联想一体机策划书.doc

目录 摘要······························································3 一、市场营销环境分析··············································4 （一）、宏观环境、微观环境·········································5 （二）、SWOT分析···················································7 二、STP战略与消费者行为分析······································10 （一）、市场细分··················································14 （二）、目标市场选择··············································14 （三）、市场定位··················································14 （四）、消费者分析················································14 三、产品策略·····················································15 （一）、产品描述··················································15 （二）、推广策略··················································15 （三）、产品组合策略··············································16 （四）、产品包装策略··············································16 （五）、产品生命周期策略··········································17 四、价格策略·····················································17 五、分销策略·····················································18 （一）、分销渠道管理··············································18 六、促销策略·····················································19 （一）、广告策划··················································19 （二）、营业推广策划··············································19 （三）、公共关系策划··············································20 七、行动方案·····················································21 （一）、营销活动程序安排及营销预算································22 参考文献··························································23 附件······························································23 摘要 如果说现在电脑一体机是在台式PC与笔记本之间市场夹缝中生存，那么未来的电脑一体机发展将会让这个被撬开的缝隙越来越大。 作为国内PC龙头企业，联想的产品一直是人们所关注的，联想一体台式机针对不同目标用户分为消费、商用、大客户一体台式机。自2009年一体机在销售已经成为联想的新增长点。多次斩获国内外大奖的A系列，到开创高性能一体台式机先河的B系列，再到针对普通家庭户、甚至打入四到六级市场的高性价比Ｃ系列一体台式机，联想让传统台式机变得更简约、更节省空间、更绿色环保，为消费者带来了不一样的时尚生活。 面向新世纪，联想将自身的使命概括为四为，即，为客户：联想将提供信息技术、工具和服务，使人们的生活和工作更加简便、高效、丰富多彩；为员工：创造发展空间，提升员工价值，提高工作生活质量；为股东：回报股东长远利益；为社会：服务社会文明进步。未来的联想将是高科技的联想、服务的联想、国际化的联想联想一体台式机始终以“终结者”的不羁态度行使着“先驱者”的厚重使