夏新笔记本电脑营销策略研究

厦门大学硕士学位论文夏新笔记本电脑营销策略研究姓名：刘治国申请学位级别：硕士专业：工商管理指导教师：郭霖2005090120042004240200340%OEM111234ABSTRACTTill2004,thedemandofNotebookComputerstillkeepsgrowingatahighspeed.InChina,Notebooksalesvolumeachieved2.4millionin2004,increasing40%comparingwiththatin2003.Tillnow,thebusinessandindustrycustomersarestillthemajorconsumersforNotebookComputer,whiletheindividualdemandalsokeepsincreasinggreatly.Thecompetitionfornotebookmarketbecomesmoreandmoreintensive,especiallyforprice.Low-endedcomputerhasbeenthefocusforthecompetition,whichmakesthepricebehind-limitwasdroppeddownagainandagain.Withtheaccumulationinearlierperiod,AmoihasbeentransferredsuccessfullyfromanOEMtoaMotherboard-Grademanufacturer,withthecapacityofself-researchandself-manufacturing.Basedontheanalysisoftheopportunity,threatfornotebookindustryandthestrength,weaknessforAmoicompany,thisthemehasdonearesearchonthestrategicmarketingforAmoiNotebook.Theresultshowsthat,toshakeoffcurrentembarrassedstatus,thecompanyshouldredefineherobjectcustomerandstresshermarketingstrategyonthebusinessandindustrycustomers.Basedonthestrategy,AmoiNotebookshouldtakeLenovoasthemaincompetitorandfocusonthemarketofeducationindustryandindividualdemandfirst,takingtheindustryofgovernment,manufacturing,energysourcingandmediaasselectivemarket,whilegivingupfinanceandtelecomindustryforthemoment.Forareastrategy,Amoishouldtakethe11provinceswithgoodeconomyconditionsasthefirst-runfocusedmarket,suchasBeijing,Shanghai,Guangdong,Jianshu,Zhejianandsoon.Forproductpositionstrategy,AmoishouldpaymoreattentiononthedevelopmentofWide-screennotebookanddiversifyherproductlinecontinuously,focusingonthelow-priceproductwithmaturemarketingposition.Withtheexplicitpositionforobjectmarket,Amoishouldchangehersinglechannelmarketingmodelandturntothemixedmarketingmodelwithdirectmarketingandchannelmarketing,whichcanbeexecutedbythreesteps.Meanwhile,bytakingthe“1-2-3-4”managingstrategy,Amoicanachieveherstrategygoaltobecomeaforgingenterprisewiththecorecompetitiveabilityofslimmanagement.KeyWords:NotebookComputer;StrategicMarketing;KeyAccountDirectMarketing12IT3ITIT45200563005001••••••••••••••••••••••••••6272004ITDELLHPIBMCPU20%3C8981011121314152004240200339.3%10.8%PCPCIT200473%342004intel2004DothanSonoma533MHzCCID2004CCID2004Sonoma16WLAN4200540014228.5%1727.4%1%TCLIBM38.4%IBM14.4%9.8%8.5%22.3%7.9%6.0%10.7%6.2%3.6%5IDC200423487.8315183•(04Q3)•IBMTCLNECCompowerTwinhead23487.8315183•(04Q3)•IBMTCLNECCompowerTwinhead18100%NEC5090%64%Medion12004243.62262.721200297.30138.632003174.84207.372004243.62262.72IDC200419220022004%%200239.8%30.7%200379.69%49.59%200439.30%26.80%IDC1203C26200450%8.7%31.4%29.6%14.5%13.8%2.0%8.0%25.4%32.3%22.4%10.7%1.3%6.0%18.9%34.0%25.9%12.0%3.1%3.2%14.8%34.0%23.2%21.3%3.5%4.7%13.2%30.7%22.0%18.0%11.4%2003Q42004Q12004Q22004Q32004Q4554,434520,312592,884654,177697,490020406080100%2.0K+1.5-2.0K1.2-1.5K1.0-1.2k0.8-1.0K0.8K0.8K0.8-1.0K1.0-1.2K1.2-1.5K1.5-2.0K2.0K+8.7%31.4%29.6%14.5%13.8%2.0%8.0%25.4%32.3%22.4%10.7%1.3%6.0%18.9%34.0%25.9%12.0%3.1%3.2%14.8%34.0%23.2%21.3%3.5%4.7%13.2%30.7%22.0%18.0%11.4%2003Q42004Q12004Q22004Q32004Q4554,434520,312592,884654,177697,490020406080100%2.0K+1.5-2.0K1.2-1.5K1.0-1.2k0.8-1.0K0.8K0.8K0.8-1.0K1.0-1.2K1.2-1.5K1.5-2.0K2.0K+21312CCID2248.1%81LatitudeD400nc4000nx9000232200492004IBM2004324200454%200417.2%10251IDC1.8Kg1.8-3.4Kg3.4Kg52003200410.7%15.5%84.3%77.7%5.0%6.8%100%100%2CPUCCID20042632005CPUCCID20051217%1512274IBMDELLHP611IDC5001004991099192200485.6%43%200414.4%16.1%1215.4%112004IBMPC2004IDC2831220042.0K+1.5-2.0K1.2-1.5K1.0-1.2K0.8-1.0K0.8K020406080100%2.0K+1.5-2.0K1.2-1.5K1.0-1.2K0.8-1.0K0.8K020406080100%2921IDC12IT272%84%13IDC2005230313²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²²321IDCIDC535.5%233110IDC200419.1%IBM14.4%DELL200410910Top10[]5102030405030%20%10%60%50%40%Top10[]5102030405030%20%10%60%50%40%34IDC200522DELLIBMIBMOEMODM16174Q20043Q20044Q20031133,35319.1%121,31518.5%10%97,18217.5%37.2%2IBM100,70014.4%116,00017.7%-13%91,55516.5%10.0%3Dell68,1409.8%67,95010.4%0%64,63911.7%5.4%4HP59,5338.5%39,2406.0%52%38,6487.0%54.0%555,0007.9%56,7678.7%-3%67,00012.1%-17.9%643,2106.2%32,9115.0%31%20,8003.8%107.7%741,5986.0%34,6655.3%20%28,0005.1%48.6%830,3554.4%35,5095.4%-15%28,8205.2%5.3%927,3293.9%21,9513.4%25%10,2001.8%167.9%1025,0003.6%20,2573.1%23%9,1401.6%173.5%113,27216.2%107,61316.5%5%98,45017.8%15.1%697,490100.0%654,178100.0%7%554,434100.0%25.8%4Q20043Q20044Q20031133,35319.1%121,31518.5%10%97,18217.5%37.2%2IBM100,70014.4%116,00017.7%-13%91,55516.5%10.0%3Dell68,1409.8%67,95010.4%0%64,63911.7%5.4%4HP59,5338.5%39,2406.0%52%38,6487.0%54.0%555,0007.9%56,7678.7%-3%67,00012.1%-17.9%643,2106.2%32,9115.0%31%20,8003.8%107.7%741,5986.0%34,6655.3%20%28,0005.1%48.6%830,3554.4%35,5095.4%-15%28,8205.2%5.3%927,3293.9%21,9513.4%25%10,2001.8%167.9%1025,0003.6%20,2573.1%23%9,1401.6%173.5%113,27216.2%107,61316.5%5%98,45017.8%15.1%697,490100.0%654,178100.0%7%554,434100.0%25.8%35310IBM361810NECTCLOthersIBMTCLNECIBMTCLNECOthersIBMTCLNECIBMTCLNECOthersIBMNECTCLOthersIBM74,012106,806104,668110,697120