『壹』 求与联想电脑的营销策略分析有关的参考文献
求与联想电脑的营销策略分析有关的参考文献
最好帮忙找找文献综述
你可以从网上找一些呀！
像这样的东西网上多的是！
『贰』 关于联想广告策略论文
随着中国经济的迅猛发展和与国际市场的法范围快速接轨，中国企业已经不容选择地登上了国际经济大舞台，中国巨大的市场潜力正在成为市场争夺的中心市场的竞争说到底就是人才的竞争，使企业管理与营销水平及能力的竞争，中国市场经济体制改革与全球一体化所导致的市场环境的变化对企业的营销和管理的专业化提出了更高的要求。作为根植于本土的联想来说，中国市场的巨大潜能无疑为其提供了机遇和舞台。1992年，联想第一个推出家用电脑该概念，并开创了第一个家用电脑品牌—联想1+1；随后短短的十年内，联想家用电脑从国内市场第一，亚太地区第一，一直到今天成为全球第三，便实现了三次质的飞跃。 “有志”者，联想集团也，总裁柳传志也。柳传志和他的战友智慧联想舰队，乘长风破万里浪，驶入世界电脑行业之汪洋大海纵横游戈，令群强刮目相看，使国人吐气扬眉，堪配中国古代贤臣这一赞语。联想是如何取得世人的称赞及今天有目共睹的成绩？联想集团作为因特网全面技术与服务的提供者，是怎样冲破业界及行业的种种重围，而成为当代中国乃至世界的知名企业？本文将重点从联想的管理和营销入手，来阐述联想的成功业绩。博取精华，汲取养料。主要的内容是：联想的战略管理、管理模式及结构、管理的信息化；关系营销、营销模式及渠道、定价策略；核心竞争力、联想的创新与发展及启示等。一个企业的成功与否，取决于起对适合于自己的管理与营销的掌握和运用，联想的成功更是如此。面对日新月异的市场环境的变化及全球化发展趋势，联想集团将何去何从？希望通过本文的论述，让更多人了解联想，让更多人拥有联想。（改摘要）关键字： 战略管理 管理模式 人力资源 管理结构 电子商务 信息化管理 关系营销 分销模式 定价策略 核心竞争力 创新发展 1 绪论 在现今混乱有竞争的商业环境里，企业迫切需要卓越的管理。由于客户、供应商、投资人的日趋多化，扩展了企业的业务范畴,企业自然愈趋复杂，并走向全球化。各式各样的挑战时的管理者必须战线其管理的能力，预测未来的挑战与机会，赋予组织活力，并以智慧和洞察力引导企业向前迈进。 战略规划、员工组织等传统管理技巧，仍是必要的能力，但更需强调的是“转变”（shifting）的能力。现今，企业必须在快速变化的市场中追逐具有竞争力的地位，所以管理这能否领导员工安然度过狂风暴雨的能力尤其是能否有效的进行管理就愈形重要了。 多年来，中国的企业界对市场营销理论已经由知之不多到了解熟悉，并且逐渐在实践中予以应用，许多企业结合中国的国情演绎出值得借鉴的成功的案例，为社会主义市场经济建设积累了宝贵的经验。如何突破翻译过来的国外案例的重围，全面系统的总结归纳中国企业自己的营销案例，发挥中国企业营销案例对中国企业营销实践的指导和示范作用，成为营销理论结合实际部门的当务之急。进入21世纪，人们迫切感受到社会进步和经济发展的步伐在加快。营销是企业经营的关键，不论企业卖的是什么，都需要适当的营销手法经产品或服务传达到消费者手中。因此，对于营销的学习和发展更是不容轻视。就在联想高歌猛进的同时，随着神州数码网络电脑的推出—一年内互不竞争的内部“君子协定”，宣告终结，而柳传志对爱将的良苦安排，在全球IT业不景气的冲击下变得异常脆弱。面对联想（0992，HK）的步步逼近，神州数码（0864，HK）终于正面出招，直指对方腹地。11月5日在北京宣布，推出第一款拥有自主知识产权的网络电脑（Network Computer，简称NC）。由于NC在很大程度上可以代替PC机，并且成本低廉，适合集团采购，因此将对PC机的销售造成很大冲击。而联想作为中国大陆第一PC品牌，自然受伤不孝小。至此，联想分拆后神州数码上市时与联想签订的一年内互不竞争的“君子协定”彻底结束。 联想集团高级副总裁马雪征在香港表示，虽然神州数码推出电脑，而且价格较一般电脑便宜一半，但双方竞争“只属良性”。