联想公司智能手机东北地区营销战略研究

发布时间：2018-03-22 20:16

本文选题：营销理论　切入点：环境分析　出处：《东北大学》2014年硕士论文　论文类型：学位论文

【摘要】：伴随着智能手机的发展,这个市场也越来越重要,不论是传统手机厂商,还是后进入的PC、家电甚至是互联网服务商,都纷纷进入这个领域,展开了激烈的竞争。苹果一枝独秀,SAMSUNG后来居上,NOKIA大幅跳水,小米一夜成名。每一个品牌都展开了浑身解数,展开自己的营销手段。那么智能手机有什么特点,如何开展智能手机营销,是当下的热点话题。其中联想作为PC劲旅,这两年在智能手机市场异军突起,取得骄人战绩,其中的缘由自有深意。但是各品牌依然鏖战在东北这片热土,如何进一步取胜,是本文研究的专题。本文从当前智能手机的市场现状分析入手,参考4P和4C营销理论,探讨了宏观和微观的战略制定方法,比如PEST、波特五力模型、波士顿矩阵和SWOT分析模型等；然后结合联想实际情况,详细分析了联想企业自身条件,运用SWOT分析分析了联想的优势、劣势、机遇和挑战,研究了4P及整合营销战略,相信对智能手机的营销战略研究领域做了非常有益的补充。从本文研究结果来看,智能手机市场仍然处于高速发展期,在客户细分、运营商发展等很多方面存在机遇,而联想智能手机自身在产品、企业文化、组织结构等具有优势,所以需要在营销战略上大胆突破,进行全面出击,实现市场份额的增长。同时为了更好的进行战略的实施和执行,本文还对具体的策略和组织保障进行了详细阐述。
[Abstract]:With the development of smart phones, this market is becoming more and more important. Both traditional mobile phone manufacturers, PC-electric appliances and even Internet service providers have entered this field one after another. There was fierce competition. Apple outshone Samung as the latter, surpassing the former by a sharp dive, Xiaomi became famous overnight. Each brand launched its own marketing strategy. So what are the features of the smartphone, then??? How to carry out smartphone marketing is a hot topic at present. Lenovo, as a powerful PC team, has made remarkable achievements in the smartphone market in the past two years. The reason has its own meaning. But the brands are still fighting in the Northeast, how to further win is the special topic of this paper. This paper starts with the analysis of the current market situation of smartphones, referring to the 4P and 4C marketing theory. This paper discusses the macro and micro strategy making methods, such as pest, Porter's five Force Model, Boston Matrix and SWOT Analysis Model, and then analyzes the Lenovo enterprise's own conditions in detail, combined with the actual situation of Lenovo. This paper analyzes the advantages, disadvantages, opportunities and challenges of Lenovo by using SWOT analysis, studies 4P and integrated marketing strategy, which is believed to be a very useful supplement to the research field of smartphone marketing strategy. The smartphone market is still in a period of rapid development. There are opportunities in many aspects, such as customer segmentation, operator development, etc., while Lenovo smartphone itself has advantages in products, corporate culture, organizational structure, etc. Therefore, we need to break through the marketing strategy, carry out a comprehensive attack, and achieve the growth of market share. At the same time, in order to better carry out the implementation and implementation of the strategy, this paper also describes the specific strategies and organizational support in detail.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F274

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