文档介绍：联想集团国际化营销研究
摘要
在中国经济一步步向市场化迈进、全球经济一体化趋势不断加快的情况下,我国企业在国际市场中进行国际化营销已经成为市场经济发展的趋势。但是如何发展中国的高科技产业,振兴中国的民族工业呢?这需要我们对中国企业的国际化经营进行研究分析。
联想集团作为我国IT企业的典型代表,是成功实施国际化经营的优秀典范。其国际化经营的成功实践,为我国其他IT企业的国际化经营树立了信心,提供了良好的学习榜样。联想集团国际化战略的成功,成功的国际市场营销战略是功不可没的。联想是在全球化市场中发展较为成功的民族企业,分析其国际化营销策略可以帮助我们了解我国企业实施“走出去”战略所面临的机遇与挑战,以及企业应当采取怎样的国际化战略。本文对联想集团的历史以及联想的国际化进程做了详细的介绍,并结合有关企业国际化营销的理论分析了联想目前所面临的威胁与挑战。最后,本文运用理论与实证研究相结合的方法,提出了对于联想集团国际化营销发展方向的几点建议。相信对联想集团国际化营销的研究与分析必然能为我国企业今后的国际化之路提供一定的借鉴与帮助。
关键词:国际化,联想集团,国际化营销,营销模式
THE INTERNATIONAL MARKETING RESEARCH OF LENOVO GROUP
ABSTRACT
As the extent of China’s market economy deepens and the trend of global economic integration accelerates, Chinese enterprises’ implementation of international marketing in international market is now the development tendency of market economy. Research and analysis of internationalized business operation of Chinese enterprises are required to answer the question how to develop China’s high-technology industry and invigorate our national industries.
As a typical example of Chinese IT enterprises, Lenovo Group has implemented a quite essful international operating strategy. Its essful practice helps the other Chinese IT enterprises build confidence and sets a good example for them in operating internationally. A proper international marketing strategy is essential to its ess in internationalization strategy. Lenovo Group is a national enterprise that has gained prosperity in global market. Analyzing its international marketing strategy could help us better understand the challenges and opportunities that lie ahead of Chinese enterprises when applying the “going global” strategy and what should be done to e internationalized. This article offers a detailed introduction of the history and the internationalization process of Lenovo Group. We also conduct an analysis of the menace and challenges before Lenovo Group, using relevant theories of business international marketing. Finally, after our theoretical and empirica