关于笔记本的营销策划方案

三 、营销策略1. 营销战略- 产品 （主推高端配置，独特功能，个性时尚。） 大学生是一类特殊的社会群体，他们个性张扬，青春活跃，崇尚个性自油与自我展现。大部分的学生忠诚于“这个产品是为我特别量身定做的”，学生在实用耐用型的东西时，并不只是看重它的“用处”，同时也把它看成一种时尚载体，一种展现自身的载体经济实用，这是我们对产品的最终定位：高配置，独特功能，个性时尚。这是我们推出自己的独特的功能。（见图4）本次共推出了三款NBA纪念机型：联想ideapad Y450 NBA纪念机型、联想ideapad S10 NBA纪念机型、联想ideacentre K锋行 NBA纪念机型。从外观上，这三款产品都很炫、很酷、很拉风，从外型上就很好传承和发扬了NBA的精髓。Y450 NBA纪念机型是主流14寸轻薄笔记本的杰出代表，采用 16：9黄金分割比例的LED背光液晶屏幕，功耗低还环保，完全没有显示黑边，适合高清影片和视频的播放，是真正的宽屏幕移动家庭影院。最新的NVIDIA Geforce GT 130M 独立显卡及512MB GDDR3独立显存，使其可以轻松应对各种图形处理任务，在观看高清影片和玩大型3D游戏时的画质更加清晰流畅，震撼的视觉效果好比置身于全明星的比赛现场。杜比家庭影院音效认证让联想ideapad Y450 NBA纪念机型在完美画质的同时也拥有无以伦比的音效。画面与音效的完美演绎，使得联想ideapad Y450 NBA纪念机型犹如湖人队的灵魂人物科比，当之无愧的成为娱乐全能王。此外，联想slide bar桌面导航、一键影院功能、Multi-Touch鼠标触控板和新一代高触感键盘等等人性化设计都为这款版本增色不少。2. 营销战略- 价格 （中高端的定价策略）大学生群体在购买习惯上，倾向于高端品牌，但是在价格上则只能接受低端价格。在大学生的心目中，品牌既是一种质量的保证，也是一种品味的象征。他们有着非常强的品牌意识,在他们看来，有品牌才会有质量。但是过分的低价会造成对品牌的忠诚的恶化，据调查笔记本的价格接受区间。

(图5) 2009年1月不同价格区间笔记本关注比例分布从目前市场上看，消费者关注的目光大多会倾向于价格相对低廉的笔记本。调查显示，6000元以下笔记本在市场上大行其道，正如2008年12月份ZDC预测，2009年1月份6000元以下笔记本的关注度突破70%的大关，创造71.1%的最佳记录。可以看出，6000元以下笔记本在市场上的竞争力突出，同时此价格段也是各大厂商的主要价格竞争领域。　在我们的调查中五千到七千是最合理的区间，现在的大学生是一个追求品牌的时代。价格太低会伤害品牌的形象也使有些同学抹不开面子，最终我们定位于中高档价格5999或6666元。3. 营销战略- 推广和渠道（在销售中做广告，在广告中销售，广告、渠道、销售相互促进）4. 看下面的推广模式，我们没有摒弃传统的广告媒体和传统活动的作用，而是创建自己独特的销售模式：（在销售中做广告，在广告中销售，广告、渠道、销售相互促进）

Enterprises with good performance are the same - follow the appropriate commercial laws are, but the poor performance of the company will have all the difference. Lenovo is the case, the performance from last year's biggest loss in history by starting, Liu began to change in planning a remodeling program associate.

Lenovo's performance for the decline, although large to be blamed on the global financial turmoil, but a good showing in particular, to seek "great" business is concerned, it should select the problems inherent in their own.

Liu after the handover from the current position of view, has internal problems as the root causes of loss, but when Liu remodeling association, "Chinese and foreign management" of the "proposal" is: only to marketing-oriented organization of the body rebuild Lenovo is the effective and direct way remodeling.

