富士通笔记本电脑营销战略分析

上海交通大学硕士学位论文富士通笔记本电脑营销战略分析姓名：孙晖申请学位级别：硕士专业：工商管理指导教师：余明阳20080601200749.5%629.72010SWOTSPACE4PSWOTTHEANALYSISOFFUJITSUNOTEBOOKCOMPUTERFORMARKETINGSTRATEGYABSTRACTChinaisoneofthefastestgrowingnotebookcomputermarketintheworld.Accordingtostatistics,in2007salesgrew49.5percentto6.297millionyearonyear.AlongwiththeWesterndevelopedcountriesgraduallyNotebookcomputersalessurpassdesktopcomputersales,Chinaisexpectedtoachievethetargetin2010.IntherapiddevelopmentofChinanotebookcomputermarket,Fujitsuconsiderhowtograspthemarketopportunities.AndFujitsuhasabearingonthesuccessorfailureofthekeyglobalmarkets.Inthispaper,theauthoranalyzesChina'snotebookcomputermarketonexternalenvironmentandinternaladvantagesanddisadvantages.AndtheauthoralsoresearchFujitsuconsumerbehaviorcharacteristics.ThroughSWOTanalysisSPACEmatrixanalysis,theauthorestablishesthecompany’smarketingstrategyanddevelopsamarketinggoalandthetargetmarket.KEYWORDS:notebookcomputer,marketing,strategy,SWOTanalysisMBA120022008MBA21.11.2121122PESTSWOTSpaceSWOT1.3,/MBA3SWOTSPACE4PMBA42.12.1.11985T11002020032003[1]2.1.21.IDC20072.712200613.4%200615.9%18.2%;14.3%,8.9%;7.4%;4%MikakoKitagawa20072.IDC2510IDC200720-255200720082.1.3MBA51.IDC2009315,55018,29721,25224,26627,35129,77805,00010,00015,00020,00025,00030,00035,000200420052006200720082009(IDC2-1Figure2-1ChinaPersonalComputerMarketTrend120%20%40%60%80%100%2,4793,6385,0676,6798,3809,57213,07114,65916,18517,58718,97120,206200420052006200720082009IDC2-2Figure2-2ChinaDesktopandNotebookComputerMarketTrendMBA62.20091/315.94%19.88%23.84%27.52%30.64%32.14%0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%200420052006200720082009IDC2-3Figure2-3ChinaNotebookComputershareTrendIDC9,000200370200720%6,0002003220073860009,000200326200742MBA70%10%20%30%40%50%60%70%80%90%100%20032004200520062007Q12007Q22007Q315k12k~15k9k~12k6k~9k6kIDC2-4Figure2-4ChinaNotebookComputerPricingTrend2.22.2.1200810.3200820032008MBA8200720077.2%47%200820084.8%20071.8%2.3%1.8%20088%7%WTO200720069%7%20082007[2]2.2.2200724661911.4%289103.7%12138113.4%9632811.4%11.7%49.2%0.339.1%0.3200715282461917.30466.9%494491181331.4%41409.5%1378612.2%[3]200820082.2.3ITITITPCMBA92007ITPC20072.2.42007SantaRosa444220081Vista1Vista1Vista2007OEM125GB250GB250GB45MB/s5K500[4]2.2.5200820072008MBA102.3‚[5]‚2.3.11.2.3.2.3.21.CPU2-3Intel80%2.2007LEDMBA112-33.3-52.3.31.IBM[2]ZDC200754.7%33%10.4%15200721%10.4%1.6%5%2.0%0.7%0.2%NECMBA122007150%5%10%15%20%25%ThinkPadZDC2-5200715Figure2-5ChinaTop15NotebookComputerVendorsin20072.3.8244.Dell2007Dell[3]2.3.4MBA131.50TCL,TCL2.AsusSony3.IntelDellHP2.3.5231500PDAAsusEeePC100200200MBA143.1FurukawaDenko1875FurukawaDenko193560/60(IT)130401935620195243GNECSharp250/(IT)50505019541961195119538195410Facom100360(IT)60MBA1519671968IBMHP70IBM4707072FANUCTENAMDAHL199719761978707090IT580808080808Bit16Bit32BitFM-16198519801979801988MBA16ISDN19898Fujitsu69090Sun64UnixGP7000Fmodel200019946DESKPOWER1995421996119810120019981999EverythingontheInternet20012005Banner200061565FujitsuThePossibilitiesareInfinite3.2IBMDell5060IBMIBMIDEKAToshio10IBM197411M-190IBMIBMITMBA173.31.200715,0.7%,15[6]MBA182007150%5%10%15%20%25%ThinkPadZDC3-1200715Figure3-1ChinaTop15AttractiveNotebookComputerVendorsin20072,47.8%2007ThinkPad25.4%14.9%200749%ThinkPad25%15%4%2%1%0%0%0%0%4%ZDC3-22007Figure3-2ChinaTop10AttractiveCommercialNotebookComputerVendorsin2007MBA193ZDC200725.9%20.6%25%21%8%8%6%6%4%11%5%3%3%ZDC3-32007Figure3-3ChinaTop10AttractiveHomeBasedNotebookComputerVendorsin20073.4444220073C2007MBA204.1328414-1chart4-1ConsumerBuyingChannelShare%90927.7%86826.4%37611.4%2698.2%1675.1%631.9%541.6%2768.4%2949.0%80.2%3284100.00%11.4%8.2%2.MBA214-2chart4-2ConsumerBuyingFactor%77823.7%,67620.6%2597.9%1524.6%1233.7%641.9%40.1%631.9%81924.9%34610.5%3284100.0%10.613.314.1,4.24.2.120071022115152387IP230296.4%4.2.21MBA2284.6%15.4%4-1Figure4-1ConsumerGenderChorology84.6%15.4%612181.1%403.6%304020.2%182975.1%4-2Figure4-2ConsumerAgeChorology18401829MBA2375.1%304020.2%18401840IT3()7%75%17%1%4-3Figure4-3PotentialFujitsuConsumerBuyingPlan757174()32%31%11%3%23%4-4Figure4-4theFactorofBuyingFujitsuNotebookComputerMBA245()46%23%17%11%3%4-5Figure4-5theInformationChannelofKnowingFujitsuNotebookComputer4623176()39%42%19%4-8Figure4-8theServiceContentNeedtoBeAddedforFujitsuNotebookComputerMBA2539%19%MBA26SWOTSPACE5.1SWOTSWOT(1)1.2.5003.274.1981S105.6175.211DVDMBA275-1Chart5-1FujitsuNotebookComputerServiceContentCPUAC6.27.7PCMagazine7.44C(Component,Computer,Communication,Consumer)(2)1.2.3.4.5.(3)MBA281.IDC7590200613.1%2.712200613.4%2.IDC,40%,13%3.,IDC,,2007,20071000,,7000-800039992007US($)14311294113610329770200400600800100012001400160020032004200520062007IDC5-1Figure5-1theAverageNotebookComputerPriceinChinabyYear4.(4)1.IntelDell,2.MBA293.64.5.5-2SWOTChart5-2FigureSWOTanalysisofFujitsuNotebookComputerCompanyS1.2.3.4.5.6.7.(W)1.2.3.4.5.O1.2.3.4.SO1.2.3.1.WO2.3.T1.2.3.4.5.ST()1.2.3.WT()1.2.SWOTMBA305.2SWOTSWOT;()SWOT()()SPACE(StrategicPositionandActionEvaluationMatrix)SPACE::;SPACE:18-102()1-6;-1-6()34MBA315-3SPACEChart5-3SPACE