Domestic Marketing Strategy Of Lenovo Group Computer Products

During the process of international economic globalization, China should speed up the progress of internationalization of her enterprises if she wants to win the first-mover advantage from the more and more intense international competition. The establishment of Chinese global firms is a bridge for China to go to the world and internationalized companies have become a very important driver for our economic development.Having 21 years of fighting experiences, Lenovo corporation acquired IBM PC global business, thus started its way to become global. She is now stepping onto the international arena through events like Turino Winter Olympic Games and being the global partner for International Olympic Committee. Although Lenovo has become a tough competitor for foreign global firms in Chinese market, Lenovo is facing a more and more complex competitive environment and more and more tough competitor. Lenovo's competitive advantages are being challenged. How to improve and optimize her marketing strategies according to internal and external environment changes is an imperative issue for Lenovo to tackle.Marketing is as the important resource of the core competition for the company. Which highly restrict the implementation effect of the whole competition strategy. The essay investigate deeply the internal computer market in China. The statement and analysis is carried out for internal and external environment. Which faced by Lenovo Group. It illustrates her main customers and their behaviors of consumption based on the profound market segmentation. And it point out the countermeasure, which should be adopted for the marketing strategy by Lenovo Group, if she wants to maintain continuously and extend the market share in internal PC's market.This essay is composed of 7 parts: The first part, Introduction present research background and significance as well as research method in essay. The second part, Marketing theory overview. This part gives an overview of the basic theory of the origin and development of marketing; the importance and the balance of the 4P marketing theory: The third part, the introduction of Lenovo. The emphasis will be placed on the milestones of Lenovo's development and her product lines; The forth part,...