她指出，国内电脑销售竞争一直很激烈，但联想在过去几年里，从未于对手在价格上进行竞争，该公司要面对的问题是如何令更多人认识电脑的使用，使市场普及率上升。 据香港《经济日报》报道，联想集团（0992）2002年11月12日公布宣布截至9月份止的三个月月绩，市场关注戴尔计算机在大陆策动的价格战，是否会对其造成影响，但联想主席柳传志表示，“对业绩很满意”，联想与戴尔在计算机销售上之竞争仍存在优势。 他指出，戴尔通过精细化管理，令成本降低，这方面有很多东西值得联想学习，联想亦对此进行了反复的研究，但联想本身亦有优势。他强调，戴尔销售的是平台是计算机，就是说卖到全世界去的怎们样，它卖到中国得亦一样；联想卖给中国的家用计算机是应用式计算机，要根据中国人的需要解决它应用上的某些问题，是一个优势。 根据以上的内容可以得知：联想取得了一定的业绩，同时，也面对着业绩的压力，特别是对于管理和营销的竞争，联想将会如何？我们剖析联想，回溯英雄出处，细品管理与营销的精华之作，希望可以从中得到启发。 希望给分
『叁』 联想公司的营销策略和他的企业文化
个人认为联想的营销策略是：合理的价位享受高质量的多品牌战略。回我们说营销策略包括答：价格，产品，渠道和促销。联想主要特色在产品上，我们看它的产品，它的产品多种多样，就笔记本而言，就包括：thinkpad ,ideapad两种，thinkpad主要针对商人比较贵， ideapad主要针对大学生等平民，比较实惠。这样扩大了消费面，你可以看到，在两种pad里面，还分系列，什么G系列，Y系列等等，每个系列又有不同特点，如超值实用，新潮时尚等等，选择多多每一个人都能选择适合自己的。这就是所谓的多品牌效应。说到“合理的价位享受高质量”，联想的价格，拿thinkpad来说，价格绝对不算贵，但和DELL，苹果的配置啥的差不多。这年头光价钱便宜已经不是足够吸引人的卖点了，你花十元买个一体台式电脑，第二天就分体了，有啥用。因此，人们买电脑的需求变了，人们不再只满足于价格的合适与否，人们更强调质量与价格并存，因此，买电脑的策略也要变。话快说完了，最后祝我们国产的联想能够越走越远！话外：亲，你买电脑了吗？要支持国产嗷！
『肆』 联想在中国的销售策略为什么在美国不可行
联想笔记本是指联想集团生产的便携手提电脑。 联想集团成立于1984年，由中科院计回算所投资答20万元人民币、11名科技人员创办，到今天已经发展成为一家在信息产业内多元化发展的大型企业集团。联想的总部设在美国罗利（Purchase），并建立了以中国北京、日本东京和美国罗利三大研发基地为支点的全球研发架构。通过联想自己的销售机构、联想业务合作伙伴以及与IBM的联盟，新联想的销售网络遍及全世界。
联想笔记本电脑比中国还便宜的原因：
增值税、关税这些税都退税了。
质量及标准不一样。
市场营销策略
『伍』 联想与戴尔的竞争战略和营销策略比较分析
这个问题太复大了！！
我是联想的代制理商
给点我的理解
联想：
代理商模式；渠道扁平化；给更多的人知道并且加入到联想大家庭；合作创造双赢和客户的多赢模式
DELL：
直销；让更多的人舍弃代理商的环节；直接把利润部分还给客户（却不大见成效；好像DELL赚的更多）；
但；两个方向各有优势和不足；于是两家开始各自搞一套学习对方！却谁都学不到对方的真谛
『陆』 求一篇与联想笔记本营销策略有关的英文文章
Enterprises with good performance are the same - follow the appropriate commercial laws are, but the poor performance of the company will have all the difference. Lenovo is the case, the performance from last year's biggest loss in history by starting, Liu began to change in planning a remodeling program associate.
