联想昭阳(国外英语资料).docVIP

联想昭阳(国外英语资料)Lenovos zhaoyang -- good idea extension brand strategy96 years ago, the domestic market of laptop has been ruled by Toshiba and IBM, compaq, macros, and other international brands, the entire laptop market is the international brand. In August 1996, lenovos zhaoyang notebook computer officially entered the market, becoming Chinas first domestic notebook computer. By early 1999, lenovos market share was 7.2% and the market was no. 7. At the end of 1999, the companys market share rose to 24.2 percent, making it the largest laptop brand in China.In a short span of three years from a competitive brand rise as the leading brand, the reason is complicated, but to sum up, can be summarized into three: start, with the world synchronization technology, the influence of the lenovo brand itself and relatively perfect marketing, including the successful and effective sales channels and advertisement.Worth mentioning here is that the lenovos zhaoyang road of the brand communication, from which we can feel the good advertising creativity and communication strategy is how to explore the spread of the brand in the interactive contexts, so that the advertisement for the brand to create more vivid personalization features.Lenovos zhaoyang just coming into the market, after adequate market research and argumentation, find IBM in consumers mind is an image of science and technology leader, and Toshiba is a professional laptop brand manufacturers. Faced with two big international brand advantage, lenovos zhaoyang obviously cant directly with rivals, in terms of technical and professional associations think zhaoyang first is a Chinese brand, is Chinas first laptop brand, and the Chinese strong national character and national integrity is a very good marketing breakthrough, it has almost no before a Chinese brand, at this point conducted in-depth exploration and mining, the associations zhaoyang thought from the Angle of nationality, breakthrough may be successful, so they put