Analysis On Marketing Strategy Of Lenovo’s Consumer Business In Mobile Internet Environment

Mobile Internet is and continually improving people’s production and life, for IT business development has a very important impact. Lenovo as the world’s largest personal computer makers, consumer business development mission carrying the future of Lenovo’s mobile Internet, now in speeding up the development process. In this paper, Lenovo’s consumer business as the research object, combining marketing theory, focusing on the issue of its marketing strategy in the mobile Internet environment, and ultimately propose appropriate marketing strategies and implementation measures, so as to promote Lenovo’s consumer business sustainability.In this paper, literature analysis, case analysis, focuses on Lenovo’s consumer business mobile Internet environment. In the internal environment, Lenovo is currently implementing a "dual mode" marketing model, have an impact on its consumer business marketing. Meanwhile, Lenovo’s consumer business marketing market area, the product structure has been focused, but also has a good organizational structure, human resources, financial resources, and continued innovation, global resource allocation, brand reputation, and other capabilities that facilitate its consumer business market Marketing. In the external environment, as Lenovo is manufacturing, selling IT products hardware vendors, mobile Internet environment for its consumer business development raised new marketing challenges. In the environment sector, Lenovo’s consumer business is facing fierce competition in the market.SWOT matrix combination and optimization direction, we propose Lenovo should adopt a positive, healthy attitude to take centralized policy. Combined with Lenovo’s consumer business segment, we should focus on locating young professionals, gamers, students and rural users, and four types of the most representative groups, profound grasp of these four categories of user needs and provide products and services. In Lenovo’s consumer business marketing mix strategies, in addition to adhere to and improve the traditional product, price, place, promotion strategy, but also in the context of the mobile Internet, through well-constructed, and mobile Internet are closely related, in line with the consumer demand for the product, price, place, promotion strategy, in particular, to more firmly on the channel strategy, Lenovo’s consumer business in order to achieve the strategic objectives of the mobile Internet. Also, in the mobile Internet environment, Lenovo’s Consumer Business at promoting the implementation of the safeguards marketing strategy, to integrate a variety of marketing resources, improve marketing capabilities, strengthen customer relationship management, create a good corporate culture, so as to promote the association The Company’s consumer business in the mobile Internet environment and sustainable development.