4P营销理论案例分析.docx

4P营销理论案例分析.docx

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4P营销理论案例分析

4P营销理论案例分析

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　　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。

4PmarketingtheoryCaseStudy-Lenovo

1.Products.LenovoGroupundertheprinciplesofmarketsegmentationtodeterminethegeographicalconsumerdemand,hasdevelopedavarietyoftargeted,multi-standardcomputerproductstomeettheneedsofconsumersatdifferentlevels.IncludingthecriticallyacclaimedThinkPadnotebooksandThinkCentredesktops,inaddition,LenovoalsoequippedwithThinkVantageTechnologiestheseproductssoftwaretools,ThinkVisionmonitorsandarangeofPCaccessoriesandoptions.InChina,Lenovo'sPCmarketshareofover30%.Withthenewtechnology,easeofuse,personalizeddesignandawiderangeofsolutionswidelywelcomedbyusers.Lenovoalsohasarichmarketforourproductline,includingmobilehandhelddevices,digitalproducts,peripheralsandservers.

2prices.Lenovoproductshasbeentoestablishabrandimageandqualityofpricingprinciples.

Lenovoisrelyingonthebrand'ssupportinordertosurviveanddevelopinthefiercecompetition.Companiesaremorewillingtosacrificeshort-termintereststocapturethelong-termmarket,whichinturnenhancethecompany'sreputationandvisibility,tocreatetheirown"lowquality"reputation.Consumersaremoreconcernedaboutthevalueoftheproduct,sothatthecorevalueratherthanprice.

Lenovointheunderstandingofthemarket,hasimplementedstrategiescanbesummarizedwithonesimplewords:

."ThequalityofMaotai,Erguotouprice"coreissueiswhetheralltheproductstoberecognizedandacceptedbythemarket,andthepriceandperformanceisacceptableconditions.Lenovo'ssuccessinthedomesticmarketalsopaidacertainprice,bothmustproduceagoodproductthanindevelopedcountries,butalsohavelowerpricesthansimilarproductsindevelopedcountries.

3channelareas.Reasonablevaluechaintoimprovethegeographicaldistribution,channelbusinesssectoriskeytothesuccessofLenovo'schannelstrategy.Theproductmarketingandproductdevelopmentaretwoaspects,setinkeyareassuchasHongKong'sre-exportcenterintheworld,enablingmorechannelsofinformationflow,themarkethasbecomemoreinternational,technicalandmarketingpersonneltimelyandeffectiveaccesstothelatesttechnicalandmarketinformation,acomprehensivegraspofthelatestdevelopments,keepupwithinternationaltrends.ProductionbaseissetinlaborcostsandpricesaremuchlowerthanHongKong'sinlandareas,productioncostsaresignificantlyreduced.Also,withotherdomesticmanufacturerstodevelopcooperativerelationscommissionprocessing,bothtoavoidalotofinvestmentandinfrastructure,butalsotoensurethesupplywhenorderingincreases.

LenovoChinatobuildachannelbusinesssectoralsocalled"bigLenovoDivision"affiliatedorganizationinordertoenhancethepartnershipincome,therebystrengtheningitschannelsystem.Theformationofthisdivisionisintendedto"enhancetheoverallcompetitivenessandcohesionbigLenovosystem,creatinggreaterproductivity,"LenovoGroupclassifieditspartnersagreatassociationsystem.Workcurrentlyundertakentothisend,includingsolicitationforcooperativepartnerproductsandprojects.Manychannelshaveaverygoodself-developedproducts,suchasSMECRMmanagementsoftware,financialmanagementsoftware,electronicclassrooms,e-commercesoftware,e-inspectors,etc.,andhavemanyyearsofoperationalmanagementandsuccessstories,weallhopethattheseproductscanbefullexchangeandsharing,togetthesysteminalargeassociationcopy,enhancetheoverallcompetitivenessandcohesionbigLenovosystem,creategreaterproductivity.Thisisaninnovativechannelstrategy,butthesustainabilityisstillfacingmanychallenges.

4promotionalaspects."Ifyoulosetheassociation,humanswillbelike?

"Thisisanimpressivead.Lenovobrandpromotionalwayswithitsowncorporateimageadvertising,productpromotion,marketingcombine,whichnotonlybringgoodeconomicbenefitsfortheassociation,itsbrandawarenessalsoproducedexcellentsocialbenefits.Lenovo'ssuccess,themostimportantistobeadeepunderstandingofChina'snationalconditionsandmakefulluseofenvironmentalresources.Intheelectronicinformationindustry,canbeagoodcombinationofconditions,productpositioning,marketdemandandbrandstrategy,developeffectivemarketing,Lenovodescribedassecondtonone.Investmentinadaboveisconstantlyincreasing,andevensomeofHollywoodblockbustershaveseenalotofLenovo'sfigure.

Insummary,theLenovoGrouplaunchedamassivearound4Pstrategiclayoutandplanning,4Pstrategyfortheelectronicinformationindustryisofgreatsignificance,onlyemphasizeandstrengthentheanalysisandplanning4Pstrategytobeinvincibleinthefiercecompetitioninthemarket.