本文關鍵詞： 聯(lián)想手機產品業(yè)務業(yè)務 發(fā)展戰(zhàn)略 SWOT分析 增長型戰(zhàn)略　出處：《首都經(jīng)濟貿易大學》2013年碩士論文　論文類型：學位論文

【摘要】：近年來，隨著人們物質生活水平的提高及科技的普及，手機逐漸成為大眾電子消費品，需求量年年遞增，手機市場正迎來巨大商機。本文在對國內外手機市場充分分析的基礎上，，以聯(lián)想手機產品業(yè)務現(xiàn)狀為基礎，綜合運用PEST分析法、波特模型、SWOT分析和市場細分理論等多種分析工具，從優(yōu)勢、劣勢、機會和挑戰(zhàn)等四個方面分析了聯(lián)想手機產品業(yè)務的內外部環(huán)境。 根據(jù)聯(lián)想手機產品業(yè)務內外部環(huán)境分析，并遵循一定的戰(zhàn)略選擇原則，制定和選擇聯(lián)想手機產品業(yè)務的發(fā)展戰(zhàn)略為增長型發(fā)展戰(zhàn)略，其主要包括三部分：（1）差異化發(fā)展促增長策略，著重介紹了對產品、品牌的差異化和個性化方案，以推動其3G手機的發(fā)展；（2）成本領先發(fā)展促增長策略，在明確手機廠商成本來源和聯(lián)想手機產品業(yè)務目前狀況的前提下，通過降低人力成本和采購成本，偏重研發(fā)成本，促進聯(lián)想集團手機業(yè)務的發(fā)展；（3）目標集聚方案促增長策略，在運營商銷售渠道的前提下，通過結合運營商特點，對中低端消費人群進行市場細分，選擇一種細分市場著重發(fā)展，從而形成品牌效益，促進聯(lián)想手機產品業(yè)務的發(fā)展。 最后針對聯(lián)想手機產品業(yè)務所選擇的增長型發(fā)展戰(zhàn)略提出進一步的實施方案，實施方案重點探討管理制度、營銷策略、人才優(yōu)化、技術創(chuàng)新、品牌建設和企業(yè)文化等諸多方面，從而使得發(fā)展戰(zhàn)略得以有效實施。
[Abstract]:In recent years, with the improvement of people's material standard of living and the popularization of science and technology, mobile phones have gradually become popular electronic consumer goods, and the demand is increasing year by year. The mobile phone market is ushered in huge business opportunities. Based on the full analysis of the domestic and foreign mobile phone markets and the current situation of Lenovo's mobile phone products business, this paper synthetically applies the PEST analysis method. Porter model SWOT analysis and market segmentation theory and other analysis tools, from the strengths, weaknesses, opportunities and challenges to analyze the internal and external environment of Lenovo mobile phone products business. According to the analysis of the internal and external environment of Lenovo's mobile phone product business, and in accordance with certain principles of strategic choice, it formulates and selects the development strategy of Lenovo's mobile phone product business as a growth-type development strategy. It mainly includes three parts: 1) the strategy of promoting growth by differentiation, focusing on the product, brand differentiation and individuation scheme, to promote the development of 3G mobile phone and promote the growth strategy of cost leading development. On the premise of clarifying the cost sources of mobile phone manufacturers and the current situation of Lenovo's mobile phone products business, by reducing the cost of manpower and procurement, and focusing on R & D costs, and promoting the development of the mobile phone business of Lenovo Group, the target agglomeration scheme promotes the strategy of promoting growth. Under the premise of the marketing channel of the operator, by combining the characteristics of the operator, the market segment of the middle and low end consumers is subdivided, and a kind of subdivision market is chosen to focus on the development, thus forming the brand benefit and promoting the development of the Lenovo mobile phone product business. Finally, according to the growth development strategy chosen by Lenovo's mobile phone product business, it puts forward a further implementation plan, which focuses on the management system, marketing strategy, talent optimization, technological innovation. Brand construction and corporate culture, so that the development strategy can be effectively implemented.
【學位授予單位】：首都經(jīng)濟貿易大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F426.63

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