4P营销理论案例分析

1、.4P营销理论案例分析联想1.产品方面。联想集团根据市场细分的原则,确定各地域消费者的需求,有针对性的研制开发了多种、多规格的电脑产品,以满足不同层次消费者的需要。其中包括广受好评的ThinkPad笔记本电脑和ThinkCentre台式机,此外,联想还为这些产品配备了ThinkVantage Technologies软件工具、ThinkVision显示器和一系列PC附件和选件。在我国,联想个人电脑市场份额超30%。凭借新技术,易用性、个性化的设计及多元化的解决方案而广受用户欢迎。联想还拥有针对我国市场的丰富产品线,包括移动手持设备、数码产品、外设和服务器等。2.价格方面。联想产品一直以树立品牌

2、和品质形象为定价原则。联想公司正是依靠品牌的支持,才能在激烈的竞争中生存并发展。公司更愿牺牲短期利益来占领长远的市场,继而提升公司的美誉度和知名度,创立自己“低价高质”的口碑。消费者更为关注产品的价值,因此核心在于价值而不是价格。联想在市场的认识上,一直实行的策略可以用一句通俗的话概括:“茅台酒的质量,二锅头的价格。”所有产品的核心问题都是能否被市场承认和接受,而价格和性能又是接受的条件。联想在国内外市场的成功也付出了一定的代价,既必须生产比发达国家好的产品,更要有比发达国家同类产品低的价格。3.渠道方面。进行合理的价值链地理布局、渠道业务部门的完善是联想渠道战略成功的关键。将产品研发和产品市

3、场销售两大环节,设置在香港这样的世界转口中心的关键地区,能使信息渠道更为畅通,市场也更趋国际化,公司技术和市场人员能及时有效的获得最新的技术和市场信息,全面把握最新动态,紧跟国际潮流。生产基地则设置在劳动力成本和房价都远低于香港的内陆地区,生产成本大大降低。另外,还同国内其他厂家发展委托加工的合作关系,既避免了大量投资与基建,又能在订货量增大时保证供应。联想中国区渠道业务部门还筹建了名为“大联想事业部”的下属组织,以期提升合作伙伴收益,从而巩固其渠道体系。此部门的组建意在“提升大联想体系的整体竞争力和凝聚力,创造更大的生产力”,联想集团将其合作伙伴归入了大联想体系中。目前为此开展的工作包括面向

4、合作伙伴的产品征集与项目合作。很多渠道有非常好的自主研发产品,如中小企业CRM管理软件、集团财务管理软件、电子教室、电子商务软件、电子城管等, 并有多年的运作管理和成功案例,大家都希望这些产品能被充分交流和分享,在大联想体系内得到复制,提升大联想体系的整体竞争力和凝聚力,创造更大的生产力。这是一种渠道策略的创新,但能否持久仍面临诸多挑战。4.促销方面。“如果失去联想,人类将会怎样?”这是一个令人印象深刻的广告词。联想的促销总是将品牌与自身的企业形象宣传、产品推广、促销相结合,这不仅为联想带来了良好的经济效益,对其品牌宣传也产生了极好的社会效益。联想的成功,最重要的内应就是对我国国情的深刻理解以

5、及对环境资源的充分利用。在电子信息行业,能很好的结合国情、产品定位、市场需求和品牌战略,制定行之有效的市场策划的,联想可谓无出其右。在广告上面的投入更是不断加大,甚至一些好莱坞大片中也看到了很多联想的身影。综上,联想集团围绕4P开展了大规模的战略布局和规划,4P策略对于电子信息行业来说意义重大,只有重视和加强4P策略的分析和规划才能在激烈的市场竞争中立于不败之地。4P marketing theory Case Study - Lenovo1 . Products. Lenovo Group under the principles of market segmentation to dete

6、rmine the geographical consumer demand, has developed a variety of targeted , multi-standard computer products to meet the needs of consumers at different levels . Including the critically acclaimed ThinkPad notebooks and ThinkCentre desktops, in addition , Lenovo also equipped with ThinkVantage Tec

7、hnologies these products software tools , ThinkVision monitors and a range of PC accessories and options . In China, Lenovos PC market share of over 30%. With the new technology , ease of use, personalized design and a wide range of solutions widely welcomed by users . Lenovo also has a rich market

8、for our product line , including mobile handheld devices , digital products , peripherals and servers .2 prices. Lenovo products has been to establish a brand image and quality of pricing principles .Lenovo is relying on the brands support in order to survive and develop in the fierce competition. C

9、ompanies are more willing to sacrifice short-term interests to capture the long-term market , which in turn enhance the companys reputation and visibility , to create their own low quality reputation. Consumers are more concerned about the value of the product , so that the core value rather than pr

10、ice .Lenovo in the understanding of the market, has implemented strategies can be summarized with one simple words : . The quality of Maotai , Erguotou price core issue is whether all the products to be recognized and accepted by the market , and the price and performance is acceptable conditions. L

11、enovos success in the domestic market also paid a certain price, both must produce a good product than in developed countries , but also have lower prices than similar products in developed countries .3 channel areas . Reasonable value chain to improve the geographical distribution , channel busines

12、s sector is key to the success of Lenovos channel strategy . The product marketing and product development are two aspects , set in key areas such as Hong Kong s re-export center in the world , enabling more channels of information flow , the market has become more international, technical and marke

13、ting personnel timely and effective access to the latest technical and market information, a comprehensive grasp of the latest developments, keep up with international trends. Production base is set in labor costs and prices are much lower than Hong Kongs inland areas , production costs are signific

14、antly reduced. Also, with other domestic manufacturers to develop cooperative relations commission processing , both to avoid a lot of investment and infrastructure , but also to ensure the supply when ordering increases.Lenovo China to build a channel business sector also called big Lenovo Division

15、 affiliated organization in order to enhance the partnership income , thereby strengthening its channel system. The formation of this division is intended to enhance the overall competitiveness and cohesion big Lenovo system, creating greater productivity , Lenovo Group classified its partners a gre

16、at association system. Work currently undertaken to this end , including solicitation for cooperative partner products and projects. Many channels have a very good self-developed products, such as SME CRM management software, financial management software , electronic classrooms, e-commerce software

17、 , e- inspectors , etc., and have many years of operational management and success stories, we all hope that these products can be full exchange and sharing , to get the system in a large association copy , enhance the overall competitiveness and cohesion big Lenovo system, create greater productivi

18、ty. This is an innovative channel strategy , but the sustainability is still facing many challenges.4 promotional aspects . If you lose the association , humans will be like? This is an impressive ad . Lenovo brand promotion always with its own corporate image advertising , product promotion, marketing combine , which not only bring good economic benefits for the association, its brand awareness also produced excellent social benefits. Lenovos success , the most important is to be a deep understanding of Chinas national conditions and make full use of environmental resou