發(fā)布時(shí)間：2018-02-07 09:40

  本文關(guān)鍵詞： 聯(lián)想 服務(wù)器 營(yíng)銷(xiāo)策略 渠道 大客戶　出處：《蘭州大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著云計(jì)算、3G網(wǎng)絡(luò)時(shí)代的來(lái)臨,全球用戶對(duì)于IT產(chǎn)品的應(yīng)用也趨于復(fù)雜化,對(duì)于IT解決方案也提出了更高的要求,IT企業(yè)的產(chǎn)品和經(jīng)營(yíng)重心也發(fā)生著重大變化。放眼全球IT市場(chǎng),多家公司正在從簡(jiǎn)單的桌面級(jí)產(chǎn)品(個(gè)人電腦)向企業(yè)級(jí)產(chǎn)品(服務(wù)器、存儲(chǔ)產(chǎn)品)轉(zhuǎn)變,主要廠商(戴爾、IBM、惠普、聯(lián)想)等競(jìng)爭(zhēng)日趨激烈。聯(lián)想集團(tuán)有限公司(文中簡(jiǎn)稱(chēng)：聯(lián)想集團(tuán))作為中國(guó)本土IT產(chǎn)品的帶頭企業(yè)。必須在關(guān)鍵時(shí)期做出相應(yīng)調(diào)整,堅(jiān)守住中國(guó)市場(chǎng)份額,因此分析并制定營(yíng)銷(xiāo)策略對(duì)于企業(yè)而言具有較強(qiáng)的現(xiàn)實(shí)意義。 本文以聯(lián)想集團(tuán)在西北地區(qū)的服務(wù)器產(chǎn)品市場(chǎng)營(yíng)銷(xiāo)策略作為研究對(duì)象,從基本的市場(chǎng)營(yíng)銷(xiāo)理論入手,分析并研究聯(lián)想公司在西北區(qū)市場(chǎng)營(yíng)銷(xiāo)策略的現(xiàn)狀,并采用SWOT分析方法,對(duì)聯(lián)想公司所面臨的市場(chǎng)挑戰(zhàn)與機(jī)遇、公司內(nèi)部?jī)?yōu)勢(shì)和劣勢(shì)進(jìn)行了研究,對(duì)于渠道布局和存在的問(wèn)題進(jìn)行了剖析,然后進(jìn)一步深入對(duì)聯(lián)想集團(tuán)西北地區(qū)的市場(chǎng)進(jìn)行了分析。對(duì)于服務(wù)器用戶按照行業(yè)應(yīng)用特性細(xì)分為：政府和教育行業(yè)、金融和軍工行業(yè)、郵電和通信行業(yè)、四六級(jí)城市行業(yè)等,根據(jù)用戶對(duì)于產(chǎn)品的使用特性進(jìn)提出了聯(lián)想集團(tuán)的市場(chǎng)營(yíng)銷(xiāo)策略,包括產(chǎn)品策略、價(jià)格策略、渠道策略、大客戶銷(xiāo)售策略以及服務(wù)策略五個(gè)方面。最后從客戶個(gè)性化需求、解決方案制定、營(yíng)銷(xiāo)團(tuán)隊(duì)建設(shè)以及營(yíng)銷(xiāo)管理流程等方面提出了確保營(yíng)銷(xiāo)策略得以順利實(shí)施的保障措施。 在飛速發(fā)展的IT行業(yè),企業(yè)之間的競(jìng)爭(zhēng)異常殘酷。準(zhǔn)確的市場(chǎng)定位和獨(dú)具特色的營(yíng)銷(xiāo)策略不但可以提高企業(yè)的市場(chǎng)份額,而且還可以為企業(yè)帶來(lái)良好的經(jīng)濟(jì)效益,為在市場(chǎng)競(jìng)爭(zhēng)中占得先機(jī)提供保證。同時(shí),一套科學(xué)合理、行之有效的營(yíng)銷(xiāo)組合策略,也有助于企業(yè)實(shí)現(xiàn)客戶利益和企業(yè)利益最大化的雙贏局面。
[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.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.671

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 何佳訊,盧泰宏;論中國(guó)營(yíng)銷(xiāo)的轉(zhuǎn)型方向與研究方法[J];中國(guó)流通經(jīng)濟(jì);2003年03期

，

本文編號(hào)：1494075