联想集团关系营销方案设计及效果分析-工商管理专业论文.docxVIP

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - I - - - II - 摘要 随着个人计算机（PC）在社会活动中的应用日益普及，消费者对 PC 的 个性化需求越来越强烈，对厂商提出了更高的要求；而如 DELL、HP 等国 际巨头的战略中心逐渐向中国偏移，使得国内的竞争日趋激烈，进而造成了 行业整体利润的日趋下降。为了在残酷的竞争环境中谋求生存和发展，联想 集团对市场进行了深入的研究和细分，提出了“产品模式和客户模式”的双模 式营销策略。针对个人用户和中小型企业，联想集团保留传统的产品模式， 通过丰富产品线，加强渠道的分销覆盖广大客户；而对于政府、教育、金融 等大客户推行全新的客户模式，力争通过创造性的市场运作和客户服务占领 商务市场。 本文简要地阐述了联想集团的发展阶段，提出了关系营销对于联想集团 的现实意义，分析了关系营销理论的发展和现状，并举了国内外关系营销的 实践活动作为参考。本文深入研究了 PC 行业的产业环境、联想集团的竞争 环境以及联想集团对营销理论的探索，通过分析联想集团的营销现状，得出 推进关系营销的必要性。本文从市场细分、数据库营销、客户经理制和客户 定制服务出发，阐述了联想集团的关系营销活动实践，并分析了关系营销实 践活动取得的市场效果。在本文的最后，结合市场分析结论和目前的联想集 团关系营销方案提出了对客户模式建设的前景展望。 关键词 关系营销；客户模式；客户定制服务； Abstract As personal computer (PC) applies into every corner of this society, consumers become more fastidious. And when more and more PC manufactures such as DELL and HP come forth to share this attractive cake, the competition gets stronger. The industry profit gets lower along with vehement competition. In order to survive and grow in this cruel competition environment Lenovo Group brings out the double model marketing strategy which contains product model and customer model after in-depth market research. The product model remains to cover individual customer and small enterprise through adding more product lines and place, while customer model applies to large corporation such as government, education industry and finance industry by creative marketing operation and special customer service. This article introduces Lenovo Group briefly and analyzes relationship marketing theory’s practical significance to the Group according to the theory present situation and development trend and the reference to this theory’s application. The article studies deeply about PC industry and Lenovo’s competition environment and expatiates Lenovo’s pursuit to marketing theories. By analyzing the marketing status of Lenovo Group the writer draws a conclusion that it is necessary to apply relationship marketing theory in action. The art