4P營銷理論案例分析

1、4P營銷理論案例分析聯(lián)想1. 產(chǎn)品方面。聯(lián)想集團(tuán)根據(jù)市場細(xì)分的原則,確定各地域消費(fèi)者的需求,有針對性的研制開發(fā)了多種、多規(guī)格的電腦產(chǎn)品,以滿足不同層次消費(fèi)者的需要。其中包括廣受好評的ThinkPad筆記本電腦和ThinkCentre臺式機(jī),此外,聯(lián)想還為這些產(chǎn)品配備了ThinkVantageTechnologies軟件工具、ThinkVision顯示器和一系列PC附件和選件。在我國,聯(lián)想個(gè)人電腦市場份額超30%。憑借新技術(shù),易用性、個(gè)性化的設(shè)計(jì)及多元化的解決方案而廣受用戶歡迎。聯(lián)想還擁有針對我國市場的豐富產(chǎn)品線,包括移動(dòng)手持設(shè)備、數(shù)碼產(chǎn)品、外設(shè)和服務(wù)器等。2. 價(jià)格方面。聯(lián)想產(chǎn)品一直以樹立品牌

2、和品質(zhì)形象為定價(jià)原則。聯(lián)想公司正是依靠品牌的支持,才能在激烈的競爭中生存并發(fā)展。公司更愿犧牲短期利益來占領(lǐng)長遠(yuǎn)的市場,繼而提升公司的美譽(yù)度和知名度,創(chuàng)立自己“低價(jià)高質(zhì)”的口碑。消費(fèi)者更為關(guān)注產(chǎn)品的價(jià)值,因此核心在于價(jià)值而不是價(jià)格。聯(lián)想在市場的認(rèn)識上,一直實(shí)行的策略可以用一句通俗的話概括:“茅臺酒的質(zhì)量,二鍋頭的價(jià)格?！彼挟a(chǎn)品的核心問題都是能否被市場承認(rèn)和接受,而價(jià)格和性能又是接受的條件。聯(lián)想在國內(nèi)外市場的成功也付出了一定的代價(jià),既必須生產(chǎn)比發(fā)達(dá)國家好的產(chǎn)品,更要有比發(fā)達(dá)國家同類產(chǎn)品低的價(jià)格。3. 渠道方面。進(jìn)行合理的價(jià)值鏈地理布局、渠道業(yè)務(wù)部門的完善是聯(lián)想渠道戰(zhàn)略成功的關(guān)鍵。將產(chǎn)品研發(fā)和產(chǎn)品

3、市場銷售兩大環(huán)節(jié),設(shè)置在香港這樣的世界轉(zhuǎn)口中心的關(guān)鍵地區(qū),能使信息渠道更為暢通,市場也更趨國際化,公司技術(shù)和市場人員能及時(shí)有效的獲得最新的技術(shù)和市場信息,全面把握最新動(dòng)態(tài),緊跟國際潮流。生產(chǎn)基地則設(shè)置在勞動(dòng)力成本和房價(jià)都遠(yuǎn)低于香港的內(nèi)陸地區(qū),生產(chǎn)成本大大降低。另外,還同國內(nèi)其他廠家發(fā)展委托加工的合作關(guān)系,既避免了大量投資與基建,又能在訂貨量增大時(shí)保證供應(yīng)。聯(lián)想中國區(qū)渠道業(yè)務(wù)部門還籌建了名為“大聯(lián)想事業(yè)部”的下屬組織,以期提升合作伙伴收益,從而鞏固其渠道體系。此部門的組建意在“提升大聯(lián)想體系的整體競爭力和凝聚力,創(chuàng)造更大的生產(chǎn)力”,聯(lián)想集團(tuán)將其合作伙伴歸入了大聯(lián)想體系中。目前為此開展的工作包括面

4、向合作伙伴的產(chǎn)品征集與項(xiàng)目合作。很多渠道有非常好的自主研發(fā)產(chǎn)品,如中小企業(yè)CRM管理軟件、集團(tuán)財(cái)務(wù)管理軟件、電子教室、電子商務(wù)軟件、電子城管等,并有多年的運(yùn)作管理和成功案例,大家都希望這些產(chǎn)品能被充分交流和分享,在大聯(lián)想體系內(nèi)得到復(fù)制,提升大聯(lián)想體系的整體競爭力和凝聚力,創(chuàng)造更大的生產(chǎn)力。這是一種渠道策略的創(chuàng)新,但能否持久仍面臨諸多挑戰(zhàn)。4. 促銷方面。“如果失去聯(lián)想,人類將會(huì)怎樣?”這是一個(gè)令人印象深刻的廣告詞。聯(lián)想的促銷總是將品牌與自身的企業(yè)形象宣傳、產(chǎn)品推廣、促銷相結(jié)合,這不僅為聯(lián)想帶來了良好的經(jīng)濟(jì)效益,對其品牌宣傳也產(chǎn)生了極好的社會(huì)效益。聯(lián)想的成功,最重要的內(nèi)應(yīng)就是對我國國情的深刻理解

