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

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ThinkVantageTechnologies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.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格。

　　联想在市场的认识上,一直实行的策略可以用一句通俗的话概括:

“茅台酒的质量,二锅头的价格。

”所有产品的核心问题都是能否被市场承认和接受,而价格和性能又是接受的条件。

联想在国内外市场的成功也付出了一定的代价,既必须生产比发达国家好的产品,更要有比发达国家同类产品低的价格。

　　3.渠道方面。

进行合理的价值链地理布局、渠道业务部门的完善是联想渠道战略成功的关键。

将产品研发和产品市场销售两大环节,设置在香港这样的世界转口中心的关键地区,能使信息渠道更为畅通,市场也更趋国际化,公司技术和市场人员能及时有效的获得最新的技术和市场信息,全面把握最新动态,紧跟国际潮流。

生产基地则设置在劳动力成本和房价都远低于香港的内陆地区,生产成本大大降低。

另外,还同国内其他厂家发展委托加工的合作关系,既避免了大量投资与基建,又能在订货量增大时保证供应。

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.