4P營(yíng)銷(xiāo)理論案例分析

1、4P營(yíng)銷(xiāo)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(chǎng)細(xì)分的原則,確定各地域消費(fèi)者的需求,有針對(duì)性的研制開(kāi)發(fā)了多種、多規(guī)格的電腦產(chǎn)品,以滿(mǎn)足不同層次消費(fèi)者的需要。其中包括廣受好評(píng)的ThinkPad筆記本電腦和ThinkCentre臺(tái)式機(jī),此外,聯(lián)想還為這些產(chǎn)品配備了ThinkVantage Technologies軟件工具、ThinkVision顯示器和一系列PC附件和選件。在我國(guó),聯(lián)想個(gè)人電腦市場(chǎng)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(hù)歡送。聯(lián)想還擁有針對(duì)我國(guó)市場(chǎng)的豐富產(chǎn)品線(xiàn),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(shù)立品牌和

2、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(jìng)爭(zhēng)中生存并發(fā)展。公司更愿犧牲短期利益來(lái)占領(lǐng)長(zhǎng)遠(yuǎn)的市場(chǎng),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(chǎng)的認(rèn)識(shí)上,一直實(shí)行的策略可以用一句通俗的話(huà)概括:“茅臺(tái)酒的質(zhì)量,二鍋頭的價(jià)格。”所有產(chǎn)品的核心問(wèn)題都是能否被市場(chǎng)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(guó)內(nèi)外市場(chǎng)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(guó)家好的產(chǎn)品,更要有比發(fā)達(dá)國(guó)家同類(lèi)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(mén)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)品市場(chǎng)

3、銷(xiāo)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(chǎng)也更趨國(guó)際化,公司技術(shù)和市場(chǎng)人員能及時(shí)有效的獲得最新的技術(shù)和市場(chǎng)信息,全面把握最新動(dòng)態(tài),緊跟國(guó)際潮流。生產(chǎn)基地則設(shè)置在勞動(dòng)力成本和房?jī)r(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(guó)內(nèi)其他廠(chǎng)家發(fā)展委托加工的合作關(guān)系,既防止了大量投資與基建,又能在訂貨量增大時(shí)保證供給。聯(lián)想中國(guó)區(qū)渠道業(yè)務(wù)部門(mén)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,從而穩(wěn)固其渠道體系。此部門(mén)的組建意在“提升大聯(lián)想體系的整體競(jìng)爭(zhēng)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(kāi)展的工作包括面向合

4、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(jìng)爭(zhēng)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(xiāo)方面。“如果失去聯(lián)想,人類(lèi)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(xiāo)總是將品牌與自身的企業(yè)形象宣傳、產(chǎn)品推廣、促銷(xiāo)相結(jié)合,這不僅為聯(lián)想帶來(lái)了良好的經(jīng)濟(jì)效益,對(duì)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(duì)我國(guó)國(guó)情的深刻理解以及

5、對(duì)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(guó)情、產(chǎn)品定位、市場(chǎng)需求和品牌戰(zhàn)略,制定行之有效的市場(chǎng)策劃的,聯(lián)想可謂無(wú)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(kāi)展了大規(guī)模的戰(zhàn)略布局和規(guī)劃,4P策略對(duì)于電子信息行業(yè)來(lái)說(shuō)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(chǎng)競(jìng)爭(zhēng)中立于不敗之地。4P marketing theory Case Study - Lenovo1 . Products. Lenovo Group under the principles of market segmentation to deter

6、mine 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 Tech

7、nologies these products software tools , ThinkVision monitors and a range of PC accessories and options . In China, Lenovo's 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 mar

8、ket 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 brand's support in order to survive and develop in the fierce compe

9、tition. Companies are more willing to sacrifice short-term interests to capture the long-term market , which in turn enhance the company's reputation and visibility , to create their own "low quality" reputation. Consumers are more concerned about the value of the product , so that the

10、 core value rather than price .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

11、performance is acceptable conditions. Lenovo's 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

12、 geographical distribution , channel business sector is key to the success of Lenovo's 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 mar

13、ket has become more international, technical and marketing 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 H

14、ong Kong's inland areas , production costs are significantly 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 buil

15、d a channel business sector also called " big Lenovo Division " 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 sy

16、stem, creating greater productivity ," Lenovo Group classified its partners a great 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 managemen

17、t software, financial management software , electronic classrooms, e-commerce software , 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

18、 the overall competitiveness and cohesion big Lenovo system, create greater productivity. 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

19、. 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. Lenovo's success , the most important is to be a deep understanding of China's national conditions and make full use of environmental resour