On marketing issues, "the father of positioning," Mr Rees, who founded the "greatest impact ever on the U.S. market," old marketing theory has been filled with hope and concern for Lenovo. This month, "Reese about a month," Mr Rees, please follow the rules they found the marketing, marketing for the association to provide interpretation and recommendations remodeling.

Focus should be given associate re-Liu

"Chinese and foreign management": Liu again go into battle in China has aroused great repercussion. Some people think that this association should help to improve the capacity of the current crisis, some said the founder of the reunification of the association is not necessarily good for the process of internationalization, do you think about this?

Rees: Liu return as the founder of Lenovo is a good idea. A company needs to have their own vision. Managed by the Americans to a Chinese enterprises, it is not easy to do. Lenovo needs to return to its fundamental.

"Chinese and foreign management": Lenovo in recent years has been seeking international development, the United States is around you market to your understanding in this market, Lenovo's performance in marketing what?

Rees: not ideal. In the U.S., Acer in the fourth quarter of 2008 accounted for 15.2% market share, while Lenovo's not among the top five PC brand in the list (file Note: The U.S. top five PC brand is Dell, HP, Acer, Apple and Toshiba).

I estimate the market share of Lenovo in the United States less than 5%. Unless the company has initiatives as soon as possible, otherwise it's market share will decline.

"Chinese and foreign management": aspects of the complex issues facing the association, in your eyes, Liu to face the biggest marketing problem?

Rees: Legend of the problem, is typical of the two original brands with different focus (the old association with the ThinkPad) loss of focus after the merger a typical example. But now, think back to the original focus really should be a relatively low-end products up? I do not think so. In fact, the association also did not really go off before the end, but continue to launch more brands, more cheap or expensive products - the brand fell into chaos. Lenovo is facing re-focus the issue, which requires strategic vision and great courage.

Although we used to think in English-speaking world on the proposed brand name but do not have to use Lenovo ThinkPad, but over several years Lenovo ThinkPad has changed too late. They should be the acquisition of IBM's personal computer business, the ThinkPad while a high degree of concern when using this name, to come to take this step today on the difficult to understand. On the other hand, "can continue to stand using a laptop all day" for the ThinkPad is the brand may still be a powerful concept.

Lenovo ThinkPad to lose focus

"Chinese and foreign management": Lenovo acquisition of IBM's PC business is a major business transformation Lenovo, the acquisition itself, do you think?

Rees: If you want to build a brand, you put all the marketing efforts have focused on a particular idea or concept. If you have a full line of products so as Lenovo, to build a strong brand very difficult. Lenovo is now advertising theme is "New World, the new Lenovo," which is meaningless, "New Legend" in the end is what?

Lenovo years the main problem is it used in 2004, 1.7 billion acquisition of IBM's personal computer business. This is the acquisition of competitors, many enterprises will be committed in a typical error. Acquisition of competitors appears to be a "complementary". In other words, Lenovo products are relatively inexpensive personal computers, and its acquisition of IBM's ThinkPad line production is relatively expensive computer.

The company's leaders believe that this merger will "broaden" the market. But the problem is building the brand, Lenovo is what? It is inexpensive personal computer? Or high-priced personal computer? The merger makes the association lost its focus, but also lost some market share.

Daimler - Benz with 36 billion U.S. dollars in the acquisition of Chrysler company, also committed the same error. Daimler Mercedes - Benz manufacturer of the expensive cars, while Chrysler produced a relatively low-cost car. Daimler CEO Juergen Schrempp to this merger was called "quite divine." It actually became a Nie Yuan. The merger is meaningless, and business losses caused by Chrysler over the years so that Daimler paid out 36 billion U.S. dollars down the drain.

"Foreign Management": ThinkPad since Lenovo has been in the bag, how to re-find the focus of Lenovo?

