摘要：本文对个人电脑行业进行了总体分析，包括市场成熟度以及未来的发展趋势。并选取行业标杆联想紧系更具体分析。分析了联想公司的经营策略，价格策略，品牌策略，营销策略，售后以及研发。
关键词：产业 个人电脑 市场成熟度 联想
1.Introduction
In 2010, the condition of PC industry stays stable, and Lenovo is still the top 1 brand in China. Compared with international brands, domesticate brands are less competitive but gain more market share than the year before. Nowadays, PC industry is one of perfectly competitive markets. So besides there are many new brands offspring, old brands such Toshiba and Sony change their strategy to compete in low end market to make more profits. In the future market, the industry will remain stable. Companies would pay more attentions to differentiation that develop more fashionable and individual computer.
2.Analysis of market structure
2.1 Market Concentration
From the data in the above, the index of CR3 has increased year by year, indicating that the top three (Lenovo, HP, ASUS) occupy a lager market share. Therefore, several entrepreneurs take control of PC market. Meanwhile, the index of HI increased rapidly, suggesting that the entire industry distributes less scattered. In conclusion, Lenovo, HP and ASUS have a stronger market power in China.
2.2 Main Factors affecting Market Concentration
2.2.1 Market Capacity
As the number of students who are the target consumers of PC surged, PC market is still potential. Besides, given the strong sensatory and acceptance, brand loyalty is easily built. However, with the practice of family planning, the increase would not continue, which decreases the market concentration.
2.2.2 Skills
The future development of PC industry mainly focuses on the following characteristics: 1) Ultra thin; 2) Dual view; 3) LFD
2.3 Barriers to Entry
In terms of economics of scale, more and more PC manufactories combine together. For example, a merger occurred between HP and Compaq.
In terms of skills, PC industry requires advanced and sophisticated technology that incurs the new comers.
3.Analysis of Lenovo
3.1 Differentiation
There are 4 units of Lenovo: ideapad, thinkpad, Yangtian, Zhaoyang, targeting different level and function demands of consumers respectively.
3.2 Business Strategy
3.3 Promotion
3.3.1 Emotional Appealing
Lenovo hosts marketing competitions and communicates with engineers to promote its products.
3.3.2 Cooperation with Olympics.
Lenovo puts its advertisements and logo in various sports games. In England, Lenovo invites an English Olympic champion as its spokesman to improve the image of the brands.
3.4 Price
The secret of Lenovo’s meteoric rise over the past ten decades has been its obsession with low prices. Based on the recession, that strategy enables Lenovo build its image of brand. Beside, Thinkpad is a high-end unit. So Lenovo combines the product lines to penetrate the PC market.
3.5 Brand Strategy
Recently, the CEO of Lenovo was interviewed, and he said that Lenovo will have only 2 units, Think and Idea, in the future. This strategy is clear because other units have transferred to those two in the last few years. Lenovo’s two units strategy helps it segment the market.
3.6 After-Sale Service
Lenovo is famous for it great after sale service. At present, service outlets nationwide. And consumers can get help from networks at any day. Lenovo set different series different services to meet the demands of consumers.
3.7 Research and Development
Lenovo is a hi-tech company and has a tradition of innovation. Lenovo makes a historic contribution to development of PC skills. The final goal of Lenovo is to improve the entire experience of PC owners and decrease the overall costs at the same time.