The Benq Store Marketing Model Characteristics Of Study

BENQ was found in 1984, its products and technologies cover digital media,computer system and its peripherals, network communication and optical storage etc.In recent years, it has grown into a national wide, even international wide famouscorporation with its wide range of products and the concept of "fashion productnetworking"In the beginning, this paper makes a brief introduction to BENQ Ltd. Co. In thissection, the BENQ history, the technology strength of BENQ, the variety products ofBENQ and the culture of BENQ are introduced respectively. At the end of this section,the marketing pattern of monopolist shop is specified in detail. And then, to discuss thedeveloping process of BENQ marketing pattern of monopolist shop, this paper firstlyanalyzed feature and growing tendence of IT industry. After the introducing thebackground of IT industry, it can be seen that BENQ found its right orientation in thefast changing IT industry in the recent years. In 2001, Mingji brought out the brand ofBENQ, which is called Bringing Enjoyment and Quality to Life. Doing so gave a greatrise to the impression of the brand, and a newⅥwas introduced to public, which madethe monopolist shop of BENQ distinct among its craft brothers, it appealed moreconsumers by delivering its "vividness and happiness" to public. At the same time,BENQ has established a series of impression monopolist shop such as entertainmentworkshop and E-times. Among them, entertainment workshop is mainly responsiblefor vendition of laptop, projector, and the E-times is mainly responsible for venditionof DIY products, digital products etc.Hence, the monopolist shops are run in perfect order. In addition, along with therising ability of the employees, BENQ made an outstanding achievement through thepast 4 years. In the year of 2004, Mingji earned a whole turnover of 52 hundred milliondollars. It is firmly believed in this paper that the success of BENQ is tightly associatedwith its monopolist shop marketing pattern.So, in the third chapter, the paper makes a deep analysis on the feature ofmonopolist shop marketing pattern and gets an insight into its characteristic in brand impression, product impression, shop impression and employee impression. Beforethat, a brief introduction to Lenovo enterprise is made to make it easy for readers tounderstand the development of IT industry and its marketing pattern.At the end of this paper, the future of the monopolist shop is addressed. In thefuture, some innovation must be brought into BENQ monopolist shop to adapt the fastchanging society. So far, BENQ monopolist shop has established stable customergroups in many main cities in China. In this aspect, BENQ should take advantage ofthe superiority of its plenty of experience accumulated in such main cities to explorethe market of secondary cities according to the market feature of them.