Lenovo Agents Wei Cheng Company Marketing Strategy Research

After the acquisition of IBM, Lenovo's market share had been hovering around8percent. For the first time, its global market share broke double-digit to10.2%in2010. At the meeting of Lenovo's financial report in2011, Chen Xudong, the general manager of Lenovo China, said that the Chinese team would achieve35%of the Chinese market share in three years. As Lenovo's core agency in the Southwest, Wei Cheng must gain the competitive advantages in the new situation and design new marketing strategies to adapt to the current environment immediately. For Wei Cheng, improving service quality and channel settings are its key initiatives to enhance the core competitiveness.In this paper, the research focuses on the formulation of Wei Cheng's marketing strategy and its implementation. First of all, it reviews the marketing theory in order to build theoretical basis for the research. Then, the Wei Cheng's market environment is analyzed:study the macro-environment in which this company operated through the PEST analysis and Porter's five forces model; understand the current status of the company's resource through the internal resource analysis; understand the strengths, weaknesses, opportunities and threats through SWOT analysis; find out the problems of Wei Cheng's current marketing strategy with the consumer's value evaluation system; Finally, through consumers' needs analysis and the classic4P theory, this paper combines the thought of the company's status and the characteristics and put forward improvements of the computer marketing strategy for the exposed issues. Respectively from the organizational structure, human resources and performance evaluation, this paper concludes with the guarantee of marketing strategy implementation. The research of Wei Cheng's marketing environment and marketing strategy help us identify problems, develop appropriate strategies to effectively achieve marketing goals, and provide the basis for the company's strategic decisions. It has great significance for the company's long-term growth.