2023年11月29日发(作者：rx550显卡相当于gtx多少)

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.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。

4P marketing theory Case Study - Lenovo

1 . 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 critically

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, Lenovo's PC market share of over 30%.

With the new technology , ease 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 pricing principles .

Lenovo is relying on the brand's 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

company's reputation and visibility , to create

their own "low quality" 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 the

products to be recognized and accepted by the

market , and the price and performance is

acceptable conditions. Lenovo's 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 developed countries .

3 channel areas . Reasonable value chain to

improve the geographical distribution , channel

business sector is key to the success of Lenovo's

channel strategy . The product marketing and

product development are two aspects , set in key

areas such as Hong Kong 's re-export center in

the 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. Production

base is set in labor costs and prices are much

lower than Hong Kong's 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 ensure 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

competitiveness 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 products, 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 large 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 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. Lenovo's success , the

most important is to be a deep understanding of

China's 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 none. Investment in ad above is

constantly increasing, and even some of

Hollywood blockbusters have seen a lot of

Lenovo's 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 .