Lenovo's performance for the decline, although large to be blamed on the global financial turmoil, but a good showing in particular, to seek "great" business is concerned, it should select the problems inherent in their own.
Liu after the handover from the current position of view, has internal problems as the root causes of loss, but when Liu remodeling association, "Chinese and foreign management" of the "proposal" is: only to marketing-oriented organization of the body rebuild Lenovo is the effective and direct way remodeling.
On marketing issues, "the father of positioning," Mr Rees, who founded the "greatest impact ever on the U.S. market," old marketing theory has been filled with hope and concern for Lenovo. This month, "Reese about a month," Mr Rees, please follow the rules they found the marketing, marketing for the association to provide interpretation and recommendations remodeling.
Focus should be given associate re-Liu
"Chinese and foreign management": Liu again go into battle in China has aroused great repercussion. Some people think that this association should help to improve the capacity of the current crisis, some said the founder of the reunification of the association is not necessarily good for the process of internationalization, do you think about this?
Rees: Liu return as the founder of Lenovo is a good idea. A company needs to have their own vision. Managed by the Americans to a Chinese enterprises, it is not easy to do. Lenovo needs to return to its fundamental.
"Chinese and foreign management": Lenovo in recent years has been seeking international development, the United States is around you market to your understanding in this market, Lenovo's performance in marketing what?
Rees: not ideal. In the U.S., Acer in the fourth quarter of 2008 accounted for 15.2% market share, while Lenovo's not among the top five PC brand in the list (file Note: The U.S. top five PC brand is Dell, HP, Acer, Apple and Toshiba).
I estimate the market share of Lenovo in the United States less than 5%. Unless the company has initiatives as soon as possible, otherwise it's market share will decline.
"Chinese and foreign management": aspects of the complex issues facing the association, in your eyes, Liu to face the biggest marketing problem?
Rees: Legend of the problem, is typical of the two original brands with different focus (the old association with the ThinkPad) loss of focus after the merger a typical example. But now, think back to the original focus really should be a relatively low-end procts up? I do not think so. In fact, the association also did not really go off before the end, but continue to launch more brands, more cheap or expensive procts - the brand fell into chaos. Lenovo is facing re-focus the issue, which requires strategic vision and great courage.
Although we used to think in English-speaking world on the proposed brand name but do not have to use Lenovo ThinkPad, but over several years Lenovo ThinkPad has changed too late. They should be the acquisition of IBM's personal computer business, the ThinkPad while a high degree of concern when using this name, to come to take this step today on the difficult to understand. On the other hand, "can continue to stand using a laptop all day" for the ThinkPad is the brand may still be a powerful concept.
Lenovo ThinkPad to lose focus
"Chinese and foreign management": Lenovo acquisition of IBM's PC business is a major business transformation Lenovo, the acquisition itself, do you think?
Rees: If you want to build a brand, you put all the marketing efforts have focused on a particular idea or concept. If you have a full line of procts so as Lenovo, to build a strong brand very difficult. Lenovo is now advertising theme is "New World, the new Lenovo," which is meaningless, "New Legend" in the end is what?
Lenovo years the main problem is it used in 2004, 1.7 billion acquisition of IBM's personal computer business. This is the acquisition of competitors, many enterprises will be committed in a typical error. Acquisition of competitors appears to be a "complementary". In other words, Lenovo procts are relatively inexpensive personal computers, and its acquisition of IBM's ThinkPad line proction is relatively expensive computer.
