The Research On Big Account Relational Marketing's Ability In Lenovo Group

With the swift development of the Internet, the PC industry (short for computer industry) reaches an unprecedented improvement. However, there is too much conformity in the technical standards in this realm, so that the competition in the PC product market is overseverity.The Lenovo Group didn't have an integrated system for their largest accounts, and their sales mode was extensive before 2004. DELL has got a good communication with their customers through direct marketing and supplied their clients with the customized products since they entered into China in the year of 2004. This kind of mode accommodated DELL obtain a high satisfaction from their clients, gave rise to the sharp increase in their market of big account and nibbled the market of Lenovo Group in a short time. After three years of research on the DELL MODE, Lenovo Group consummated their big account marketing system combining with their own understanding and advantages of Chinese market in 2005, and attained lot of customers they had lost before. From then on, their market share has a sharp increase and reached the peak. For this reason, studying the sales mode in big accounts marketing of Lenovo Group and analyzing what problems they once faced and how they solved them is of great significance in guiding the enterprise with similar problems.Based on the analysis of the current situation of the research in this area, this passage can be divided into three parts. Firstly, it studies the Potter's Five Completion Theory, the SWOT Theory, the Sales Filler Theory and Big Account RADP Theory. Secondly, it analyzes the signification, characteristics and current situation of big account market from the perspective of the PC industry and Lenovo Group. It also demonstrates the main problems Lenovo Group faces in this area in this part. Thirdly, the author studies the sales capacity of Lenovo's through the Potter's Five Completion Theory, the SWOT Theory and the sales culture. Finally, it provides some advice on how to improve the marketing of big account of Lenovo based on the problem and analysis.