Rees: Strangely enough, we had thought that the IBM acquisition deal is good, still lose Lenovo PCs to create a global brand opportunity, but as a global brand, the company launched the world's English name Lenovo, are in English speaking people read them, like an Italian dessert!

On the other hand, ThinkPad notebook computers name is the name of choice for global brands. Of course, there have to make sacrifices. ThinkPad notebooks represented. Our proposal is: cut down desktop PC business, focusing on notebook computers, at least in markets outside of China first adopted this strategy (this is not a bad idea, because the market has moved from desktops to laptops in transition).

In addition, we recommend focusing on one important feature of Lenovo. Our proposal is: for the ThinkPad Configuration longer battery standby time, may be eight hours of standby time. In this way, the company will be able to ThinkPad branded a "can stand to use a laptop all day."

This is somewhat similar to the strategy of BMW. BMW has developed to bring the driver to control the fun car. Then they focused on this theme - the "ultimate driving machine." Today, BMW is the world's best-selling luxury car brand, more than the Mercedes - Benz.

Can not understand the brand "civil war"

"Foreign Management": In recent years, the marketing Lenovo launched ideaPad action also includes the brand, and the ThinkPad brand and forming the pattern of dual-brand operation. How is your view?

Rees: ThinkPad is IBM acquisition of projects with the greatest potential, and the best part. Introduction of the product named ideaPad will cause confusion among consumers, will also produce its own damaging effects on the ThinkPad. You may know that Lenovo has introduced a heavy-duty workstation products had called "ThinkStation".

But the ThinkStation, and its two major brands ideaPad mistakes. If competitors introduce and ideaPad named products ThinkStation Lenovo should sue them! Why? Because these two names make ThinkPad cause confusion - but this is the Lenovo launch their own.

"Foreign Management": In the past few years, the 2008 Olympic Games the largest global partner is a public relations event association. To join the global TOP Olympic program, the value of the international association be?

Rees: Olympic global partner program associate at least the international market, not a good investment returns, it is often more suitable for those who wish to disseminate information to all brands. Coca-Cola is in line with the standard brands. Lenovo to do is to narrow the focus, targeting a market segment with greater strengt

编辑 | 于斌

出品 | 潮起网「于见专栏」

一直以来，手机品牌入局笔记本电脑行业其实都算不上什么“大新闻”，毕竟类似华为笔记本电脑之前的成功经验就已经给各大手机品牌树立了一个良好的示范。

只是让人没有想到的是，作为手机行业的新秀，尚未在竞争激烈的智能手机市场获得足够地位的Realme会那么快选择涉足。

作为品牌旗下第一款笔记本电脑产品，Realme Book给出了一个相对比较不错的新品亮相。

根据官方介绍显示，该款笔记本电脑产品采用的是最新的英特尔酷睿第11代处理器，号称“同级最优”的3:2比例、14英寸LCD屏幕，拥有2K的分辨率，支持全功能的雷电接口，下设i5+8GB+512SSD和i5+16GB+512SSD两个配置版本，价格分别为4299元和4699元。

值得注意的是，Realme Book i5+16GB+512SSD版本在新品上市促销期间还有四百元的折扣，也就是说消费者在此期间只用花4299元就可以买到它。

此外，在双哈曼顶级扬声器+DTS音效、大象声科提供的双麦克风AI降噪、十一小时超长续航和65W PD疾速快充等配置上，Realme Book也亮点十足。

那么，相比于过去几年以华为、小米等为代表的手机品牌在笔记本电脑市场上的布局，Realme Book的推出是不是代表着手机品牌现在已经完全可以“玩转”笔记本市场呢？

从Realme Book的整体设计上来看，其主打的似乎是在具备一定生产力的超极本方向，三比二的屏幕比例契合了办公需求，屏幕在色域、色准等维度表现良好，能够满足一些图形处理相关工作，再加上最新的英特尔锐巨显卡对于图形处理性能的提升，相信这一款笔记本在生产力表现上是能够满足一定日常需求的。