The company's leaders believe that this merger will "broaden" the market. But the problem is building the brand, Lenovo is what? It is inexpensive personal computer? Or high-priced personal computer? The merger makes the association lost its focus, but also lost some market share.
Daimler - Benz with 36 billion U.S. dollars in the acquisition of Chrysler company, also committed the same error. Daimler Mercedes - Benz manufacturer of the expensive cars, while Chrysler proced a relatively low-cost car. Daimler CEO Juergen Schrempp to this merger was called "quite divine." It actually became a Nie Yuan. The merger is meaningless, and business losses caused by Chrysler over the years so that Daimler paid out 36 billion U.S. dollars down the drain.
"Foreign Management": ThinkPad since Lenovo has been in the bag, how to re-find the focus of Lenovo?
Rees: Strangely enough, we had thought that the IBM acquisition deal is good, still lose Lenovo PCs to create a global brand opportunity, but as a global brand, the company launched the world's English name Lenovo, are in English speaking people read them, like an Italian dessert!
On the other hand, ThinkPad notebook computers name is the name of choice for global brands. Of course, there have to make sacrifices. ThinkPad notebooks represented. Our proposal is: cut down desktop PC business, focusing on notebook computers, at least in markets outside of China first adopted this strategy (this is not a bad idea, because the market has moved from desktops to laptops in transition).
In addition, we recommend focusing on one important feature of Lenovo. Our proposal is: for the ThinkPad Configuration longer battery standby time, may be eight hours of standby time. In this way, the company will be able to ThinkPad branded a "can stand to use a laptop all day."
This is somewhat similar to the strategy of BMW. BMW has developed to bring the driver to control the fun car. Then they focused on this theme - the "ultimate driving machine." Today, BMW is the world's best-selling luxury car brand, more than the Mercedes - Benz.
Can not understand the brand "civil war"
"Foreign Management": In recent years, the marketing Lenovo launched ideaPad action also includes the brand, and the ThinkPad brand and forming the pattern of al-brand operation. How is your view?
Rees: ThinkPad is IBM acquisition of projects with the greatest potential, and the best part. Introction of the proct named ideaPad will cause confusion among consumers, will also proce its own damaging effects on the ThinkPad. You may know that Lenovo has introced a heavy-ty workstation procts had called "ThinkStation".
But the ThinkStation, and its two major brands ideaPad mistakes. If competitors introce and ideaPad named procts ThinkStation Lenovo should sue them! Why? Because these two names make ThinkPad cause confusion - but this is the Lenovo launch their own.
"Foreign Management": In the past few years, the 2008 Olympic Games the largest global partner is a public relations event association. To join the global TOP Olympic program, the value of the international association be?
