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联想电脑营销策划分析—以辽宁地区为例 PAGE I 沈 阳 理 工 大 学 应 用 技 术 学 院 毕业设计（论文） 题 目：联想电脑营销策划分析 以辽宁地区为例 院 系： 经济与管理学院 专 业： 市场营销 学生姓名： 闫 焓 指导教师： 刘庆君 二〇一四 年 四 月 十五 日 摘 要 随着市场经济的发展，各行各业的竞争逐步加剧，IT行业也不例外。企业要想在同行业中脱颖而出，就必须看到自己的优势与劣势，做出明确且正确的市场定位。多年来，联想集团的决策层一直致力于制定联想的发展战略、贯彻联想的管理理念、保持并发扬联想的企业文化，力争使联想集团成为一个长久的、有规模的高科技企业。 本文针对联想笔记本面对的营销环境和自身经营现状，进行SWOT分析，从而发现问题，制定相应营销组合策略以解决问题。全文先简单介绍联想集团概况，分析其笔记本业务的优势和劣势以及面临的机会和威胁，然后通过分析联想笔记本营销现状，发现联想公司笔记本业务存在的问题和不足，针对存在问题制定对应的笔记本营销组合策略。 本文首先是运用市场营销的专业知识从微观和宏观两方面对中国联想公司在辽宁地区的市场进行环境分析，然后分析企业的内部和外部优势劣势、机会威胁，即SWOT分析。而后进一步从市场细分标准、目标市场选择和市场定位三个方面进行目标市场策略的分析，最后分析了现有的市场渠道和渠道所存在的意见及建议。 关键词; 联想笔记本电脑；SWOT分析；市场分析；营销策略；市场营销 Abstract With the development of market economy, competition from all walks of life gradually increased, the IT industry is no exception. Enterprise want to stand out in the same industry, we must see their own strengths and weaknesses, to make clear and correct market orientation. Over the years, lenovo group decision-making has been committed to formulate the development strategy of lenovo, lenovos management concept, maintain and carry forward the lenovos corporate culture, strive to make lenovo become a lasting, the size of the high-tech enterprises. Lenovo notebook in the face of marketing environment, the author of this paper and their own management present situation, carries on the SWOT analysis, to discover problems, formulate the corresponding marketing mix strategy to solve the problem. Full text first simple introduction of lenovo group, analyzes its notebook business advantages and disadvantages as well as facing the opportunities and threats, and then through the analysis of lenovo notebook marketing present situation, found that lenovo notebook business problems and the insufficiency, in view of the problems existed in corresponding notebook marketing mix strategy. At first, this paper is to use the professional knowle