联想服务器西北地区营销策略研究

发布时间：2018-02-07 09:40

本文关键词： 联想服务器营销策略渠道大客户　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着云计算、3G网络时代的来临,全球用户对于IT产品的应用也趋于复杂化,对于IT解决方案也提出了更高的要求,IT企业的产品和经营重心也发生着重大变化。放眼全球IT市场,多家公司正在从简单的桌面级产品(个人电脑)向企业级产品(服务器、存储产品)转变,主要厂商(戴尔、IBM、惠普、联想)等竞争日趋激烈。联想集团有限公司(文中简称：联想集团)作为中国本土IT产品的带头企业。必须在关键时期做出相应调整,坚守住中国市场份额,因此分析并制定营销策略对于企业而言具有较强的现实意义。本文以联想集团在西北地区的服务器产品市场营销策略作为研究对象,从基本的市场营销理论入手,分析并研究联想公司在西北区市场营销策略的现状,并采用SWOT分析方法,对联想公司所面临的市场挑战与机遇、公司内部优势和劣势进行了研究,对于渠道布局和存在的问题进行了剖析,然后进一步深入对联想集团西北地区的市场进行了分析。对于服务器用户按照行业应用特性细分为：政府和教育行业、金融和军工行业、邮电和通信行业、四六级城市行业等,根据用户对于产品的使用特性进提出了联想集团的市场营销策略,包括产品策略、价格策略、渠道策略、大客户销售策略以及服务策略五个方面。最后从客户个性化需求、解决方案制定、营销团队建设以及营销管理流程等方面提出了确保营销策略得以顺利实施的保障措施。在飞速发展的IT行业,企业之间的竞争异常残酷。准确的市场定位和独具特色的营销策略不但可以提高企业的市场份额,而且还可以为企业带来良好的经济效益,为在市场竞争中占得先机提供保证。同时,一套科学合理、行之有效的营销组合策略,也有助于企业实现客户利益和企业利益最大化的双赢局面。
[Abstract]:With the advent of cloud computing and 3G network era, the application of IT products by global users is becoming more and more complicated, and the higher requirements for IT solutions have been brought forward. The product and business focus of IT enterprises has also undergone significant changes. Look at the global IT market. Companies are moving from simple desktop products (personal computers) to enterprise-scale products (servers, storage products), with major vendors (Dell IBM, Hewlett-Packard, Hewlett-Packard, Lenovo Group Co., Ltd. (Lenovo Group), as the leader of local IT products in China, must adjust its share of the Chinese market at a critical time. Therefore, the analysis and formulation of marketing strategies for enterprises has a strong practical significance. This paper takes the server product marketing strategy of Lenovo Group in Northwest China as the research object, starts with the basic marketing theory, analyzes and studies the current situation of Lenovo's marketing strategy in the northwest region, and adopts the SWOT analysis method. The market challenges and opportunities faced by Lenovo, the internal strengths and weaknesses of the company are studied, and the distribution of channels and existing problems are analyzed. Then the market of Lenovo Group in the Northwest region is further analyzed. The server users are divided into government and education industry, finance and military industry, post and telecommunications industry, city industry of grade four and six and so on according to the application characteristics of the industry. According to the usage characteristics of the products, the paper puts forward the marketing strategy of Lenovo Group, which includes five aspects: product strategy, price strategy, channel strategy, large account sales strategy and service strategy. Solutions, marketing team building and marketing management processes are proposed to ensure the smooth implementation of marketing strategies. In the rapid development of IT industry, the competition between enterprises is extremely cruel. Accurate market positioning and unique marketing strategy can not only increase the market share of enterprises, but also bring good economic benefits to enterprises. At the same time, a set of scientific, reasonable and effective marketing combination strategy can help enterprises to realize the win-win situation of maximizing the interests of customers and enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.671

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