Rees: Olympic global partner program associate at least the international market, not a good investment returns, it is often more suitable for those who wish to disseminate information to all brands. Coca-Cola is in line with the standard brands. Lenovo to do is to narrow the focus, targeting a market segment with greater strengt
『柒』 联想笔记本的营销策略
您好！
您的过程还是有一定的复杂性的，可以下载联想客户端和联想售后工程师一对一解决问题，他们都是早上9点到晚上9点都在的，很方便的。下载方式如下：
http://support1.lenovo.com.cn/lenovo/wsi/moles/serviceclient.aspx?intcmp=LXFW_Client_homepage_icon
其他问题也可以在这两个论坛比较全，
Idea论坛：http://lenovobbs.lenovo.com.cn/forum.php?intcmp=FM_LBBS_reply
Think论坛：http://thinkbbs.lenovo.com.cn/forum.php?intcmp=FM_LBBS_reply
希望能帮助到您，谢谢呢。
『捌』 消费者因素对联想的营销策略的影响
北京奥运会之后，联想已经做、正在做或即将要做的就是体育营销，以及营销“中国制造”的高端品牌形象这样的一个营销策略。当初，当联想收购IBM的PC和手提电脑业务时，不少人为联想捏了把汗在这个被称为“蛇吞象”式品牌收购中，lenovo品牌要被全球市场所接纳，面临的最大问题不是品质和技术，而是物美价廉“中国制造”背后的品牌缺失。就在业界质疑收购声中，联想棋高一着，不惜再斥巨资，加入“国际顶级品牌俱乐部”奥运TOP计划，以奥运TOP品牌号召力，为收购业务护航。从现在眼光来判断，此举无疑是成功的，联想收购IBM的PC和手提电脑业务已经跨越最大风险阶段，收购已被业界判定为基本成功。既然成功了，就要重新审视一下代价问题。
众所周知，奥运TOP计划只是对整体品牌形象有影响，而联想整体品牌营销明显已达到既定目标，再在奥运TOP里花费巨资已是不值。随着收购IBM的PC业务走向第二阶段，联想现在需要做的营销不是遍地开花，而是针对相对薄弱的美国和欧洲市场，进行区域性体育营销。这也不难理解为何联想近期连斥巨资，相继赞助NBA和F1车队，提升两地市场品牌知名度的原因。
以上分析可以看出联想清晰的体育营销脉络和原则：作为从中国崛起的新兴国际品牌，与跨国巨头竞争不是硬碰硬，而是将钱用在刀刃上，出其不意偷袭得手后，暗度陈仓，集中优势兵力分而破之，最终取得全球市场。为市场而营销，才是体育营销的真谛。我们为敢于另辟蹊径的联想此举而叫好
在以消费者为中心的整合营销时代，消费者每天接触不计其数的广告信息，但只有少数能引起购买欲望，进而产生购买行为。因此，营销活动要取得良好效果，必须充分了解消费者心理 消费行为是非常复杂的，受到相当多因素的影响，消费者本身的认知、学习、人格、卷入等内在因素，无时无刻不在影响消费者行为。因此营销人员要把握消费者心理并非易事。台湾游伯龙教授提出通过行为习性来分析消费者行为。因为每个人的思考、认知、反应、行为、知识、经验等都有习惯性，统合起来成为一个人的习惯领域，人的消费深受其影响。而人的行为是有共性的，游伯龙教授研究认为消费者行为至少有六方面的共有习性：同类相比、印象概推、投射效应、近而亲、相互回报、人群中的责任扩散。笔者认为，掌握这六大消费者习性，对于我们把握消费者心理，制定有效营销推广策略确有帮助。
同类相比。消费者会把自己归为某一群体，也会对产品进行分类，而且总是将同类相比。广告是营销策略的重要 组合要素，利用消费者爱比较（比价格、性能、品质等）的心态来制定广告策略，影响消费者对产品特性的认知，是比较广告的心理学原理。
投射效应。消费者会习惯性地把自己的特性、想法、偏好投射给别人，想像其他人的特性和自己一样。利用这一特点制定营销推广策略，打造品牌，往往事半功倍。
近而亲。在营销推广中，利用产品经常性的暴露在消费者眼前，使得消费者对该产品有熟悉、亲切的感觉。频繁密集的广告总能产生良好的效果。
相互回报。报答心理存在于每个消费者心中，一方面是有回报他人的心理，另一方面是喜欢得到他人的回报。
人群中的责任扩散。消费者在购物中会产生规避风险的行为，尤其消费者对产品特性不了解时，会购买信誉佳或大多数人在使用的产品。
消费者这六大习性，受制于习惯，往往很难改变。顺其自然制定营销推广策略很重要。但它们也不是一成不变的，当有新的信息进入消费者大脑，并对消费者有下面利益时，人们习惯领域将会发生转变。
『玖』 联想的市场营销策略存在的问题及解决对策
怎么选了个这么个题目？联想现在做的很好啊。你咋不写惠普呢？1楼说话有没有经过大脑啊？联想恰好是价格比较低，服务质量最高的。