| Since the 1990s, the personal computer products developing rapidly. Looked from the development of the personal computer industry products, desktop computer products occupy the absolute main force, after overtaken by strong notebook computer products, In the third quarter of 2008, global laptop desktop sales for the first time since then officially into the era of portable personal computer industry. With the development of the market, the computer products by rapid popularization, many unique computer products appeared on the market at the same time, it gives the whole industry has brought the very big change, each brand vendors seeking their own development in the change. Beginning in 2012, the global computer sales began to decline, by 2013, the domestic PC sales also fell, the personal computer market development to a new historical stage.In industry competition is intense, under the background of market with the impact of new technologies and products, notebook computers by highlighting the earliest situation into several pyrotechnics. The domestic market, by Taiwan computer brand acer founder, Tsinghua Tongfang withdrew from the notebook PC market, Lenovo’s acquisition of IBM’s PC division, Fujitsu, Toshiba, Samsung, and so on brand market is slowly being eroded by a few big brands before. At the same time, the emergence of new products tablet preempted the originally belongs to the market share of notebook computer, the rapid development of smart phones also make consumer demand for notebook computers are no longer strong.In the process of the development of the market, each manufacturer in order to grab more market share, has taken a different marketing strategy. From product, price, channel, promotion and so on each link to improve their competitiveness in the market, expand their market share. Under the fierce market competition, Asus computer according to the actual situation of the enterprise itself, taking suitable marketing strategy, has achieved a place in the market.In this paper, starting from the domestic and international situation of the PC industry, from macroscopic to microcosmic, by the model of porter five as well as the method of SWOT, Asus notebook computer, for example, the marketing strategy carried on the thorough analysis and discussion. First of all, from the Angle of the marketing strategy theory, a brief overview of the marketing related concepts and characteristic, then according to the marketing 4P theory in marketing theory and the development, and expounds the STP theory, Secondly, this paper introduces the computer industry macro environment, micro environment, and Asus, in its own advantages and disadvantages; Then main competitors, aiming at the domestic market for other brand in price, channel and so on several aspects has carried on the analysis of the advantages and disadvantages in; Finally, according to the market for laptop computers in different aspects of the consumer demand has carried on the investigation and analysis, and market segmentation and positioning of Asus computer advice. At the same time, in view of the existing problems of Asus computer company, through internal and external related strategy, the optimization scheme and concrete measures are put forward, make the enterprise can better in the fierce market competition to occupy a certain market share, adapt to market changes and development.Hope that through the application of relevant theories, this paper combined with the author’s own work experience, the Asus notebook computer market in China in the field of marketing strategy and ideas put forward their own strategy, make the enterprise attention to their own shortcomings, in the marketing strategy for further development. |
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