联想PC业务乡镇开发策略研究

发布时间：2018-06-23 14:32

本文选题：联想PC + 乡镇开发业务　；参考：《安徽大学》2017年硕士论文

【摘要】：在经济与政策的双重调整下,中国电子产业出现了新的变化。1-4级市场电子产业已基本普及,需求量降低,5-6级及以下市场电子产业占有率不高,急需开发,市场潜力大,这就决定了企业向乡镇开发业务转型的重大意义。本文按照"提出问题,分析问题,解决问题"的研究思路,对联想PC开发业务战略进行了研究。本文第1章为绪论。该部分主要阐述了选题的背景、国内外研究现状及研究的内容。在1-4级市场,PC占有率基本饱和的情况下,转战5-6级市场,维持联想的企业霸主地位。同时PC市场的整体环境也发生了翻天覆地的变化,由卖方主导市场转向了买方主导市场,这对于生产企业来说,无疑增加了巨大的压力,使得生产企业不得不想法设法拓宽原有的市场营销渠道。在国内外研究现状中,收集整理了国外关于市场开发策略的理论和实践经验。并且重点选取了国内较为先进的市场开发理论进行详尽的介绍。力求客观全面系统的向读者介绍相关市场开发理论[01]。第2章,联想PC在乡镇市场开发现状和问题。首先介绍了联想电脑产品乡镇地区目前的开发情况,包括开发的时间点、步骤、具体内容、乡镇网点的数量、布局等资料。最后重点介绍了联想电脑产品在乡镇开发中存在的各种问题,即乡镇电脑市场需求的限制、乡镇市场投资回报周期长、经营模式落后,通过这三个方面具体进行阐述。指出只有深刻把握农村市场发展的脉搏以及对农村市场开拓的前瞻谋划、对农村市场的持续投入和敢于投入、在农村市场的强执行力这三大因素是联想取得成功的法宝。第3章,联想PC乡镇业务开发的宏观环境分析。本文从内部环境和外部环境对两个方面对联想电脑产品所处的宏观环境进行了全面系统的分析,力求对联想PC本文产品的竞争环境进行全面客观分析。第4章是联想PC乡镇业务开发实例研究,通过各地的成功案例分析目前正在进行的为开发乡镇市场所做的一些措施和取得的成果。第5章,联想PC乡镇业务开发策略及保障措施。针对联想电脑产品乡镇市场开发过程中遇到的问题,结合乡镇市场的实际情况,制定出适合联想公司实际情况又符合乡镇电脑产品市场特点的市场开发策略,即灵活推广活动、开拓联想PC+业务、产品运作、利益最大化、乡镇开发商做好乡镇经销商服务。同时为了有效的保障市场开发策略的实施,论文建议从准备工具、加强与乡镇网点未来的合作、帮助乡镇网点做活动、乡镇开发商避免串货冲击等方面改进管理,以保障对策的有效实施。第6章结论及展望,从三个方面对论文进行了小结,以收束全文。首先,通过分析乡镇市场的巨大潜力,以此证明联想开拓乡镇市场的可行性。其次,通过对现有市场整体环境分析,利用各项服务政策为PC乡镇市场的顺利进行保驾护航。最后,通过成功案例总结乡镇市场的方向是正确的。提出中国制造业企业目前最大的任务是征服国内农村市场,农村市场的消费潜力是巨大的,哪怕企业只能占据其中一部分,也能给企业带来巨大的经济效益和长远的发展动力。中国可以战胜经济危机的关键也是在于国内农村市场,在金融危机后经济还可以持续增长,得益于农民消费水平的提高。可以预见,中国企业未来继续发展和转型的动力,不在国外,不在城市,而在农村[02]。农村市场巨大的消费潜力是国内企业持续稳定发展,国内经济高效增长的关键所在[02]。并指出论文研究中的不足,为将来的研究指明了方向。
[Abstract]:Under the dual adjustment of economy and policy, the electronic industry in China has emerged new changes in the.1-4 level market electronic industry has been basically popularized, the demand is reduced, the occupancy rate of the 5-6 level and below market electronic industry is not high. It is in urgent need of development and the market potential is large. This determines the significant significance of the business transformation to the township development and township development. The first chapter is the introduction. The first chapter is the introduction. This part mainly expounds the background of the topic, the status and the content of research at home and abroad. Under the condition of the 1-4 level market and the basic saturation of the PC share, it maintains the dominant position of the Lenovo enterprise. At the same time, the overall environment of the PC market has also changed dramatically, from the seller's leading market to the buyer's dominant market. This has undoubtedly increased the enormous pressure for the production enterprises, making the production enterprises have to try to broaden the original marketing channels. The theoretical and practical experience of the market development strategy, and a detailed introduction of the more advanced market development theory in China, and the objective and comprehensive and systematic introduction to the second chapters of the related market development theory [01]., and the current situation and problems associated with the development of PC in the township market. The previous development, including the time point of development, steps, specific content, the number of towns and towns, layout and other materials. Finally, the paper focuses on the various problems existing in the development of townships, that is, the restrictions on the demand of the township computer market, the long cycle of investment and return in the township market, and the backward operation mode, through these three aspects. It is pointed out that only a deep grasp of the pulse of the development of the rural market and a prospective plan for the development of the rural market, the three factors which are the continuous investment and dared to invest in the rural market and the strong execution in the rural market are the magic weapons for the success of Association in the rural market. The third chapter, the macro environment analysis of the business development of PC township. The environment and the external environment of the two aspects of the macro environment of the Lenovo computer products in a comprehensive and systematic analysis, and strive to make a comprehensive and objective analysis of the competitive environment of the product of Lenovo PC. The fourth chapter is a case study of the rural business development of Lenovo PC. Through the analysis of the successful cases in various places, the development of villages and towns is being carried out at present. Some measures and achievements made by the market. The fifth chapter, Lenovo PC township business development strategy and safeguard measures. Aiming at the problems encountered in the development process of the township market of Lenovo computer products and combining the actual situation of the township market, a market development strategy suitable for the actual situation of the Lenovo Inc and the characteristics of the township computer product market is formulated. Briefly, that is, flexibly promoting activities, opening up association PC+ business, operation of products, maximizing benefits, and doing the service of township dealers well. In order to effectively guarantee the implementation of market development strategy, the paper proposes to strengthen the cooperation with the township outlets in the future, help the township outlets to do activities, and the township developers avoid cross talk. In order to ensure the effective implementation of the Countermeasures in order to ensure the effective implementation of the countermeasures. The sixth chapter conclusions and prospects, from three aspects of the summary of the paper, to collect the full text. First, through the analysis of the huge potential of the township market, to prove the feasibility of developing the township market by Lenovo. Secondly, through the analysis of the overall environment of the existing market, the use of various services administration. In the end, it is correct to sum up the direction of the township market through a successful case. It is correct to conclude the direction of the township market through a successful case. It is proposed that the biggest task of the Chinese manufacturing enterprises is to conquer the domestic rural market. The consumption potential of the rural market is huge, even if the enterprise can only occupy one part of the market, it can also bring a great deal to the enterprises. The key to the economic and long-term development is that the key to China's victory over the economic crisis is also in the domestic rural market. After the financial crisis, the economy can continue to grow and benefit from the improvement of the consumption level of the farmers. It is foreseeable that the future development and transformation of Chinese Enterprises will not be in the foreign countries, not in the cities, but in the rural [02]. farmers. The huge consumption potential of the village market is the key to the sustainable and stable development of domestic enterprises, the key to the efficient growth of domestic economy [02]., and points out the shortcomings in the study of the paper, which has pointed out the direction for future research.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.67

【相似文献】