更新时间：2021-11-01 13:40:17 点击：280
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Enterprises with good performance are the same - follow the appropriate commercial laws are, but the poor performance of the company will have all the difference. Lenovo is the case, the performance from last year's biggest loss in history by starting, Liu began to change in planning a remodeling program associate.
Lenovo's performance for the decline, although large to be blamed on the global financial turmoil, but a good showing in particular, to seek great business is concerned, it should select the problems inherent in their own.
Liu after the handover from the current position of view, has internal problems as the root causes of loss, but when Liu remodeling association, Chinese and foreign management of the proposal is: only to marketing-oriented organization of the body rebuild Lenovo is the effective and direct way remodeling.
On marketing issues, the father of positioning, Mr Rees, who founded the greatest impact ever on the U.S. market, old marketing theory has been filled with hope and concern for Lenovo. This month, Reese about a month, Mr Rees, please follow the rules they found the marketing, marketing for the association to provide interpretation and recommendations remodeling.
Focus should be given associate re-Liu
Chinese and foreign management: Liu again go into battle in China has aroused great repercussion. Some people think that this association should help to improve the capacity of the current crisis, some said the founder of the reunification of the association is not necessarily good for the process of internationalization, do you think about this?
Rees: Liu return as the founder of Lenovo is a good idea. A company needs to have their own vision. Managed by the Americans to a Chinese enterprises, it is not easy to do. Lenovo needs to return to its fundamental.
Chinese and foreign management: Lenovo in recent years has been seeking international development, the United States is around you market to your understanding in this market, Lenovo's performance in marketing what?
Rees: not ideal. In the U.S., Acer in the fourth quarter of 2008 accounted for 15.2% market share, while Lenovo's not among the top five PC brand in the list (file Note: The U.S. top five PC brand is Dell, HP, Acer, Apple and Toshiba).
I estimate the market share of Lenovo in the United States less than 5%. Unless the company has initiatives as soon as possible, otherwise it's market share will decline.
Chinese and foreign management: aspects of the complex issues facing the association, in your eyes, Liu to face the biggest marketing problem?
Rees: Legend of the problem, is typical of the two original brands with different focus (the old association with the ThinkPad) loss of focus after the merger a typical example. But now, think back to the original focus really should be a relatively low-end products up? I do not think so. In fact, the association also did not really go off before the end, but continue to launch more brands, more cheap or expensive products - the brand fell into chaos. Lenovo is facing re-focus the issue, which requires strategic vision and great courage.
Although we used to think in English-speaking world on the proposed brand name but do not have to use Lenovo ThinkPad, but over several years Lenovo ThinkPad has changed too late. They should be the acquisition of IBM's personal computer business, the ThinkPad while a high degree of concern when using this name, to come to take this step today on the difficult to understand. On the other hand, can continue to stand using a laptop all day for the ThinkPad is the brand may still be a powerful concept.
Lenovo ThinkPad to lose focus
Chinese and foreign management: Lenovo acquisition of IBM's PC business is a major business transformation Lenovo, the acquisition itself, do you think?
Rees: If you want to build a brand, you put all the marketing efforts have focused on a particular idea or concept. If you have a full line of products so as Lenovo, to build a strong brand very difficult. Lenovo is now advertising theme is New World, the new Lenovo, which is meaningless, New Legend in the end is what?
Lenovo years the main problem is it used in 2004, 1.7 billion acquisition of IBM's personal computer business. This is the acquisition of competitors, many enterprises will be committed in a typical error. Acquisition of competitors appears to be a complementary. In other words, Lenovo products are relatively inexpensive personal computers, and its acquisition of IBM's ThinkPad line production is relatively expensive computer.
The company's leaders believe that this merger will broaden the market. But the problem is building the brand, Lenovo is what? It is inexpensive personal computer? Or high-priced personal computer? The merger makes the association lost its focus, but also lost some market share.
Daimler - Benz with 36 billion U.S. dollars in the acquisition of Chrysler company, also committed the same error. Daimler Mercedes - Benz manufacturer of the expensive cars, while Chrysler produced a relatively low-cost car. Daimler CEO Juergen Schrempp to this merger was called quite divine. It actually became a Nie Yuan. The merger is meaningless, and business losses caused by Chrysler over the years so that Daimler paid out 36 billion U.S. dollars down the drain.
Foreign Management: ThinkPad since Lenovo has been in the bag, how to re-find the focus of Lenovo?
Rees: Strangely enough, we had thought that the IBM acquisition deal is good, still lose Lenovo PCs to create a global brand opportunity, but as a global brand, the company launched the world's English name Lenovo, are in English speaking people read them, like an Italian dessert!
On the other hand, ThinkPad notebook computers name is the name of choice for global brands. Of course, there have to make sacrifices. ThinkPad notebooks represented. Our proposal is: cut down desktop PC business, focusing on notebook computers, at least in markets outside of China first adopted this strategy (this is not a bad idea, because the market has moved from desktops to laptops in transition).
In addition, we recommend focusing on one important feature of Lenovo. Our proposal is: for the ThinkPad Configuration longer battery standby time, may be eight hours of standby time. In this way, the company will be able to ThinkPad branded a can stand to use a laptop all day.
This is somewhat similar to the strategy of BMW. BMW has developed to bring the driver to control the fun car. Then they focused on this theme - the ultimate driving machine. Today, BMW is the world's best-selling luxury car brand, more than the Mercedes - Benz.
Can not understand the brand civil war
Foreign Management: In recent years, the marketing Lenovo launched ideaPad action also includes the brand, and the ThinkPad brand and forming the pattern of dual-brand operation. How is your view?
Rees: ThinkPad is IBM acquisition of projects with the greatest potential, and the best part. Introduction of the product named ideaPad will cause confusion among consumers, will also produce its own damaging effects on the ThinkPad. You may know that Lenovo has introduced a heavy-duty workstation products had called ThinkStation.
But the ThinkStation, and its two major brands ideaPad mistakes. If competitors introduce and ideaPad named products ThinkStation Lenovo should sue them! Why? Because these two names make ThinkPad cause confusion - but this is the Lenovo launch their own.
Foreign Management: In the past few years, the 2008 Olympic Games the largest global partner is a public relations event association. To join the global TOP Olympic program, the value of the international association be?
Rees: Olympic global partner program associate at least the international market, not a good investment returns, it is often more suitable for those who wish to disseminate information to all brands. Coca-Cola is in line with the standard brands. Lenovo to do is to narrow the focus, targeting a market segment with greater strengt