Research On Marketing Strategy Of Lenovo's LePhone

With the 3G era's coming, the market of 3G mobile phone becomes the main battlefield among the operators gradually. The whole mobile phone industry chain including phone manufacturers, operator, and distributors are doing their best to improve their 3G mobile phone business strategy to an unprecedented height. Based on this, Lenovo Group launches a 3G intelligent terminal-Le Phone, by communicating with China Unicom. It's quite important to develop a suitable marketing strategy, highlighting itself in the stage of the world's famous brand mobile phones.In this paper, the macroeconomic environment(concluding political environment, economic environment, social environment, and technical environment), competitive environment(concluding market share rate analysis and competitive opponents analysis), and the Unicom-Huasheng Company's own internal environment (concluding company's vision and organizational structure)which Le-phone's marketing process lies in are deeply analyzed firstly; then, supposing iPhone as a imagining rival, this paper segments Le-phone's market and decides its targeting market and its market positioning; thirdly, based on the selected targeting market, this paper draws up Le-phone's marketing strategy from the aspects of product strategy, price strategy, promotion strategy and place strategy, and formulates some security measures of marketing strategy. Finally, this paper evaluates Le-Phone's performance after kept in the market for a period, providing corresponding review and feedback to further improvement and amendment on Le-phone's marketing strategy.Under the guidance of the marketing strategy, this paper seeks to give effective advices to improve the Unicom-Huasheng company's competitive strength for its healthy and sustainable development, and providing some references for other 3G retailer in the era of 3G.