The Strategic Marketing Management Analysis of Lenovo Group
Wang, Wen Cheng, Dept. of Business Management, Hwa Hsia Institute of Technology, Taiwan Chu, Ying Chien, Department of Tourism and Leisure, National Penghu University,Taiwan Chen, Ying Chang, Department of Hotel and Restaurant Management, Ching Kuo Institute of Management and Health
ABSTRACT In recent years, market competition in the market economy is fierce, the different economic performances and behaviors based on the enterprises’ own interests, to enhance their own economic strength and to achieve the exclusion of similar economic agents. Competition in the IT market is to drive their own material interests, because of the inherent dynamic of all economic actors, as well as the loss of their material interests are similar in the market by crowding out of economic actors. But How a newly established global brand build its brand awareness and be a successful global brand become a critical issue. 2005, Lenovo PC merge IBM computer and become the No.3 computer company in the world. As for Lenovo Group, in order to achieve success in the fierce competition of the products market it needs effective marketing strategy to attain profit and improve its development in Chinese IT market. The Lenovo Group operating activities are often completed through marketing products, producing, research, marketing portfolio. The Lenovo Group product and the quality of products constrain the results of pricing, promotion, and marketing. Therefore, the Lenovo Group managers’ attention should also be given to brand-name marketing, addition to make efforts in the flexibility of the marketing. Marketing strategy, especially the brand strategy is the real insight beyond product and services specific forms, and can be able to give consumers the direct interests, the image of the expression. To establish the product brand, it should be to establish the Lenovo Group brands, because good corporate image is the fundamental point of the brand building. This research is going to present the conclusion of a set of practical marketing modules applied in the IT industry; it will further enhance the Lenovo Group marketing in the computer market. Keywords: marketing strategic、Lenovo Group、global brand、IT industry INTRODUCTION Merge has become a common and efficient strategy for a local company to become global brand. But How a newly established global brand build its brand awareness and be a successful global brand become a critical issue. (Chen, 2006) Along with Chinese economic and political reform getting thorough, the society has changed huge; the development of Lenovo is facing the unprecedented opportunity and the challenge. According to the basis characteristics of macroscopic external environment, if Lenovo wants to develop, it must reform the management system, establishes the unification guiding ideology and the reasonable management mechanism, and adopts strengthened core competitive power, market development, and product development etc. integration strategy. Only then can consolidate the leading position of Lenovo, win in the intense extracurricular market competition, and receive the good social efficiency and the economic efficiency. Study on Lenovo‟s developmental strategy plan is the application and development of strategic management theory in Lenovo Company. By analysis of internal the external environment and study the future development direction of Lenovo, this article has utilized the knowledge and method of the economic, the management, the marketing, the pedagogy etc to make a localization for future development and propose the strategy plan and tactics conception localization of Lenovo. During try to instruct practical work of our national Lenovo, this article also developed some new thoughts about the strategic management content.
THE CASE STUDY OF THE LENOVO The Introduction of the Lenovo Lenovo is one of the largest famous personal computer makers in the world....
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