销策略研究.doc

联想笔记本电脑市场营销策略研究
摘要
随着新技术的推动以及新的用户需求的拉升,笔记本电脑市场在国内迅猛成长。在这样的产业背景下,联想一直笔记本高歌猛进,取得了非凡的成功,稳居中国市场占有率第一。但是笔记本这个行业的新亮点也吸引了众多厂商的加入,机遇永远与挑战并存,联想将如何应对其他笔记本厂商的巨大挑战,在趋于白热化的市场竞争中,联想在完成国内品牌向国际品牌的角色转换的同时,市场营销战略的调整将是其笔记本业务取得成功的关键。
本文采用从宏观到微观、由外到内层层深入的架构,首先分析联想公司的外部环境,从整个笔记本市场的营销环境入手,对笔记本行业的品牌现状进行分析,又利用波特竞争力模型进一步分析笔记本市场的竞争环境和发展趋势;其次分析联想公司的内部条件,利用SWOT分析法分析联想笔记本电脑的优势与劣势、机会与威胁;再次,立足于联想公司现有市场营销策略,结合消费者价值评价体系发现方正科技现行营销策略存在的问题最后对暴露出来问题,通过消费者及其需求分析,确定联想笔记本电脑的目标市场并进行市场定位,从经典4P理论出发,结合企业自身的现状与特点思考提出联想公司笔记本电脑营销策略的改进意见。
本文旨在通过市场营销理论的应用,希望对联想公司在笔记本电脑营销提供策略参考,帮助其摆脱目前困境,获取持续竞争优势,同时希望对国内相关笔记本电脑厂商在营销策略的制定方面起到借鉴作用。
关键词:联想笔记本电脑市场营销营销策略
ABSTRACT
With the new technology and new push users demand pull litre, puters in the rapid growing domestic market. In this industry background, lenovo has been notebook unconventional, has obtained the remarkable ess, comfortably in the Chinese market share first. But the industry's new window notebook also attracted numerous manufacturers to join, opportunity forever and challenges, lenovo will be how to deal with other laptop manufacturers huge challenges, in turn to white-petition in the market, lenovo in domestic brand finish to the international brand the role transformation at the same time, market marketing strategy adjustment is its notebook business will be the key to ess.
In this paper, from macroscopical to microcosmic from inner to outer layers of the structure of the deep, first analysis pany external environment, the whole notebook market from the marketing environment of the notebook industry brand situation analysis, and use petitive model further analysis of the notebook petition environment and development tendency; Second analysis of pany lenovo condition, using the SWOT analysis lenovo laptop advantages and disadvantages, opportunities and threats; Again, based on current market marketing strategy pany, combined with consumers value evaluation system found that current marketing strategy founder technology problems exposed the problem, by co