本文選題：營銷理論　切入點：環(huán)境分析　出處：《東北大學》2014年碩士論文　論文類型：學位論文

【摘要】：伴隨著智能手機的發(fā)展,這個市場也越來越重要,不論是傳統(tǒng)手機廠商,還是后進入的PC、家電甚至是互聯(lián)網(wǎng)服務商,都紛紛進入這個領(lǐng)域,展開了激烈的競爭。蘋果一枝獨秀,SAMSUNG后來居上,NOKIA大幅跳水,小米一夜成名。每一個品牌都展開了渾身解數(shù),展開自己的營銷手段。那么智能手機有什么特點,如何開展智能手機營銷,是當下的熱點話題。其中聯(lián)想作為PC勁旅,這兩年在智能手機市場異軍突起,取得驕人戰(zhàn)績,其中的緣由自有深意。但是各品牌依然鏖戰(zhàn)在東北這片熱土,如何進一步取勝,是本文研究的專題。本文從當前智能手機的市場現(xiàn)狀分析入手,參考4P和4C營銷理論,探討了宏觀和微觀的戰(zhàn)略制定方法,比如PEST、波特五力模型、波士頓矩陣和SWOT分析模型等；然后結(jié)合聯(lián)想實際情況,詳細分析了聯(lián)想企業(yè)自身條件,運用SWOT分析分析了聯(lián)想的優(yōu)勢、劣勢、機遇和挑戰(zhàn),研究了4P及整合營銷戰(zhàn)略,相信對智能手機的營銷戰(zhàn)略研究領(lǐng)域做了非常有益的補充。從本文研究結(jié)果來看,智能手機市場仍然處于高速發(fā)展期,在客戶細分、運營商發(fā)展等很多方面存在機遇,而聯(lián)想智能手機自身在產(chǎn)品、企業(yè)文化、組織結(jié)構(gòu)等具有優(yōu)勢,所以需要在營銷戰(zhàn)略上大膽突破,進行全面出擊,實現(xiàn)市場份額的增長。同時為了更好的進行戰(zhàn)略的實施和執(zhí)行,本文還對具體的策略和組織保障進行了詳細闡述。
[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.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.63;F274

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本文編號：1650210