本文以联想集团在西北地区的服务器产品市场营销策略作为研究对象,从
基本的市场营销理论入手,分析并研究联想公司在西北区市场营销策略的现状,
并采用swot分析方法,对联想公司所面临的市场挑战与机遇、公司内部优势和
劣势进行了研究,对于渠道布局和存在的问题进行了剖析,然后进一步深入对
联想集团西北地区的市场进行了分析。对于服务器用户按照行业应用特性细分
为:政府和教育行业、金融和军工行业、邮电和通信行业、四六级城市行业等,
根据用户对于产品的使用特性进提出了联想集团的市场营销策略,包括产品策
略、价格策略、渠道策略、大客户销售策略以及服务策略五个方面。最后从客
户个性化需求、解决方案制定、营销团队建设以及营销管理流程等方面提出了
确保营销策略得以顺利实施的保障措施。
在飞速发展的it行业,企业之间的竞争异常残酷。准确的市场定位和独具
特色的营销策略不但可以提高企业的市场份额,而且还可以为企业带来良好的
经济效益,为在市场竞争中占得先机提供保证。同时,一套科学合理、行之有
效的营销组合策略,也有助于企业实现客户利益和企业利益最大化的双赢局面。
关键词:联想、服务器、营销策略、渠道、大客户
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MBA学位论文作者:马俊琦
联想服务器西北营销策略分析
ABSTRACT
With cloud computing,3G network era, global users for the application of IT products to
become more complicated,for IT solutions also put forward higher requirements,along with the
center of gravity and IT enterprise management products has also undergone a significant
changes. In IT market,many companies are moving from simple desktop -class products ( PC )
to the enterprise -class products ( servers, storage products ),Chinese market is facing Dell ,
IBM, HP, and other companies in the fierce competition. Lenovo Group Limited ( the text
referred to as: Lenovo Group ) as China&39;s domestic IT products companies must take the lead in
this critical period to make the appropriate adjustments,to hold on to market share in China,in
this market environment, analyze and develop marketing strategies for enterprises with strong
practical significance.
In this paper, Lenovo Group as the research object, from basic marketing theory,analyzes
and studies Lenovo marketing strategy in the northwest area of the status quo, and the use of
SWOT analysis method, Lenovo&39;s market facing challenges and opportunities,internal strengths
and disadvantages have been studied for the channel layout and problems,analyzed,and then
further on the Lenovo Group northwest markets were analyzed. For server users and application
characteristics in accordance with industry broken down into: government and education sectors,
financial and military industries,telecommunications and communications industries,46
industries to analyze the city,Lenovo made marketing strategy, including product strategy,
pricing strategy,channel strategy,sales strategy,and large customer service strategy in five
areas . Finally, from the individual needs of customers,the solution formulation, marketing,
team building,and marketing management processes and other aspects of marketing strategy to
ensure the smooth implementation of safeguards.
Fast development of the IT sector,accurate market positioning and unique marketing
strategy can not only improve the company&39;s market share , but also bring good economic
benefits for the enterprise,in order to compete effectively in the market guaranteed . Meanwhile,
a scientific and reasonable,effective marketing mix strategies,but also help enterprises to
achieve the interests of customers and businesses to maximize the benefits of a win-win
situation.
Key words: Lenovo Group, servers, marketing strategy, channel, large customers
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