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精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料联想IdeapadY450—NBA系列产品营销策划书营销特攻队组长：郭斯敏组员：李红娣、董鸿亮、赵思浩组队宣言：我们的营销，我们做主指导老师：张凤超副教授精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料目录一、执行总结····················································································3二、市场背景分析·············································································41、市场调查分析··········································································42、市场环境分析·········································································14三、营销环境分析············································································161、宏观环境因素·········································································162、微观环境因素·········································································173、行业概述···············································································18四、SWOT分析······························································································21五、目标市场定位············································································261、市场细分···············································································262、目标市场···············································································283、市场定位（产品特点分析）······················································28六、营销理念···················································································30七、营销战略···················································································311、校园代理战略联盟···································································312.关系营销（客户数据库）···························································37八、营销策略···················································································391、营销方案简介篇······································································392、广告计划篇············································································41Part1：联想IdeapadY450校园勤工助学广告·····························41Part2：“联想ideapadY450杯”环大学城管理学院辩论联赛··········44Part3：ideapadY450亚运行广告计划·······································46Part4：网络宣传计划·····························································483、校园促销系列活动篇································································48方案一：“ideapadY450杯”——环大学城辩论联赛策划案···········48方案二：ideapadY450亚运行················································544、ideapadY450高校营销效果篇··················································635、售后服务篇············································································64九、营销费用预算篇·········································································67十一、产品和服务危机篇···································································69十二、总结语···················································································74附录：联想ideapadY450大学生市场调查问卷精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料一、执行总结巅峰营销，高校打造，继天逸、旭日、祥云、thinkpad等电脑之后，中国联想在2008年2月15日又推出了全新子品牌产品IdeapadY450系列笔记本。IdeapadY450系列笔记本，是联想2008年度全新一代外观设计的主流笔记本。是针对追求高品质娱乐生活和具有强烈的求知欲的消费个人用户的需求而专项推出的产品，是满足新时代用户对于笔记本卓越性能与丰富的多媒体应用增值需求的最完美的平台。我们营销特工队小组为联想公司的IdeapadY450-NBA系列产品做了一个比较详细的市场定位与调查，通过企业及产品分析，营销特工队做了一份详细的高校校园品牌推广计划，希望借此提高IdeapadY450在校园中的影响力，达到提高市场占有率、提升联想品牌的知名度和美誉度的营销目标。产品选择此次活动中，我们的产品选择是价位在5000-10000元之间，适合中端消费群体的联想IdeapadY450-NBA系列笔记本电脑。市场竞争格局经过调研分析，我们发现当前笔记本电脑的市场竞争格局是处于惠普、戴尔、联想、宏基等几大品牌占据主要市场份额，其他小品牌兼容的市场竞争格局。（详见附件问卷调查及结果分析）。目标市场从价位范围和现有的联想IdeapadY450-NBA系列笔记本电脑的性能、型号设置、需求偏向等方面我们锁定的目标市场是广州高校大学生市场。营销战略&策略针对大学生这个目标市场，我们选择以校园代理组建战略联盟，建立以客户数据库为基础的关系营销。同时开展IdeapadY450亚运行、高校辩论联赛等校园推广活动为策略开展营销活动。精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料二、市场背景分析一、市场调查分析1调查背景为了更好地了解笔记本市场的消费者的需求情况，以及联想IdeapadY450在整个笔记本市场中所处的地位，，我们特此针对大学生笔记本市场进行了一次简要的市场调研活动。2调查目的本次调研活动旨在发现广州地区大学生笔记本市场消费的特点，潜在市场，以及联想品牌在大学生中的地位，从而为开展一系列的促销活动提供依据，为联想品牌的市场推广提供坚实基础。3调查对象及概况本次调查对象为广州地区各高校学生，按照一定比例进行抽样调查。本次调查以纸质问卷和网络问卷同时进行。纸质问卷采取随机抽样方式，共发放问卷200份，发放对象为广州大学城各高校。回收问卷194份，有效问卷189份。网络问卷以网络方式，通过各高校BBS，学生QQ群等进行派发，共收回问卷106份，有效问卷98份。本次合计派发问卷306份，分布于各个年级，回收300份，回收率98.4%，有效问卷287份，有效率93.8%。本次数据统计主要是用EXCEL录入数据，用SPSS分析且制作统计数据表。4调查具体内容及建议1、大学生电脑市场描述大学生群体在消费时追求知识性、时尚性、潮流化，强调“美感”、追求新奇、注重个性。在电脑消费上，他们也具有自己个性的特点。1.你的性别是（）A．男B．女2.你所在的年级（）精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料A．大一B．大二C．大三D．大四E．研究生调查结果显示，此次调查问卷分布年级、男女性别比例较合理。图1你的性别是男48%女52%图2你所在的年级A．大一31%B．大二21%C．大三28%D．大四20%3.你每月除去伙食费以外的消费额是（）A.300以下B.300-500C.500-800D.800以上调查结果显示，大多数学生的除去伙食费之后的月消费额不大，因此，可以估计，他们在选择笔记本等消费额较高的产品时，会相对慎重些。精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料图3.你每月除去伙食费以外的消费额是103134437020406080100120140160A.300以下B.300-500C.500-800D.800以上由于近几年来笔记本的价格一路走低，大学生拥有笔记本电脑的数量也随着攀升。统计结果表明，4.你目前使用的电脑是（）A．台式机B．笔记本电脑C．目前没有电脑当代的大学生是跟随IT科技发展的一代人，大学生们接触到电脑、网络的时间远比以往任何的大学生要长得多。那么，他们利用现代的工具—电脑，都在做些什么事情呢？对此，我们做了如下的调查。精品资料网（）25万份精华管理资料，2万多集管理视频讲座精品资料网（）专业提供企管培训资料5.你使用电脑主要目的是（可多选）（）A.高级配置用于专业学习B.普通上网、学习、办公C.看电影、听音乐等娱乐D.高配置用于电脑游戏E.其他020406080100120140