摘要20世纪90年代以来，在经济和技术的作用下电脑行业得到了迅速的发展，目前己成为发展前景最广阔的行业之一，业内竞争更加激烈。计算机领域竞争的加剧，使得计算机市场的竞争已经从以产品、价格为主的竞争转向以品牌为主的竞争。文章从实际出发，详尽分析联想集团所面临的市场营销环境和竞争形势，深入剖析了联想集团品牌的现状及其存在的问题，指出:联想集团品牌的影响力只局限于区域市场；技术上并不处于领导地位；具有国际经营能力的人才缺乏等等。结合国内外品牌营销的相关研究，文章认为：联想集团必须在整合营销、品牌在高端市场的竞争力、体育营销策略方面下功夫。具体的实施建议包括：强化品牌整合营销策略；实施双品牌制策略；体育营销向纵深发展等等。文章尝试探索联想集团的品牌营销策略，为广大中国企业提供实践参考，以促进中国企业在国际化竞争中提高自身竞争力。
关键词：品牌，品牌营销，联想，整合营销
Abstract
Since 1990’s,computer has had a high-speed growth in the promotion of economy and technology.At present,the computer trade has became one of the trades that has the vastest future,while the fiercest competition.Increaseing competition in the computer field makes the competition change from products-based or price-based competition to brand-based competition.
According to fact,this paper completely analyzes Lenovo Group’s marketing environment and competitive situation,deeply investigates its brand’s situation and problems,indicates that:the influence of Lenovo Group’s brand is limited;its technology is not in the highest flight;lack of the people with the management ability of international business. With a combined discussion of the brand marketing theory at home and aboard,we reach the following conclusion:Lenovo Group should work hard in integrating marketing,brand’s competitiveness in the high-end market and sports marketing strategy.Specific implementation includes:strengthen the brand’s integrating marketing strategy;carry out double brands strategy;sports marketing should develop in depth and so on.
This paper tries to explore the strategy of Lenovo Group’s brand marketing,offers practical suggestion in enhancing the competitiveness of Chinese corporations in the international competition.
Key words: marketing,brand,Lenovo,integrating marketing
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