联想G470河南省营销策划案

分类号编号华北水利水电大学NorthChinaUniversityofWaterResourcesandElectricPower毕业论文题目联想G470河南省营销策划案学院管理与经济学院专业市场营销姓名***学号201013109指导教师***完成时间2014年5月教务处制独立完成与诚信声明本人郑重声明：所提交的毕业设计（论文）是本人在指导教师的指导下，独立工作所取得的成果并撰写完成的，郑重确认没有剽窃、抄袭等违反学术道德、学术规范的侵权行为。文中除已经标注引用的内容外，不包含其他人或集体已经发表或撰写过的研究成果。对本文的研究做出重要贡献的个人和集体，均已在文中作了明确的说明并表示了谢意。本人完全意识到本声明的法律后果由本人承担。毕业设计（论文）作者签名：指导导师签名：签字日期：签字日期：毕业设计（论文）版权使用授权书本人完全了解华北水利水电学院有关保管、使用毕业设计（论文）的规定。特授权华北水利水电学院可以将毕业设计（论文）的全部或部分内容公开和编入有关数据库提供检索，并采用影印、缩印或扫描等复制手段复制、保存、汇编以供查阅和借阅。同意学校向国家有关部门或机构送交毕业设计（论文）原件或复印件和电子文档（涉密的成果在解密后应遵守此规定）。毕业设计（论文）作者签名：导师签名：签字日期：签字日期：华北水利水电大学毕业论文目录摘要································································IAbstract···························································II1企业及产品简介····················································11.1公司简介·····················································11.2产品简介·····················································22市场环境分析·····················································32.1当前笔记本市场分析··········································32.2外部环境分析················································42.2.1政治环境分析············································42.2.2社会环境分析············································42.2.3技术环境分析············································42.2.4经济环境分析············································52.3内部环境分析················································53竞争对手分析·····················································73.1竞争品牌分析················································73.2竞争品牌战略分析············································94SWOT分析························································104.1优势························································104.2劣势························································104.3机会························································104.4威胁························································114.5联想G470SWOT分析········································125波特五力模型分析·················································135.1新进入者的竞争··············································135.2现有竞争者之间的竞争程度····································145.3替代产品的威胁··············································155.4购买者讨价还价的能力········································155.5供应商讨价还价的能力········································16华北水利水电大学毕业论文6营销策略························································176.1策略概述····················································176.2细分市场···················································186.3目标市场····················································186.4营销目标····················································186.5营销组合策略················································196.5.1产品策略················································196.5.2价格策略················································206.5.3渠道策略················································206.5.4促销策略················································217预算和策划控制方案···············································257.1预算分析····················································257.2策划控制方案················································257.2.1管理问题···············································257.2.2安全问题···············································257.2.3资源的投放问题·········································25参考文献··························································27致谢······························································28附录1：英文原文··················································29附录2：中文译文··················································33附录3：毕业设计（论文）任务书····································36附录4：开题报告··················································37华北水利水电大学毕业论文联想G470河南省营销策划摘要:随着科技的日益进步，笔记本电脑已成为我们生活中不可缺少的部分，笔记本电脑逐步成为生活、娱乐、以及工作不可缺少的亲密伙伴，消费者对笔记本电脑的需求日益变强。作为中国电脑业的龙头企业，在并购IBMPC业务的过程中引入了17亿美元的巨额风险投资，之后又没能很好的发挥资金效应，净利润率从并购前的5%下降至1.8%。目前通过重组全球构架、调整人事、创建两大笔记本品牌三个战略实施，笔记本销量和利润已经基本趋于稳定。此时，联想笔记本当务之急是结合市场变化，制定以顾客为导向的营销策略组，以奠定走向国际化企业的基础。针对联想笔记本面对的营销环境和自身经营现状，结合当今河南省市场的现状，进行SWOT分析，从而发现问题，制定关于联想G470面向于河南群体的营销组合策略以解决问题。先简单介绍联想集团概况，分析其笔记本业务的优势和劣势以及面临的机会和威胁，然后通过分析联想笔记本营销现状，发现联想公司笔记本业务存在的问题和不足，针对存在问题制定对应的笔记本营销组合策略。关键词：联想河南营销策略华北水利水电大学毕业论文IIMarketingplanofLenovoG470inHenanprovinceAbstract：Withthegrowingscientificandtechnologicalprogress,thenotebookcomputerhasbecomeanindispensablepartofourlives,notebookcomputerhasgraduallybecomealiving,entertainment,aswellasanindispensablepartner,consumerdemandforincreasinglystrongnotebookcomputer.AsChinacomputerindustryleadingenterprises,thehugeriskinvestmentof$1700000000areintroducedintheprocessofacquisitionofIBMPCservices,andthendidnotplaymoneyeffectverygood,netprofitmarginfellto1.8%from5%beforeM&A.Atpresent,therestructuringofglobalarchitecture,theadjustmentofpersonnel,createtwonotebookbrandthreestrategyimplementation,notebooksalesandprofitshavetendedtobestable.Atthistime,apressingmatterofthemomentisthecombinationofLenovonotebookmarketchanges,makegroupofmarketingstrategywithcustomeroriented,internationalizedenterprisesinordertolay.TheLenovonotebookfacingthemarketingenvironmentandbusinesssituation,incombinationwiththecurrentuniversitymarket,SWOTan