Study On Marketing Strategy Of Lenovo's High-performance Workstation

Lenovo Group is one of the hallmarks of Chinese IT companies.Since its establishment in 1984,Lenovo's growth has been a history of development of Chinese companies from small to large under the policy of reform and opening up.In 2008,Lenovo released a self-developed high-performance graphics workstation.As of the third quarter of 2016,Lenovo's workstation sales have maintained a growth trend of 32 consecutive quarters.The workstation market is the major market for computer manufacturers following the PC(Personal Computer)market.Workstations play a vital role as design tools for the rapid development of manufacturing industries.With the new impetus of industrial upgrading,animation design,CAD(Computer Aided Design),plane image processing,GIS(Geographic Information System),simulation,video editing and other industries are developing rapidly.The various software and ancillary equipment required need to be configured in accordance with the demand,so products designed to meet the needs of users can gain a dominant position in this market.At the beginning of the listing of Lenovo workstations,it has been subject to the squeeze of foreign manufacturers.After nearly a decade of development,it has occupied a place in the market.But in the past two years,the price war has always been the theme of the market during the development period.As the market share gradually becomes saturated,the profits of manufacturers and channels are continuously shrinking,and the space for development is increasingly limited.How does Lenovo fight between sales and profits?Become the most critical issue of the moment.Lenovo must identify a most meaningful marketing strategy based on its market position in the industry and its market goals,market opportunities,and available resources.The purpose of formulating a marketing strategy is to achieve the company's defined strategy-to complete the company's performance goals,to defeat the competitors,to obtain a continuous competitive advantage,and strengthen the company's long-term market position.This article first analyzes the development of the workstation industry from the perspectives of macro environment,political,social,and economic aspects,and then uses the(Porter)five-force model to analyze the current state of the industry from a microscopic perspective.Secondly,the recent sales situation of the workstation industry in the past ten years compared the sales of the three major competitors in the market,and analyzed the advantages and disadvantages of Lenovo.Through the problems found in sales,using the theoretical knowledge learned during the MBA study combined with the actual work content,a new marketing strategy was formulated to solve the current problems and help companies to further expand the scale and increase profits in the market.