4P营销理论案例分析.docx

1、4P营销理论案例分析4P营销理论案例分析4P营销理论案例分析联想1.产品方面。联想集团根据市场细分的原则,确定各地域消费者的需求,有针对性的研制开发了多种、多规格的电脑产品,以满足不同层次消费者的需要。其中包括广受好评的ThinkPad笔记本电脑和ThinkCentre台式机,此外,联想还为这些产品配备了ThinkVantage Technologies软件工具、ThinkVision显示器和一系列PC附件和选件。在我国,联想个人电脑市场份额超30%。凭借新技术,易用性、个性化的设计及多元化的解决方案而广受用户欢迎。联想还拥有针对我国市场的丰富产品线,包括移动手持设备、数码产品、外设和服务器等

2、。2.价格方面。联想产品一直以树立品牌和品质形象为定价原则。联想公司正是依靠品牌的支持,才能在激烈的竞争中生存并发展。公司更愿牺牲短期利益来占领长远的市场,继而提升公司的美誉度和知名度,创立自己“低价高质”的口碑。消费者更为关注产品的价值,因此核心在于价值而不是价信息行业,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。

3、4P marketing theory Case Study - Lenovo1 . 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 criti

4、cally 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, Lenovos PC market share of over 30%. With the new technology , eas

5、e 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 pri

6、cing principles .Lenovo is relying on the brands 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 companys reputation and visibility , to create their own low qu

7、ality 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

8、 the products to be recognized and accepted by the market , 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 in dev

9、eloped countries .3 channel areas . Reasonable value chain to improve the geographical distribution , channel business sector is key to the success of Lenovos channel strategy . The product marketing and product development are two aspects , set in key areas such as Hong Kong s re-export center in t

10、he 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. Product

11、ion base is set in labor costs and prices are much lower 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 ensu

12、re 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 compe

13、titiveness 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 prod

14、ucts, 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 l

15、arge 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

16、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. Lenovos success , the most important is to

17、be a deep understanding of Chinas 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

18、none. Investment in ad above is constantly increasing, and even some of Hollywood blockbusters have seen a lot of Lenovos 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 .