联想集团战略分析与设计周为MBA毕业论文定稿.doc

联想集团战略分析与设想The Strategy Analysis and Design of Lenovo Group(申请清华大学工商管理硕士专业学位论文)院（系、所）：经济管理学院申 请 人：周 为指 导 教 师：王以华教授二零零四年五月Ⅰ中文摘要相对于国外竞争对手，中国本土IT企业在资金、技术和管理等方面均存在不足。如何找到适合中国本土IT企业成长的战略发展之路，是本文关注的重点。联想作为我国IT企业的优秀代表，在发展过程中的经验和教训，对中国其它IT企业来说，具有非常典型的借鉴意义。在过去的三年中，联想的多元化之路遭遇挫折，而PC核心业务又受到来自惠普和戴尔等国际级企业的挑战。因此，本文以联想为例，从战略角度对于联想集团的经营历史和现状做出分析，并在此基础上对于联想集团的未来战略发展提出建议。本文由五部分构成：第一部分简要地回顾联想的发展历程；第二部分从联想目前面临的主要问题入手，渐次分析其在战略决策中的成败得失及其原因；第三部分就联想PC核心业务的战略发展提出设想；第四部分以投影机家庭化方案为例，提出可行性的多元化拓展方案，并研究其与原有业务的战略匹配关系。最后，通过一次小范围的市场调研对设计方案进行了一定程度的验证；第五部分对于联想的品牌建设提出建议。本文希望达到以下三点目的：一是指出联想发展过程中的战略失误并分析其成因；二是为联想设计一条可行的战略发展之路；三是借此为中国的IT产业发展之路提供思路。关键词：联想，战略，分析，设想ⅡAbstractCompared with multinational IT enterprises, local Chinese ones face the bottleneck in capital and RD as they grow. This thesis seeks to find out a proper way for the local enterprises to further develop. Lenovo Group, the top leader of Chinese IT industry, encounters similar problems. He was frustrated in the course of diversification in the last three years, and was challenged in the core business of PC by those IT giants like HP and Dell. The development experience of Lenovo can be used as a typical reference for other Chinese IT enterprises. From a strategic perspective, this thesis analyses the operation history and current situation of Lenovo, and makes suggestions on its future development accordingly.The thesis comprises five parts:1. Briefly reviews Lenovo’s history of development.2. Introduces the major problems that Lenovo are currently facing, and then examines the results and reasons of its strategic decision.3. Makes analysis and gives some solutions about how to develop the core business of PC for Lenovo.4. Using the projectors for home-use scheme as a reference, devises a proposal to fit Lenovo’s diversified development and the strategies on the existing businesses. The validity of the proposal will then be tested by use of a small scale marketing research.5. Provides some brand building suggestions for Lenovo.T