联想昭阳（lenovo）.docVIP

联想昭阳（lenovo） Lenovo Zhaoyang -- good ideas of brand extension strategy 96 years ago, the domestic notebook computer market has been dominated by the IBM and Toshiba, Compaq, and Acer and other international brands, the notebook computer market by international brands to carve up. Lenovo notebook computer in August 1996 Zhaoyang officially entered the market, become the first domestic notebook computer China. At the beginning of 1999, Lenovo Zhaoyangs market share reached 7.2%, ranked seventh; and by the end of 1999, Lenovo Zhaoyangs market share has reached 24.2%, becoming the biggest selling brand notebook computer 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 summed up in three: the beginning, with the world synchronization technology, the Lenovo brand itself influence and relatively perfect market promotion, including the successful and effective sales channels and advertising communication. Here is the introduction of brand communication is Lenovo Zhaoyang Road, from which we can realize the advertisement creation and dissemination strategy is how to explore in the interaction of brand communication context, so as to make the advertisement dissemination create more personalized distinctive features of the brand. Lenovo Zhaoyang has just entered the market, after full market investigation and demonstration, found that IBM is a technology leader in the consumer image, while Toshiba is a professional manufacturer of notebook computer brand. In the face of the two major international brand advantages, Lenovo Zhaoyang is clearly not in technical and professional and direct rivals fight, Lenovo believes that Zhaoyang is the first of a China brand, is also the first China brand notebook computer, and Chinese strong national character and national integrity marketing is a good breakthrough point, before this almost no one domestic brand conducted in-depth mining and exploration