联想集团手机业务发展战略研究

发布时间：2018-02-28 23:35

本文关键词： 联想手机产品业务业务发展战略 SWOT分析增长型战略　出处：《首都经济贸易大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来，随着人们物质生活水平的提高及科技的普及，手机逐渐成为大众电子消费品，需求量年年递增，手机市场正迎来巨大商机。本文在对国内外手机市场充分分析的基础上，，以联想手机产品业务现状为基础，综合运用PEST分析法、波特模型、SWOT分析和市场细分理论等多种分析工具，从优势、劣势、机会和挑战等四个方面分析了联想手机产品业务的内外部环境。根据联想手机产品业务内外部环境分析，并遵循一定的战略选择原则，制定和选择联想手机产品业务的发展战略为增长型发展战略，其主要包括三部分：（1）差异化发展促增长策略，着重介绍了对产品、品牌的差异化和个性化方案，以推动其3G手机的发展；（2）成本领先发展促增长策略，在明确手机厂商成本来源和联想手机产品业务目前状况的前提下，通过降低人力成本和采购成本，偏重研发成本，促进联想集团手机业务的发展；（3）目标集聚方案促增长策略，在运营商销售渠道的前提下，通过结合运营商特点，对中低端消费人群进行市场细分，选择一种细分市场着重发展，从而形成品牌效益，促进联想手机产品业务的发展。最后针对联想手机产品业务所选择的增长型发展战略提出进一步的实施方案，实施方案重点探讨管理制度、营销策略、人才优化、技术创新、品牌建设和企业文化等诸多方面，从而使得发展战略得以有效实施。
[Abstract]:In recent years, with the improvement of people's material standard of living and the popularization of science and technology, mobile phones have gradually become popular electronic consumer goods, and the demand is increasing year by year. The mobile phone market is ushered in huge business opportunities. Based on the full analysis of the domestic and foreign mobile phone markets and the current situation of Lenovo's mobile phone products business, this paper synthetically applies the PEST analysis method. Porter model SWOT analysis and market segmentation theory and other analysis tools, from the strengths, weaknesses, opportunities and challenges to analyze the internal and external environment of Lenovo mobile phone products business. According to the analysis of the internal and external environment of Lenovo's mobile phone product business, and in accordance with certain principles of strategic choice, it formulates and selects the development strategy of Lenovo's mobile phone product business as a growth-type development strategy. It mainly includes three parts: 1) the strategy of promoting growth by differentiation, focusing on the product, brand differentiation and individuation scheme, to promote the development of 3G mobile phone and promote the growth strategy of cost leading development. On the premise of clarifying the cost sources of mobile phone manufacturers and the current situation of Lenovo's mobile phone products business, by reducing the cost of manpower and procurement, and focusing on R & D costs, and promoting the development of the mobile phone business of Lenovo Group, the target agglomeration scheme promotes the strategy of promoting growth. Under the premise of the marketing channel of the operator, by combining the characteristics of the operator, the market segment of the middle and low end consumers is subdivided, and a kind of subdivision market is chosen to focus on the development, thus forming the brand benefit and promoting the development of the Lenovo mobile phone product business. Finally, according to the growth development strategy chosen by Lenovo's mobile phone product business, it puts forward a further implementation plan, which focuses on the management system, marketing strategy, talent optimization, technological innovation. Brand construction and corporate culture, so that the development strategy can be effectively implemented.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.63

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