当然，我们还不能对于Realme Book的具体软硬件配置有更高的期待，如果你是注重性价比的用户，那么Realme Book显然不能和联想、惠普等老牌笔记本电脑厂商相比，毕竟它们多年的研发投入和销售覆盖使其在产品的具体体验上已经趋于稳定和成熟。

但如果你是一个看重设计、便携或新鲜感的消费者的话，那么Realme Book可能值得一试，因为相比于堆砌各种各样的配置，年轻的Realme Book可能并不具备优势积累，所以它选择将侧重点放在了产品外形和工业设计等方面。

客观来说，Realme Book这种产品思路与此前的华为、小米等非常类似，那就是通过超极本产品来主打差异化的市场竞争，避免与传统PC巨头的直接竞争，这也是智能手机品牌比较靠谱的市场切入路径。

智能手机品牌虽然在笔记本电脑产品的积累上不够丰富，但它们也拥有着传统PC厂商所不具备的优势，那就是它们往往有丰富的互联网营销经验和粉丝基数以及强大的线上销售渠道，此时如果手机品牌能够通过差异化的竞争策略树立起自己的笔记本电脑品牌，那么它可以将自身的优势“拿来即用”，进而抢占一些属于自己的市场空间。

值得注意的是，在智能手机领域的优势积累也可以提升智能手机品牌在笔记本电脑领域的优势。

在目前的笔记本电脑市场中，跨屏、多平台协作等一直是主流发展方向，在打通手机与笔记本电脑这个工作上，手机厂商永远有着更高的话语权。此前，苹果凭借iOS系统打通手机和Mac电脑，华为凭借鸿蒙系统打通旗下手机和电脑体验，这些都是Realme Book前面的成功案例。

不过，在具体的产品力层面，Realme Book前面虽然有着其它品牌的成功经验，但它自己似乎目前还不具备相应的实力。

一方面，在系统构建上，Realme现在还谈不上有多大的影响力，不论是在PC系统体验还是在手机系统体验上，Realme都还需要更多的创新工作来证明自己。

另一方面，Realme Book现在所表现出的生产力能力相比于市场上的同类型产品来说并不强，比如，作为一个笔记本电脑产品来说，Realme Book虽然实现了外形上的轻薄好看，但却是在牺牲更多实用功能的基础上所达到的。在接口配备上，Realme Book的侧边只保留了三个接口，分别是雷电接口、USB-C接口和3.5毫米耳机接口。

如果用正常办公本的要求来衡量Realme Book的话，那么它显然差的还远，暂且不谈实际的性能表现能否满足更多的实际使用要求，仅从目前的接口配备来看，USB接口基本是要被鼠标给占用了，耳机接口就不用说了，那么剩下的一个雷电接口能够满足日常投屏、插入优盘或移动硬盘、甚至连接其它移动设备的高频需求吗？

当然，这并不意味着Realme Book就不能满足比较重度的办公需求，像其它品牌推出的一些超极本产品一样，消费者也可以选择通过第三方的拓展接口来实现更多的连接，只是这种拓展让消费者更麻烦了一点罢了。

好在，在雷电接口和Type-C接口的拓展性上，目前市场上已经存在了大量产品，一拖三、一拖五甚至是一拖十，这可能是Realme Book这样的产品敢于优先选择产品轻薄性和外形观感、放弃一些拓展接口的原因所在。

总体来看，Realme Book在产品定价和亮眼配置的表现上还是可圈可点的，这让该款笔记本产品有点像Realme手机那样以良心的价格与配置获得一些消费者的喜爱。

只是不论是手机还是笔记本电脑产品，它们都不仅仅是配置堆砌那么简单，对于Realme Book来说，它还需要用后续的市场销售和消费者反馈来证明自己的产品易用、耐用度，希望Realme Book能像华为、小米等品牌一样在笔记本电脑市场站稳脚跟。

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