營銷理論案例分析

1、歐陽家右創(chuàng)編4P營銷理論案例分析聯(lián)想歐陽家百(2021.03. 07)1產(chǎn)品方。聯(lián)想集團(tuán)根據(jù)市場細(xì)分的原則,確定各地域消費者的 需求，有針對性的研制開發(fā)了多種、多規(guī)格的電腦產(chǎn)品，以滿足不同 層次消費者的需要。其中包括廣受好評的ThinkPad筆記本電腦和 ThinkCentre臺式機，此外，聯(lián)想還為這些產(chǎn)品配備了 ThinkVantage Technologies軟件工具、ThinkVision顯示器和一系列PC附件和選 件。在我國，聯(lián)想個人電腦市場份額超30%。憑借新技術(shù)，易用性、 個性化的設(shè)計及多元化的解決方案而廣受用戶歡迎。聯(lián)想還擁有 針對我國市場的豐富產(chǎn)品線，包括移動手持設(shè)備、數(shù)碼產(chǎn)品

2、、外設(shè) 和服務(wù)器等。2.價格方廂。聯(lián)想產(chǎn)品一直以樹立品牌和品質(zhì)形象為定價原 則。聯(lián)想公司正是依靠品牌的支持，才能在激烈的競爭中生存并發(fā) 展。公司更愿犧牲短期利益來占領(lǐng)長遠(yuǎn)的市場，繼而提升公司的美 譽度和知名度，創(chuàng)立自己“低價高質(zhì)”的碑。消費者更為關(guān)注產(chǎn)品 的價值，因此核心在于價值而不是價格。聯(lián)想在市場的認(rèn)識上，一直實行的策略可以用一句通俗的話概 括:“茅臺酒的質(zhì)量，二鍋頭的價格。所有產(chǎn)品的核心問題都是能否 被市場承認(rèn)和接受，而價格和性能又是接受的條件。聯(lián)想在國內(nèi)外 市場的成功也付出了一定的代價,既必須生產(chǎn)比發(fā)達(dá)國家好的產(chǎn)品, 更要有比發(fā)達(dá)國家同類產(chǎn)品低的價格。歐陽家百創(chuàng)編歐陽家白創(chuàng)編3.渠道方

3、廂。進(jìn)行合理的價值鏈地理布局、渠道業(yè)務(wù)部門的完 善是聯(lián)想渠道戰(zhàn)略成功的關(guān)鍵。將產(chǎn)品研發(fā)和產(chǎn)品市場銷售兩大 環(huán)節(jié)，設(shè)置在香港這樣的世界轉(zhuǎn)中心的關(guān)鍵地區(qū)，能使信息渠道更 為暢通，市場也更趨國際化，公司技術(shù)和市場人員能及時有效的獲得 最新的技術(shù)和市場信息，全面把握最新動態(tài)，緊跟國際潮流。生產(chǎn)基 地則設(shè)置在勞動力成本和房價都遠(yuǎn)低于香港的內(nèi)陸地區(qū)，生產(chǎn)成本 大大降低。另外，還同國內(nèi)其他廠家發(fā)展委托加工的合作關(guān)系，既避 免了大量投資與基建，又能在訂貨量增大時彳呆證供應(yīng)。聯(lián)想中國區(qū)渠道業(yè)務(wù)部門還籌建了名為“大聯(lián)想事業(yè)部的下屬 組織，以期提升合作伙伴收益，從而鞏固其渠道體系。此部門的組建 意在“提升大聯(lián)想體系

4、的整體競爭力和凝聚力,創(chuàng)造更大的生產(chǎn)力冷 聯(lián)想集團(tuán)將其合作伙伴歸入了大聯(lián)想體系中。目前為此開展的工 作包括廁向合作伙伴的產(chǎn)品征集與項目合作。很多渠道有非常好 的自主研發(fā)產(chǎn)品，如中小企業(yè)CRM管理軟件、集團(tuán)財務(wù)管理軟件. 電子教室、電子商務(wù)軟件、電子城管等，并有多年的運作管理和成 功案例，大家都希望這些產(chǎn)品能被充分交流和分享，在大聯(lián)想體系內(nèi) 得到復(fù)制，提升大聯(lián)想體系的整體競爭力和凝聚力，創(chuàng)造更大的生產(chǎn) 力。這是一種渠道策略的創(chuàng)新，但能否持久仍直臨諸多挑戰(zhàn)。4促銷方直?！叭绻ヂ?lián)想，人類將會怎樣?這是一個令人印象深刻的廣告詞。聯(lián)想的促銷總杲將品牌與自身的企業(yè)形象宣傳、產(chǎn)品推廣、促銷相結(jié)合，這不僅

