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论文编号：	3700
作者编号：	2120092553
上传时间：	2011/11/22 14:34:22
中文题目：	个人电脑企业营销策略及实施的研究—以联想集团营销策略为例
英文题目：	The study of Marketing Strategies and Implementations of PC Manufacturers– Cite Marketing Strategies of Lenovo as Case Study
指导老师：	李东进
中文关键字：	个人电脑，市场细分，目标市场，营销策略
英文关键字：	PC, Market Segmentation, Market Targeting, Marketing Strategy
中文摘要：	随着社会的不断进步，经济的不断发展，人们生活水平也在不断改善和提高，消费水平日益随之提高，拥有一台个人电脑不再是所有人的梦想，尤其对中国一线到三线城市的人是工作生活中的必需品。虽然个人电脑市场的需求越来越大，但同时国内外的竞争者也越来越多。中国的个人电脑制造商之间的竞争相当激烈，十大笔记本电脑品牌有联想（包括联想ThinkPad）、惠普、索尼、戴尔、东芝、华硕、方正、宏碁和神舟。其中联想ThinkPad在中国市场具有绝对的比较优势，该公司一直保持其在个人电脑行业的领先地位。国外的厂商从产品到技术的更新方面对国内一部分特定的部分人群尤其是追求客户体验度和时尚感的年轻人更加具有吸引力，像苹果公司系列产品。国内的个人电脑市场竞争非常强烈，以客户为中心的发展趋势越发明朗。当今和未来的市场中，客户才是名副其实的上帝，这是企业需要面对并要为之做好充分准备的现实趋势。本文将理论联系企业实操，研究对象为国内个人电脑企业如何在激烈的竞争中发挥自身优势而扩大市场份额的营销策略。本文运用理论分析和案例分析相结合的方法，探讨了个人电脑行业的发展现状与趋势，深入分析了个人电脑市场的营销环境，运用营销中的市场细分、目标市场选择和市场定位等方法研究了个人电脑企业所运用的营销策略。本文以联想集团营销策略作为案例，联想是国内个人电脑行业的龙头企业，一直在行业中保持领先地位。自联想于2005年收购了IBM个人电脑事业部后，其战略改变成为依靠国内市场扩大份额并以创新的技术和产品研发创造更多的新市场。本文中除了运用营销学的理论工具对联想自身所处的营销环境和优劣势进行分析，还具体结合联想个人电脑产品的营销案例分析了联想集团之所以在市场中保持领先地位的营销策略。
英文摘要：	With the development of society as well as economic, living standards is improving, consumption level has been increasing continuously. To have a PC that is a dream no longer, it is necessaries of life to people specifically to people those who live in the city of tier 1 to tier 3. Although market demand is getting big, domestics and oversea participants from China and oversea are increasing as well. There is strong competition within Chinese PC manufacturers, top 10 China brands is LENOVO (include Lenovo ThinkPad), HP, SONY, DELL, TOSHIBA, ASUS, Founder, ACER, HASEE. Lenovo ThinkPad has been keeping leading position in PC industry in China for comparable strengths to other manufacturers. In terms of product, technology upgrade of foreign brands which have attracted to certain people special to young generation who pursuit customer experience and fashionable design, for example apple series products. The competition in China market is getting fiercely, focusing on customer’s requirement that is priority to PC company. In today and future market, taking care of customers should be priority to overall strategy PC companies should face this truth and get ready for that adequately. This essay will elaborate points in way of integrating theory with operation practice by enterprise, the object of study focus on how PC manufacturers develop advantage to explore more market share in fierce competition. This essay applied the way of integrating theory analysis with case study to discuss deeply on PC industry’s progress and trend of development, also analyzes marketing environment, by using of marketing tools of segmentation, market targeting as well as positioning etc, to analyze marketing strategies used by PC manufacturers. This essay will cite Lenovo as case study, Lenovo is leading company and has been keeping leading position in PC industry in China. Lenovo has acquired IBM PC division on 2005, their strategy is that enlarge market share reply on domestic market and new technology R&D to create new market demand. This essay analyzes marketing environment, strengths and weakness by using theories and tools of marketing, this essay also analyze marketing strategy that ensure Lenovo keeping leading position in PC industry by marketing case study of Lenovo.
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