聯想手機營銷策略分析

市場營銷論文編號:YX096 論文字數:21270,頁數:32 附開題報告，外文翻譯

目    錄

摘    要 I
Abstract II
第1章 緒    論 1
1.1本文研究背景和研究意義 1
1.1.1本文的研究背景 1
1.1.2本文的研究意義 2
1.2聯想移動的發展歷程 2
1.3本文研究主要內容 3
第2章 國內手機市場的發展和現狀 4
2.1國內手機市場發展歷程 4
2.2國內手機市場現狀 4
第3章 聯想移動的環境分析 7
3.1聯想移動的外部環境分析 7
3.2聯想移動的內部環境分析 10
3.3聯想移動的SWOT分析 11
3.3.4聯想移動面臨的威脅 14
第4章 聯想移動的4P理論分析 15
4.1聯想移動的產品分析 15
4.2聯想移動的價格分析 17
4.3聯想移動的渠道分析 18
4.4聯想移動的促銷分析 18
4.5聯想移動營銷策略中存在的其他問題 18
第5章 聯想手機營銷策略設計 19
5.1實施全面質量營銷 19
5.2完善售后服務體系 20
5.3做好營銷渠道的整合 21
5.4采取靈活的價格策略 22
5.5做好產品促銷 22
第6章 實施新營銷策略效果分析 24
第7章 結    論 25
參考文獻 27
致    謝 29

摘    要
 2009年國內手機市場將繼續面臨國際金融危機等因素的影響，但隨著運營商重組塵埃落定和3G時代的來臨，無論洋品牌還是國產品牌的手機廠商們都看到了希望。當前我國手機市場面臨三大發展動力：第一是3G時代三大運營商的集中采購；第二個是手機存量用戶的大規模升級換代；第三則是“家電下鄉”帶來的機會，2009年將是中國手機業轉型并擴張的一年。
 在我國手機制造業中，最具實力是外資品牌企業。我國手機制造業能否抓住機遇？在未來的發展中應如何應對外資品牌的挑戰？這些問題都是非常值得研究的問題。因此，本文主要研究的內容是：通過對聯想手機所處市場環境的分析，得出聯想移動在行業中所處的現狀；通過對聯想SWOT分析，找出聯想移動在手機行業的優勢、劣勢、機會和威脅；研究分析聯想移動的市場營銷戰略現狀，通過宏觀微觀的市場營銷環境分析，來研究聯想移動的發展現狀；研究分析聯想移動的市場營銷戰略發展方向。
 本文的研究意義主要有：第一，分析聯想手機的市場營銷戰略的實施情況，通過論文的研究可以對聯想手機對營銷戰略的運用情況有所掌握。第二，為聯想手機的市場營銷戰略提供參考意見，通過研究及發現問題，可以針對其具體情況提出自己的意見和建議。第三，研究聯想手機的市場營銷戰略發展新方向，研究手機行業的發展趨勢，制訂其具體的發展戰略，使聯想手機得到更好的發展。

關鍵詞：國產手機 ；營銷策略；聯想；SWOT

Abstract
 Domestic mobile phone market in 2009 will continue to face international financial crisis and other factors, but as the dust settles from restructuring operators and 3G era, whether foreign or domestic brand mobile phone brand manufacturers have seen hope. Mobile phone market in China faces three major driving force for development: The first is the era of the three major 3G operator's centralized purchasing; second one is the stock of mobile phone users upgrading of large-scale; the third is the "home appliances to the countryside," the opportunities offered by 2009 will be China's mobile phone industry and the expansion of the one-year transition.
 Phone manufacturing in China, the most powerful foreign brands. China's mobile phone manufacturing industry can seize the opportunity? Development in the future should be how to deal with the challenges of foreign brands? These issues are worthy of study. Therefore, this paper studies are: the adoption of Lenovo mobile phone market environment in which analysis of Lenovo Mobile in the industry in which the status quo; SWOT analysis of Lenovo, Lenovo Mobile mobile phones to identify industry strengths, weaknesses, opportunities and threats; research and analysis Lenovo marketing strategy moving the status quo, through macro-micro environment of marketing analysis, to study the development of Lenovo Mobile; research and analysis of Lenovo mobile marketing strategy development.
 The main significance of this study are as follows: First, analyze the marketing Lenovo mobile phone implementation of the strategy, through the research papers on mobile phones Lenovo marketing strategy for the use of talking about. Second, the market for Lenovo mobile phones to provide advice on marketing strategy, through the research and found the problem, his or her specific circumstances can make their own comments and suggestions. Third, the study of Lenovo mobile phone market direction to develop new marketing strategies to study the development trend of mobile phone industry, the development of their specific development strategies to better associate the development of mobile phones.

Keywords: China mobile phone; marketing strategy; Lenovo; SWOT