Research On Marketing Strategies For Lenovo Mid-Range Server Products

In recent years,with the development of advanced technologies such as 5G,artificial intelligence,and cloud computing,along with the impact of the COVID-19 pandemic,various industries have accelerated their digital transformation.As a result,there has been a significant increase in demand for enterprise IT infrastructure construction.In this context,Lenovo Group has set a goal to become the No.1 player in the Chinese server market within 5 years.To seize the market opportunity,Lenovo has introduced a series of cost-effective,mid-range server products tailored to the local market’s needs,such as the Think Server SR590 server product.Despite significant investments in marketing resources,Lenovo has faced challenges such as insufficient brand recognition and relatively low customer acceptance.Moreover,facing strong competition from domestic and international brands like Dell,Inspur,H3 C,and others,Lenovo’s mid-range server products have been losing market share in China year by year.Sales volumes also show a significant gap when compared to major competitors.This article primarily focuses on the SR590 product as an example to investigate the marketing issues and their underlying reasons concerning Lenovo’s mid-range server products.The goal is to propose optimized marketing strategies.The study employs the PEST analysis model to analyze the macro-environmental factors,including political,economic,social,and technological aspects,that the Lenovo server products face.Additionally,the Porter’s Five Forces model is utilized to assess the competitive environment affecting Lenovo’s server products.Combining the STP theory and the 4P marketing theory,the current marketing status of Lenovo’s server products is analyzed,leading to the identification of marketing issues concerning their mid-range server products.Furthermore,empirical research methods,such as questionnaire surveys and in-depth interviews,are conducted with internal personnel and users to analyze the data.This facilitates a better understanding of the root causes behind the issues encountered by Lenovo’s mid-range server products,providing insights to propose subsequent optimization recommendations.Through the research and analysis presented in this article,it provides valuable insights for the marketing of server products,especially in the Chinese server industry.The article offers optimization recommendations concerning product strategy,pricing strategy,channel strategy,and promotional strategy.These suggestions can guide Lenovo in its server product management and marketing efforts,helping to address challenges and boost sales and market share.Moreover,these recommendations can serve as valuable references for similar companies within the same industry.