2024年2月10日发(作者：鞠白雪)
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 .
2024年2月10日发(作者：鞠白雪)
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 .