ThinkPad Online Retail Integration Strategy

With the rapid development of China's online retail scale, the PC industry's on-line channel sales have increased quickly. Offline channel face a decline in sales, rental and personnel costs rise, lead to lower profits, but offline channels have fixed storefront location, can radiation fixed area and customer, can give customers convenient experience and Brand image display. After fast development, the online channel now has entered a stage of stable development, but also facing problems such as quality, logistics, information security, after-sales timeliness. ThinkPad has stable brand market share in recent years, improved the high-end market share,the online business has a rapid development, but facing gross margin decline, the offline channel in a weak situation, so the integration of online and offline, keep advantages and healthy development of their business, while emerging on-line channel and traditional channel coordination development, it has very important practical significance.The paper chose ThinkPad online and offline retail integration program as a research object,mainly use the empirical research method. First,through the analysis of the Chinese notebook market environment, the development of lenovo, lenovo's T/R dual mode,and put forward the current development of ThinkPad. Secondly, the author from the offline channel layout and present situation, analyzed the layout of the online channel, and the main platform's operation, and sums up the operation tools of online. Puts forward the developing direction of the offline and online access is integrating,and build integration problems, goals and plans; Then, according to the marketing mix 4 p theory, proposed ThinkPad's o integration products, channels, price, service strategy. Fromr strength online channels competitiveness, in view of the market segment organization adjustment, brand image to provide efficient safeguard measures of the integration. Finally with the case of lenovo southwest regions,the author analyzes the integration and operation,show the result and achievement.