摘要：当今时代，企业是社会发展的细胞，营销策略对于企业的发展又起着至关重要的作用。本文运用营销学知识，收集查阅大量客观、准确的资料并且结合自身的调研，介绍了联想集团的发展和全线计算机产品；运用PEST和波特五力模型分析其内外部环境；并通过SWOT分析阐述了联想集团所面临的优势、劣势、机会和威胁；用STP分析目标市场细分和对目标市场的定位；最后结合4p理论对于其产品、价格、渠道和促销策略进行研究，同时考虑客户的需求和特征，提出合理的营销建议。80556

本文根据实际情况，通过对国内联想计算机市场的营销策略研究，明确联想计算机营销策略的主要特点，强调营销策略在整个营销过程中的重要性和地位。为联想企业完善其现有的营销模式或其他IT企业的营销部门能及时把握市场机遇，解决所面临的营销策略问题，并且有效制订、实施和评估市场营销方案具有帮助和借鉴意义。

毕业论文关键字：计算机 营销策略 联想 4p

The Research on Marketing Strategy of Lenovo Computer in China

Abstract: Nowadays, enterprises are the cells of the social development, and marketing strategy plays an important role in the development of enterprises。 The author uses the marketing knowledge and combines with own research, a large number of objective and accurate information has been collected to introduce the development of Lenovo and the whole line of computer products and analyzes the internal and external environment by using the PEST and Porter five force model。 In addition, the paper described the strategy of Lenovo by SWOT analysis, including the strength, weakness, opportunities and threats。 It also introduced the target market segmenting and the target market positioning by STP analysis。 Finally, according to the study of 4p theory through products, prices, channels and promotional strategies and considering the demand characteristics of customers, the author put forward reasonable marketing suggestion。

Based on the research of Lenovo computer marketing strategy in China and according to the actual situation, the paper showed the main characteristics of the Lenovo computer marketing strategy。 Also, it emphasized on the importance and status of the marketing strategy in the entire process of marketing。 It is helpful and has a certain reference to improve the existing marketing model for Lenovo or to timely and accurately understand and grasp the market opportunity, solve the problems faced in the marketing process, correctly develop, implement and evaluate marketing programs for other IT enterprise marketing departments。

Key words: computer, market strategy, Lenovo, 4p

目录

一、 绪论 1

(一) 研究的背景 1

(二) 研究的目的和意义 1

1、 研究的目的 1

2、 研究的意义 1

(三) 研究的方法 2

(四) 联想集团发展简介 2

二、联想计算机的营销环境分析 3

(一) 宏观环境 3

3、 政治环境 3

4、 经济环境 3

5、