吴洁联想笔记本营销策略分析.doc

中华人民共和国教育部 东北林业大学 毕业论文 论文题目：联想集团笔记本营销策略分析 学 生：吴洁 指导教师：郑丽娟 讲师 学 院：经济管理学院 专 业：市场营销2006级2班 2010年6月  联想集团笔记本营销策略分析 摘 要 随着笔记本电脑价格和性能的快速发展，在经历了身份的象征、职业的选择两个阶段之后，笔记本正在成为享受娱乐生活的亲密伙伴，消费者对笔记本的需求日益增大。作为撑起中国IT行业的联想集团，由于在并购IBM PC业务的过程中引入了17亿美元的巨额风险投资，之后又没能很好的发挥协同效应，笔记本净利率从合并前的5%下降到1.8%。目前通过重组全球构架、调整人事、创建两大笔记本品牌三个战略实施，笔记本业务销量和利润已经基本稳定。此时，联想笔记本业务当务之急是结合市场变化，制定以顾客为导向的营销策略组合，以奠定走向国际化企业的基础。 本文针对联想笔记本面对的营销环境和自身经营现状，进行SWOT分析，从而发现问题，制定相应营销组合策略以解决问题。全文先简单介绍联想集团概况，分析其笔记本业务的优势和劣势以及面临的机会和威胁，然后通过分析联想笔记本营销现状，发现联想公司笔记本业务存在的问题和不足，针对存在问题制定对应的笔记本营销组合策略。 关键词：笔记本电脑；营销策略；市场营销； Marketing Strategy Analysis of Lenovo Laptop Computer Abstract With the rapid development of laptop computers’ performance and price, the laptop computer is becoming a closed partner to consumers and having increased consumers demand after the stage of representing peoples status and career choices. The Lenovo Group,as the leader of Chinas IT industry, introduced a 1.7 billion huge venture investment during the process of the acquisition of IBM PC business. And after that, it hadnt dealt well in its synergy effect, the laptop computers net profit margin has decreased from 5% to 1.8%. As far as we know, the Lenovo Group has decided to use three strategies which include reorganising the global architecture, adjusting of personel and creating two laptop computer brands to make its laptop computer sales and profits stable. At this moment, it is imperative for lenovo laptop computer business to seize the opportunity of the change of market and develop the customer-oriented marketing strategies to lay the foundation for enterprise internationalization. The idea of this arcticle is to find the problems of Lenovo laptop computer by alynasing its current marketing environment and its own conditions, and develop some appropriate marketing strategy to solve these problems. The article is divided into three parts, The first part is a brief introduction of the Lenovo laptop computers own oper