5、以及對環(huán)境資源的充分利用。在電子信息行業(yè),能很好的結(jié)合國情、產(chǎn)品定位、市場需求和品牌戰(zhàn)略,制定行之有效的市場策劃的,聯(lián)想可謂無出其右。在廣告上面的投入更是不斷加大,甚至一些好萊塢大片中也看到了很多聯(lián)想的身影。綜上,聯(lián)想集團(tuán)圍繞4P開展了大規(guī)模的戰(zhàn)略布局和規(guī)劃，4P策略對于電子信息行業(yè)來說意義重大，只有重視和加強(qiáng)4P策略的分析和規(guī)劃才能在激烈的市場競爭中立于不敗之地。4PmarketingtheoryCaseStudy-Lenovo1 .Products.LenovoGroupundertheprinciplesofmarketsegmentationtodeterminethegeograph

6、icalconsumerdemand,hasdevelopedavarietyoftargeted,multi-standardcomputerproductstomeettheneedsofconsumersatdifferentlevels.IncludingthecriticallyacclaimedThinkPadnotebooksandThinkCentredesktops,inaddition,LenovoalsoequippedwithThinkVantageTechnologiestheseproductssoftwaretools,ThinkVisionmonitorsand

7、arangeofPCaccessoriesandoptions.InChina,Lenovo'sPCmarketshareofover30%.Withthenewtechnology,easeofuse,personalizeddesignandawiderangeofsolutionswidelywelcomedbyusers.Lenovoalsohasarichmarketforourproductline,includingmobilehandhelddevices,digitalproducts,peripheralsandservers.2 prices.Lenovoprod

8、uctshasbeentoestablishabrandimageandqualityofpricingprinciples.Lenovoisrelyingonthebrand'ssupportinordertosurviveanddevelopinthefiercecompetition.Companiesaremorewillingtosacrificeshort-termintereststocapturethelong-termmarket,whichinturnenhancethecompany'sreputationandvisibility,tocreatethe

9、irown"lowquality"reputation.Consumersaremoreconcernedaboutthevalueoftheproduct,sothatthecorevalueratherthanprice.Lenovointheunderstandingofthemarket,hasimplementedstrategiescanbesummarizedwithonesimplewords:."ThequalityofMaotai,Erguotouprice"coreissueiswhetheralltheproductstobere

10、cognizedandacceptedbythemarket,andthepriceandperformanceisacceptableconditions.Lenovo'ssuccessinthedomesticmarketalsopaidacertainprice,bothmustproduceagoodproductthanindevelopedcountries,butalsohavelowerpricesthansimilarproductsindevelopedcountries.3 channelareas.Reasonablevaluechaintoimprovethe

11、geographicaldistribution,channelbusinesssectoriskeytothesuccessofLenovo'schannelstrategy.Theproductmarketingandproductdevelopmentaretwoaspects,setinkeyareassuchasHongKong'sre-exportcenterintheworld,enablingmorechannelsofinformationflow,themarkethasbecomemoreinternational,technicalandmarketin

12、gpersonneltimelyandeffectiveaccesstothelatesttechnicalandmarketinformation,acomprehensivegraspofthelatestdevelopments,keepupwithinternationaltrends.ProductionbaseissetinlaborcostsandpricesaremuchlowerthanHongKong'sinlandareas,productioncostsaresignificantlyreduced.Also,withotherdomesticmanufactu

13、rerstodevelopcooperativerelationscommissionprocessing,bothtoavoidalotofinvestmentandinfrastructure,butalsotoensurethesupplywhenorderingincreases.LenovoChinatobuildachannelbusinesssectoralsocalled"bigLenovoDivision"affiliatedorganizationinordertoenhancethepartnershipincome,therebystrengthen

14、ingitschannelsystem.Theformationofthisdivisionisintendedto"enhancetheoverallcompetitivenessandcohesionbigLenovosystem,creatinggreaterproductivity,"LenovoGroupclassifieditspartnersagreatassociationsystem.Workcurrentlyundertakentothisend,includingsolicitationforcooperativepartnerproductsandp

15、rojects.Manychannelshaveaverygoodself-developedproducts,suchasSMECRMmanagementsoftware,financialmanagementsoftware,electronicclassrooms,e-commercesoftware,e-inspectors,etc.,andhavemanyyearsofoperationalmanagementandsuccessstories,weallhopethattheseproductscanbefullexchangeandsharing,togetthesystemin

16、alargeassociationcopy,enhancetheoverallcompetitivenessandcohesionbigLenovosystem,creategreaterproductivity.Thisisaninnovativechannelstrategy,butthesustainabilityisstillfacingmanychallenges.4 promotionalaspects."Ifyoulosetheassociation,humanswillbelike?"Thisisanimpressivead.Lenovobrandpromo

17、tionalwayswithitsowncorporateimageadvertising,productpromotion,marketingcombine,whichnotonlybringgoodeconomicbenefitsfortheassociation,itsbrandawarenessalsoproducedexcellentsocialbenefits.Lenovo'ssuccess,themostimportantistobeadeepunderstandingofChina'snationalconditionsandmakefulluseofenvironmentalresources.Intheelectronicinformationindustry,canbeagoodcombinationofconditions,productpositioning,marketdemandandbrandstrategy,developeffectivemarketing,Lenovodescribedassecondtonone.Investmentinadaboveisconstantlyincreasing,andevensomeofHollywoodblockbuster