5、為聯(lián)想帶來了良好的經(jīng)濟(jì)效益,對其品牌宣傳也產(chǎn)生了極好的社會效益。聯(lián)想的成功，最重要的內(nèi)應(yīng)就是對我國國情的深刻理解以及對環(huán)境資源的充分利用。在電歐陽家百創(chuàng)編歐陽家白創(chuàng)編子信息行業(yè),能很好的結(jié)合國情.產(chǎn)品定位、市場需求和品牌戰(zhàn)略, 制定行之有效的市場策劃的，聯(lián)想可謂無出其右。在廣告上的投 入更是不斷加大，甚至一些好萊塢大片中也看到了很多聯(lián)想的身 影。綜上,聯(lián)想集團(tuán)圍繞4P開展了大規(guī)模的戰(zhàn)略布局和規(guī)劃,4P策略 對于電子信息行業(yè)來說意義重大，只有重視和加強4P策略的分析和 規(guī)劃才能在激烈的市場競爭中立于不收之地。4P marketing theory Case Study - Lenovo Prod

6、ucts. Lenovo Group under the principles of marketsegmentation to determine the geographical consumer demand, has developed a variety of targeted , multi-standard computer products to meet the needs of consumers at different levels Including the critically acclaimed ThinkPad notebooks and ThinkCentre

7、 desktops, in addition , Lenovo also equipped with ThinkVantage Technologies these products software tools , ThinkVision monitors and a range of PC accessories and options In China, Lenovos PC market share of over 30% With the new technology , ease of use, personalized design and a wide range of sol

8、utions widely welcomed by users Lenovo also has a rich market for our product line , including mobile handheld devices , digital products,peripheralsandservers.prices. Lenovo products has been to establish a brand image andqualityofpricingprinciples歐陽家百創(chuàng)編歐陽家白創(chuàng)編Lenovo is relying on the brands support

9、 in order to survive and develop in the fierce competition. Companies are more willing to sacrifice shortterm interests to capture the long-term market , which in turn enhance the companys reputation and visibility , to create their own Hlow quality11 reputation Consumers are more concerned about th

10、e value of the product , so that the core value rather than price Lenovo in the understanding of the market, has implemented strategies can be summarized with one simple words : ” The quality of Maotai , Erguotou price11 core issue is whether all the products to be recognized and accepted by the mar

11、ket , and the price and performance is acceptable conditions Lenovos success in the domestic market also paid a certain price, both must produce a good product than in developed countries , but also have lower prices than similar products indevelopedcountrieschannel areas Reasonable value chain to i

12、mprove the geographical distribution 、channel business sector is key to the success of Lenovo channel strategy The product marketing and product development are two aspects , set in key areas such as Hong Kong *s re-export center in the world , enabling more channels of information flow , the market

13、 has become more international, technical and marketing personnel timely歐陽家百創(chuàng)編歐陽家右創(chuàng)編and effective access to the latest technical and market information, a comprehensive grasp of the latest developments, keep up with international trends Production base is set in labor costs and prices are much lower

14、 than Hong Kongs inland areas , production costs are significantly reduced Also, with other domestic manufacturers to develop cooperative relations commission processing , both to avoid a lot of investment and infrastructure , but also to ensure the supply when orderingincreases.Lenovo China to buil

15、d a channel business sector also called H big Lenovo Division n affiliated organization in order to enhance the partnership income , thereby strengthening its channel system. The formation of this division is intended to n enhance the overall competitiveness and cohesion big Lenovo system, creating

16、greater productivity Lenovo Group classified its partners a great association system. Work currently undertaken to this end , including solicitation for cooperative partner products and projects Many channels have a very good self-developed products, such as SME CRM management software, financial ma

17、nagement software , electronic classrooms, e- commerce software , e- inspectors 、 etc., and have many years of operational management and success stories, we all hope that these products can be full exchange and sharing , to get the system in a large association copy , enhance the overall competitiv

18、eness and cohesion big歐陽家百創(chuàng)編歐陽家右創(chuàng)編Lenovo system, create greater productivity This is an innovative channel strategy，but the sustainability is still facing many motional aspects ” If you lose the association , humans will be like? u This is an impressive ad Lenovo brand promotion always

19、 with its own corporate image advertising 、 product promotion, marketing combine , which not only bring good economic benefits for the association, its brand awareness also produced excellent social benefits Lenovos success , the most important is to be a deep understanding of Chinas national conditions and make full use of environmen