戴尔和联想公司营销策略比较研究
发布时间：2018-10-11 09:03
【摘要】：本文试图运用管理学知识，结合本人在联想和戴尔公司工作的实际经验，，收集查阅大量最新、详实准确客观的资料，从企业发展战略、市场、渠道、产品及服务企业文化、人力资源等几个方面分析戴尔和联想公司营销策略。 联想和戴尔公司作为著名的计算机设备及服务供应商，同时是IT行业的两大竞争对手。针对IT行业的特点，本文从IT研究领域竞争环境分析入手，运用SWOT分析法、4P等理论，结合渠道策略、产品、价格和广告等组合分析法等多种手段，分析竞争环境，确定两家公司核心竞争能力和竞争关键因素，研究双方新的市场营销发展战略，得出以下几点结论： (一) “戴尔模式”：直接是根本，直销是表象!注重提供最佳客户体验，精髓是从零件制造到集成工厂到客户的供应链管理系统。联想的成功是分销渠道体系!“大联想合作伙伴体系”已经历了“代理分销”和“紧密分销”两个阶段，正步入“集成分销”的第三阶段，“集成分销”的核心思想是将联想、渠道看作一个整体，面向客户做一体化的设计，清晰角色定位与分工，加强互动，提高整体运作效率。 (二) 联想的最大的问题是定位，关键是核心战略制定和实施，不是“炒概念”。对于依靠对市场的深刻了解和强大的行销能力成功的戴尔来说，核心技术的缺乏才是制约戴尔发展的最大障碍。 (三) 企业须摆脱以产品为导向的经营理念，而致力于为客户提供超价值“客户体验”。只有让客户在获取、使用产品或服务的全过程中都感到一种方便和愉快，给予客户超出他们预期的价值，才是企业通向成功的不二法门。 (四) 企业文化的“蝴蝶效应”和联想人力资源的“项链理论”，都潜移默化影响公司的营销决策顺利执行，值得企业反思和借鉴。 企业制定新的营销策略需要自身的特点和产业化发展环境相结合，不断改革创新，才能不断发展!只有拥有知识产权的核心技术和核心竞争力的企业才能基业常青，所以未来谁赢谁输难以定论!
[Abstract]:This paper attempts to use management knowledge, combined with my actual experience in Lenovo and Dell, to collect and consult a large number of up-to-date, accurate and objective information, from the enterprise development strategy, market, channels, products and service corporate culture, Human resources and other aspects of Dell and Lenovo analysis of marketing strategies. Lenovo and Dell are renowned computer equipment and service providers and two big competitors in the IT industry. According to the characteristics of IT industry, this paper begins with the analysis of the competitive environment in the field of IT research, and analyzes the competitive environment by using the SWOT analysis method, 4P theory, combined with channel strategy, product, price and advertising combination analysis, etc. To determine the core competitiveness and key competitive factors of the two companies, and to study the new marketing development strategies of both companies, Draw the following conclusions: (1) "Dell model": direct sales is fundamental, direct sales is superficial! Focus on providing the best customer experience, the essence of the supply chain management system from parts manufacturing to integrated factories to customers. Lenovo's success is the distribution channel system! The "big Lenovo partner system" has gone through two stages of "agency distribution" and "close distribution", and is stepping into the third stage of "integrated distribution". The core idea of "integrated distribution" is to consider Lenovo and channels as a whole. Customer-oriented integrated design, clear role positioning and division of labor, enhance interaction, improve overall operational efficiency. Second, Lenovo's biggest problem is positioning, the key is the core strategy formulation and implementation, not "speculation concept." For Dell, which depends on deep understanding of market and strong marketing ability, the lack of core technology is the biggest obstacle to Dell's development. (3) Enterprises should move away from product-oriented business philosophy and focus on providing customers with super-value customer experience. Only by allowing customers to feel a kind of convenience and pleasure in the whole process of acquiring, using products or services, giving customers more value than they expected is the only way for enterprises to succeed. (4) the "butterfly effect" of corporate culture and the "necklace theory" of Lenovo's human resources have a subtle influence on the smooth implementation of marketing decisions of the company, which is worthy of reflection and reference by enterprises. The enterprise formulates the new marketing strategy to need own characteristic and the industrialization development environment unifies, unceasingly reforms the innovation, can develop unceasingly! Only with the core technology of intellectual property and core competitiveness of the enterprise can be based on evergreen, so who wins or loses in the future is inconclusive!
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.6
本文编号：2263618
[Abstract]:This paper attempts to use management knowledge, combined with my actual experience in Lenovo and Dell, to collect and consult a large number of up-to-date, accurate and objective information, from the enterprise development strategy, market, channels, products and service corporate culture, Human resources and other aspects of Dell and Lenovo analysis of marketing strategies. Lenovo and Dell are renowned computer equipment and service providers and two big competitors in the IT industry. According to the characteristics of IT industry, this paper begins with the analysis of the competitive environment in the field of IT research, and analyzes the competitive environment by using the SWOT analysis method, 4P theory, combined with channel strategy, product, price and advertising combination analysis, etc. To determine the core competitiveness and key competitive factors of the two companies, and to study the new marketing development strategies of both companies, Draw the following conclusions: (1) "Dell model": direct sales is fundamental, direct sales is superficial! Focus on providing the best customer experience, the essence of the supply chain management system from parts manufacturing to integrated factories to customers. Lenovo's success is the distribution channel system! The "big Lenovo partner system" has gone through two stages of "agency distribution" and "close distribution", and is stepping into the third stage of "integrated distribution". The core idea of "integrated distribution" is to consider Lenovo and channels as a whole. Customer-oriented integrated design, clear role positioning and division of labor, enhance interaction, improve overall operational efficiency. Second, Lenovo's biggest problem is positioning, the key is the core strategy formulation and implementation, not "speculation concept." For Dell, which depends on deep understanding of market and strong marketing ability, the lack of core technology is the biggest obstacle to Dell's development. (3) Enterprises should move away from product-oriented business philosophy and focus on providing customers with super-value customer experience. Only by allowing customers to feel a kind of convenience and pleasure in the whole process of acquiring, using products or services, giving customers more value than they expected is the only way for enterprises to succeed. (4) the "butterfly effect" of corporate culture and the "necklace theory" of Lenovo's human resources have a subtle influence on the smooth implementation of marketing decisions of the company, which is worthy of reflection and reference by enterprises. The enterprise formulates the new marketing strategy to need own characteristic and the industrialization development environment unifies, unceasingly reforms the innovation, can develop unceasingly! Only with the core technology of intellectual property and core competitiveness of the enterprise can be based on evergreen, so who wins or loses in the future is inconclusive!
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.6
【引证文献】
相关硕士学位论文 前1条
1 崔阳;联想集团网络营销研究[D];黑龙江大学;2012年
本文编号：2263618
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