| Along with the development of smart phone, this market is more and more important, whether the traditional mobile phone manufacturer, or after entering the PC, home appliances and even the Internet service providers, have entered this field. Apple outshines others, Samsung catch up from behind, Nokia sharply diving, Xiaomi succeed as a newer. Every brand launched use all one’s skill, to start their own marketing means.So what are the characteristics of smart phone, how to carry out the smart phone marketing, is a hot topic at the moment. Lenovo as the PC giants, a new force suddenly rises this year. In the smart phone market, great achievements have been gained, which causes its own meaning. But the brand is still Figurehting in the Northeast of China, how to win, is the standard research topics.In this paper, starting from the current market situation analysis of smart phone, refer to the 4P and 4C marketing theory, discusses the macro and micro strategy making method, such as PEST, Potter’s five competitiveness model, Boston matrix and SWOT analysis model; and then combined with the actual situation of detailed analysis of Lenovo, Lenovo is the conditions of enterprises, the use of SWOT analysis to analyze the superiority, weaknesses, the opportunities and threats of Lenovo,4P and the integrated marketing strategy research of smart phone, we believe that the marketing strategy supplemented very useful.From the results of this study, the smart phone market is still in the period of rapid development. There are opportunities in many aspects, just as customer segmentation, CMCC&CU&CT development, etc. Lenovo smart phone itself in the product, enterprise culture, organization structure and other advantages, so the need for bold breakthrough in the marketing strategy, a comprehensive attack, and make market share growth. At the same time in order to better implement and execute strategy, this paper also introduced the specific strategy and organization. |
PDF Full Text Request