Research On T-mode Of Lenovo's Competitive Advantage Based On Channel Governance

As the key of the products' dangerous jumping, marketing channel is always ahot and core topic. Almost 90 years have pasted since Wilder(1916) founded thetheory of marketing channel, which have passed through three phases. From thestructure paradigm to the relation paradigm, the theory of marketing channel isendlessly argued. During that process, the academe changed their view from how tochoose and adjust the channel structure to the view of Institutional Economicsgradually.As the marketizational process going ahead, several Chinese corporations isgrowing up quickly. Lenovo is one of the best in them. When the CEO of lenovoannounced that lenovo would take over the PCD of IBM in December, 2004, all overthe world were shocked. It is the excellent marketing channel system that lenovo relyon to development from a small item of CAS to today one of the biggest PCmanufacture enterprises of the world with a 13 billion dollars sale. The successfulexample of lenovo proves that excellent channel governance pattern can bringCompetitive Advantage.This paper analyses the Channel Governance patterns of IT manufactureenterprises in the views of Relation Marketing, transaction cost and corporationgovernance and advances the theoretical frame how to build competitive advantageby choosing channel governance pattern originally. Then by reviewing theevolvement track of lenovo channel governance pattern, this paper analyses thesuccessful experience of lenovo in IT market to prove the theoretical frame, whichlinks the theory to the practice.