4P营销理论案例分析

4P营销理论案例分析D
联想中国区渠道业务部门还筹建了名为“大联想事业部”的下属组织,以期提升合作伙伴收益,从而巩固其渠道体系。

此部门的组建意在“提升大联想体系的整体竞争力和凝聚力,创造更大的生产力”,联想集团将其合作伙伴归入了大联想体系中。

目前为此开展的工作包括面向合作伙伴的产品征集与项目合作。

很多渠道有非常好的自主研发产品,如中小企业CRM管理软件、集团财务管理软件、电子教室、电子商务软件、电子城管等, 并有多年的运作管理和成功案例,大家都希望这些产品能被充分交流和分享,在大联想体系内得到复制,提升大联想体系的整体竞争力和凝聚力,创造更大的生产力。

这是一种渠道策略的创新,但能否持久仍面临诸多挑战。

4.促销方面。

“如果失去联想,人类将会怎样?”这是一个令人印象深刻的广告词。

联想的促销总是将品牌与自身的企业形象宣传、产品推广、促销相结合,这不仅为联想带来了良好的经济效益,对其品牌宣传也产生了极好的社会效益。

联想的成功,最重要的内应就是对我国国情的深刻理解以及对环境资源的充分利用。

在电子
信息行业,能很好的结合国情、产品定位、市场需求和品牌战略,制定行之有效的市场策划的,联想可谓无出其右。

在广告上面的投入更是不断加大,甚至一些好莱坞大片中也看到了很多联想的身影。

综上,联想集团围绕4P开展了大规模的战略布局和规划,4P策略对于电子信息行业来说意义重大,只有重视和加强4P策略的分析和规划才能在激烈的市场竞争中立于不败之地。

4P marketing theory Case Study - Lenovo
1 . Products. Lenovo Group under the principles of market segmentation 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 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, Lenovo's PC market share of over 30%. With the new technology , ease of use, personalized design and a wide range of solutions widely welcomed by users . Lenovo also has a rich market for our product line , including mobile handheld devices , digital products , peripherals and servers .
2 prices. Lenovo products has been to establish a brand image and quality of pricing principles .
Lenovo is relying on the brand's support in order to survive and develop in the fierce competition. Companies are more willing to sacrifice short-term interests to capture the long-term market , which in turn enhance the company's reputation and visibility , to create their own "low quality" reputation. Consumers are more concerned about the 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 price" core issue is whether all the products to be recognized and accepted by the market , and the price and performance is acceptable conditions. Lenovo's 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 in developed countries .
3 channel areas . Reasonable value chain to improve the geographical distribution , channel business sector is key to the success of Lenovo's 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 has become more international, technical and marketing personnel timely 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 than Hong Kong's 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 ordering increases.
Lenovo China to build a channel business sector also called " big Lenovo Division " affiliated organization in order to enhance the partnership income , thereby strengthening its channel system. The formation of this division is intended to " enhance the overall competitiveness and cohesion big Lenovo system, creating 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 management 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 competitiveness and cohesion big Lenovo system, create greater productivity. This is an innovative channel strategy , but the sustainability is still facing many challenges.
4 promotional aspects . " If you lose the association , humans will be like? " This is an impressive ad . Lenovo brand promotion always 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. Lenovo's success , the most important is to be a deep understanding of China's national conditions and make full use of environmental resources . In the electronic information industry , can be a good combination of conditions , product positioning , market demand and brand strategy, develop effective marketing , Lenovo described as second to none. Investment in ad above is constantly increasing, and even some of Hollywood blockbusters have seen a lot of Lenovo's figure.
In summary, the Lenovo Group launched a massive around 4P strategic layout and planning , 4P strategy for the electronic information industry is of great significance , only emphasize and strengthen the analysis and planning 4P strategy to be invincible in the fierce competition in the market .。