联想市场营销战英文版.pptVIP

Lenovos strategy of distribution About Lenovo Distribution strategy Lenovo distribution PK Dell direction Questions About Lenovo Lenovo was established in 1984. The company mainly produces desktop computers, servers, notebook computers, mobile phones and other products. In 1996, lenovo is located in Chinas domestic market sales in the first place. Core values Customer success Integrity Precise realistic Innovation About Lenovo Distribution strategy Lenovo distribution PK Dell direction Questions introduction of distribution According to the famous marketing master Philip definition, the distribution channel is a commodity or service from producers to consumers in the process of transferring to achieve the ownership of the goods or services or help the transfer of the ownership of all enterprises and individuals. However, it does not include suppliers, auxiliary business, etc. 8 main functions 1. Information 2. Promotion 3. Negotiations 5. Order 4. Allocation 6. Logistics 7. Financing 8. Risks 6 Characteristics Customer characteristics The product characteristics The characteristics of middlemen The properties of competition Enterprise characteristics Environmental characteristics 1994-1997 is the traditional distribution stage, Lenovo will own touch to all parts of the country through distributors and dealers. Relationship :business relationship Features: layer upon layer distribution, inefficient management 1994-1997 Traditional distribution 1998-2004, lenovo began to enter into the intensive distribution，puting forward ‘big lenovo’concept. The intensive distribution is that the manufacturers recommend its products through the responsible, appropriate wholesalers, retailers as much as possible . Such as daily product . 1998-2004 intensive distribution，puting forward ‘big lenovo’concept Integrated distribution strategy, say simply, is the customer product line and small and medium-sized customers product l