Research On Marketing Strategy Of Lenovo Notebook In College Market

As the demand of notebook is developing rapidly, the market in colleges and universities is more and more important. Lenovo, as the nation's largest notebook manufacturer, need to develop an appropriate marketing strategy for the market. This paper is basis of marketing theory and makes market segments from the point of view of consumer's lifestyles by a market survey, then analyses the differences among the various market segments in the notebook product attributes assessment. Finally, do the appropriate choice of the target markets and positioning for Lenovo laptop computers and gives recommendations on marketing mix strategy for different market segments. The process consists of:First of all, basing on the statistical data through a market survey, this paper uses the methods of principal component analysis and K-means clustering to analyze the AIO lifestyle variables and divides college notebook market into social-oriented consumers market, economy - oriented market, self-oriented consumer market and fashion-oriented consumer market from the perspective of lifestyle;In the following, make analysis of the differences on the assessment of the product attributes in different segment markets to support the marketing strategies for Lenovo;Finally, in accordance with the college segment of the consumer lifestyle preferences and product characteristics, choose the differentiation strategy and gives recommendations on marketing mix strategy for Lenovo.