Research On Brand Culture And Marketing Communication Of Lenovo

In an era when the market is characterized by rapid development and fierce competition, With the lifted consumption level, people's consumption requirements shift from quantity to quality, market competition shifts from products competition to brand competition, and marketing management has entered the age of brand marketing. As for brand marketing, brand competition goes beyond a simple sign of products but brand concept with culture meaning. That is to say, brand is no longer a nice name or a shining symbol; it should also contain a certain visualized meaning and culture connation. Therefore, to build a strong brand means instilling the brand with cultural soul. A brand without the soul of culture will never live long and lack the charm to attract peoples'attention. So research on the system theory and practice experience of the enterprise brand will have vital guidance and reality significance to Chinese enterprises.As the industry with the highest developing speed in China or even in the world, IT is abbreviated for information technology. The popularization of the use of IT is the sign of entering into information society.IT industry is an innovative, vigorous profession able to influence as well as expand to other industries. Therefore, this article selects one of the leading pioneers in the IT industry, a representative of the national enterprises---Lenovo as the research object. First of all, starting from the concerning concepts of the marketing of the brand culture, this article expounds the points on the constituents, values as well as the transmission of the brand culture and conducts a comparative analysis on the confusing brand cultures and the enterprise cultures. Furthermore, this article briefly introduces the development of Lenovo and the commodity system; at the same time, systematically elaborates the enterprise culture, the brand culture and the different layers of the transmission. Moreover, this article focuses on the transmission approaches of Lenovo's brand culture, the various choices of the transmission strategies in the different stages. The fourth one, regarding the effects of the marketing of the brand culture transmission of Lenovo, from the perspective of consumer behavior, this article conducts a questionnaire and statistic analysis on the effect of the transmission, the recognition of the consumers, the remembrance effects and the attitude change effects of the public. Based on the above research, a conclusion is drawn that the brand image infiltrates the brand culture; the service of the commodity has an enormous impact on the transmission of the brand culture, while the marketing strategies of the transmission upgrade the influencing force of the brand culture. Finally, via the questionnaire, this article sums up the absence of the core value of the brand culture in the process of its marketing transmission, short of the marketing force for the subsidiary brands, the transmission avenues waiting to be improved as well as the incompleteness of the management of the brand culture. Aiming at the problems, this article also put forward the corresponding resolutions such as upgrading the core values of the brand culture, enhancing the subsidiary brand cultures promotion, ameliorating the approaches of the brand culture marketing and constructing the self-improvement of the brand culture marketing transmission mechanisms.Hopefully, through the analysis and application of the brand culture marketing transmission, this article would function as a reference in studying the brand culture marketing transmission in promoting other brand cultures in our national enterprises, enhancing other brands' cultural competition, as well as maintaining the eternal vitality of enterprises'brand image.