商务英语 对联想公司的4p分析

Analysis of 4p- Production, Price, Place and Promotion Production:
There are three basic market strategies, including scale, market segment and differentiation. From the view of Zhao yang Lenovo laptop operation, Lenovo can skillfully choose appropriate market strategy in the right time. For example, before the 1992, agent of AST computers is their main market while their own voice is very weak. But from the beginning of 1992, Lenovo was eyeing Chinese vast domestic market, launching a new concept that is home computer. After that, it successively launched “Lenovo1+1”, the first generation computer and the second generation computer. Lenovo impressed the customers by their lower price than foreign computers. At the same time, Lenovo set up store system extending to the streets, communities and so on, popularizing and broadening the home computer market.
Now Lenovo provides ThinkPad laptop computers and Think Centre desktop for customers all over the world. What’s more, the Think Vantage Technologies software tools, Think Vision display and a series of PC accessories and options are equipped with the Lenovo products. In China, Lenovo PC products’ market share has already been up to one-third. The Lenovo is so popular with Chinese users relying on their advanced technology, the function of the easy to use and personalized design and diversity of the solutions. Lenovo also has a rich produce line for the
Chinese market, including mobile handsets, servers, peripherals and digital products and so on.
Price:
Lenovo Company realizes that if you want to survive and develop in the fierce competition, it is impossible to not have brand support. Lenovo adopted “high-quality, low price” sales strategy. In order to improve the company’s profile and create their own brand, they don’t hesitate to sacrifice short-term profits. For example, when they developed and produced the Lenovo 286 production, they paid more attention to the management of quality and strict with the each link of purchasing, manufacturing and processing so that their product quality rank high in the same 286 products. Due to the strict quality requirement and using high-grade components, Lenovo’s cost is higher than Taiwan and Hong Kong’s manufacturers. However, Lenovo didn’t increase the price of their products but to take the low price strategy- every product’s price is lower than the similar products of Hong Kong’s market. At the beginning, Lenovo’s “high-quality, low price” made the company suffer major losses. The company sold 8000 pieces of brand every month. It not only didn’t take profit for Lenovo, but also deficit ten thousands dollars. The company totally deficit one hundred thousands dollars in several months. Fortunately, because of the 286 products’ life was short, the time of loss didn’t last long. What’s more, Lenovo created their own reputation due to
this and absorbed many loyal customers. Because of good brand image, Lenovo achieved extreme success when they launched the high-grade microcomputer 386 and 486.
Place:
Marketing channels can be roughly divided into two parts- marketing channels and distribution channels. Lenovo’s main distribution channels are to open several factory-outlet stores in various provinces. Direct sales can reduce the flows of the intermediate links and make the enterprise directly face market so that the enterprise can master exact sales situation. This kind of form make Lenovo controls the Chinese computer market and gets more profits. Distribution channels is to cooperate with computer agents that make up to direct sales’disadvantage of limit markets and make contribution to some kind of brand occupying national markets. Now Lenovo adopts two forms - distribution and agent for the sale in order to reduce part of cost of employees. In spite of this, Lenovo’s success thanks to its marketing model and its essence profit from customizing according to the need-directly sell the products to their customers. Another advantage is that they can communicate with customers directly and master customers’materials so as to utmost segment the customers’ demands and capture tiny changes. At last, they can embody the understanding of customers on the products and keep sensitive and rapid response of the market.
Promotion:
Lenovo Computer holds many times large-scale promotional activities throughout the country including the focus of business computer extension and strong summer sales promotion activities and preferential benefits promotion policy and eventually obtain significant results. The Lenovo had ever a slogan- if lose Lenovo, how will the human beings? This is a kind of promotion form. Lenovo associates the brand strategy with their enterprise image publicity, production promotion and scale promotion so that brings good economic and social benefits. In the recent ten years, Lenovo’s whole brand strategy can be roughly divided into four levels- product advertising activities, market promotion activities’ public relations activities, government public relations activities and build and develop the required environment of activities. All in all, Lenovo can make relative market planning according to Chinese national conditions, market demand and brand strategy and so on.。