A Marketing Strategy Analysis For Lenovo Smart Mobile Phone

With the advent of the 4G era,the smart mobile phone quickly seize the global mobile phone market at an unprecedented speed,and even have the obvious trend to replace PC.Lenovo's smart mobile phone is one of the earliest smart mobile phone,once leading in domestic and even global smart mobile phone market and attracting a vast number of consumers.However,with the change and development of the times,Lenovo's smart mobile phone seems to be lost in the fierce competition in smart mobile phone market and exceeded by some latecomers such as Huawei,Oppo as well as Vivo.This article analyses present existing marketing problems of Lenovo's smart mobile phone.Then,based on marketing theory,and taking STP theory,4Ps marketing mix and 4Cs marketing mix as method,the article makes in-depth marketing strategy analysis and research for Lenovo's smart mobile phone,hoping Lenovo's smart mobile phone can have a good developing trend in such a fierce competition in marketing environment,also I hope the article can benefit to other brand smart mobile phone when they making marketing strategy.This paper mainly includes the following aspects of the research content.The first chapter mainly explains the thesis' background and significance,the status of research at home and abroad,main framework of the paper as well as the research methods of the paper.The second chapter mainly elaborates the definition and function of marketing theory,introduces the 4Ps marketing mix,4Cs marketing mix and STP analysis method.The third chapter firstly introduces Lenovo Mobile Business Unit's background and vision,then,discusses current operating conditions and present existing marketing problems of Lenovo's smart mobile phone in detail.The fourth chapter makes improving marketing strategy for Lenovo's smart mobile phone with combing STP analysis method,4Ps,4Cs marketing strategy.The fifth chapter is the evaluation of the expected effect of the improved marketing strategy put forward by the fourth chapter.The sixth chapter summarizes the content and results of this paper,and puts forward the limitations,shortcomings and the future research direction of this paper.