(1) Split product line Keywords: Model integration acquisition, New Lenovo will have more than ten series of nearly two hundred models of notebooks (including models that are not sold in China and non-use special notebooks), this product The excessive elongation and model of the line will seriously affect the company's promotional effect, and will also generate a new Lenovo's same level of the notebooks in the notebooks in the notebooks that have an ideal disabled situation.
Therefore, in the next 18 months of transition period, new Lenovo must be integrated to all of its series: integrate the same level of notebook into a series, focus on development and targeted launch, unspeakable series, cancellation The series of development prospects, through the gradual integration of models, and finally form a clear series (level) boundary line, allowing customers to make more easily select product models suitable for their needs.
(2) Product positioning Key words: Where is the IBM International Commercial Machine Company is often called a blue giant, and the management will give him another name "from the giant of the grave", why said this ?
Before IBM implemented the current softening strategy (in software, service, and consulting as the main business), IBM suddenly went to the peak after his hardware service reached the peak, and he found three major mistakes at this time. The first one is because of arrogant and forgot where the customer is.
Although Lenovo is still insufficient to compare with the glory of the IBM Personal Computer Division, there is no peak in the PC industry, but it is now facing the same problem facing IBM, that is, where the customer is.
Although the same is the PC industry, the IBM Personal Computer Division is a high-end route, which is mainly commercial users who are not sensitive to price; and Lenovo is a medium and low-end route, and they face the price More sensitive customers. After the acquisition, how to adjust these two development routes, if you take high-end route, whether the original Lenovo customers will purchase new Lenovo products, the external image of the new Lenovo and whether the inner quality supports high end Two words; if you walk the low-end route, the old customers of the IBM Personal Computer Division will purchase new Lenovo products, which can be some senior users, at least from the current netizen investigation and market reaction, the loss is not only It is only 10% of the customer expected by Lenovo, and there is still a group of people who are rushing to buy the last batch of original orthodox IBM. After this; only the remaining in the middle and high-end route Maybe this is more suitable for the cultural thoughts of the Chinese dome, maybe this is best for China's current basic national conditions, but don't forget that Lenovo after the acquisition has become a substantive international company, all decisions must be from the global strategy. Background Considering, in the international, Lenovo, who has just been turned into a turbulent symbiotic period, can have the challenge of HP and Dell's two giants in the international mid-China market.
Throughout the current situation, New Lenovo can only take the mid-end route of the old Lenovo in China, and walk the high-end route of IBM internationally, but this can only be a moment of power, time will become Class: This is the Lenovo acquisition of IBM Personal Computer Division or IBM Personal Computer Division acquisition of Lenovo? After the acquisition, the new Lenovo now plans its own product positioning in your global strategic development plan, which seems to be very difficult.
(3) Brand image Keywords: noble, noble, consumption is a quality of life, consumption is a life demand. In this acquisition game, IBM represents noble quality, meets the highest level of demand and gives a successful person; while Lenovo represents consumer demand, meet the minimum needs and give people one The impression of the usual mass, which has formed two extremes. When these two mutually exclusive brand images are reflected in the new banks, the internal contradiction struggle will come to life, and they have the company resources. The competition will seriously affect the company's overall benefits, and now I want to adjust these two contradictions and develop your own unified brand image. (4) Brand integration keyword: joint brand, trademark portfolio according to Lenovo's plan, in 18 months after the successful acquisition, starting using joint brands in 18 months, by the end of 2009, with IBM brand five The expiration of the annual license agreement, New Lenovo will use your own independent brand. However, during the 18 months, during this time, the joint brand will appear in the form of the joint brand, and the current reports of major media are not the same, and only the Lenovo in the joint brand trademark combination. IBM, ThinkPad will be doped, how do new Lenovo arranged these words?
First of all, the three letters of IBM can not appear or cannot be in the trademark, because the momentum of IBM is too large, which will cause a sense of imagination that Lenovo is acquired by IBM, although Lenovo is really intentionally Borrow IBM's Dongfeng, but by IBM is never wanting to see, this seems to be in Lenovo ThinkPad, a trademark combination of IBM PC trademark ThinkPad, but I don't know how Lin I want. Although the words in the trademark combination of this joint brand are arranged, although only a simple combination of words, the connotation of the arrangement order is of great significance, maybe it is because this factor leads to the end of Lenovo, and the unable to announce the joint brand. Trademarks.
(5) Sales method Key words: 1 1 store, Experience Center Although Lenovo and IBM have carried out online ordering business, its sales in overall sales are still very small, these two brands of PC The sales method taken is mainly stored, and the Lenovo takes 1 1 store and IBM takes the experience center, and the independent declaration system adopted by Lenovo, the agent distribution system taken by IBM.
From the domestic investment, Lenovo has developed maturity, and the channel construction has also been complete, and the development of IBM agent distribution system is obviously lagging behind the alliance in China; but in the international market, this order is completely reversed, and Lenovo is independent. The fallback contrast to the IBM agent distribution is greatly higher than the domestic.
If Lenovo's comprehensive conversion has become an independent distribution system, it is not accepted by the domestic market in the short term; if Lenovo's comprehensive conversion into agency resident system means giving up the IBM bought by Hua Our Price is constructed in 20 years. International sales system, so left nor right, it is not right, it is difficult to go to the domestic internationally separated, the international market maintains IBM agent distribution system, and the domestic market maintains the stability of the original independent diverse system, waiting until 18 months After the end of the transition period, gradually start to transform domestic sales methods, or take regional independent management system, and now new Lenovo should make a decision.
(6) Channel adjustment Key words: reset agency acquisition, the adjustment of sales channels is inevitable, of course, this does not have any problems internationally, because the association is the sales channel of IBM in the international market, but in China Setting up agents have become inevitably, because Lenovo is impossible to set up two agent systems at the same time, which does not only lead to mutual competition between the exemptions, which will also promote the mutual competition between the two systems, and finally cause two defeats. No one is willing to let the product of Lenovo. Don't say "This is a good thing, Lenovo can learn Dongzhi to set up its own sales company, the product is sold by yourself, Toshiba is still worried about how to force the agent to take the initiative to end the agent contract, and now Lenovo actively exits. This is not better. "But don't forget, now I want to build your sales company now?" The answer is definitely no. In this way, in the event of a high-speed development, Lenovo has the ability to adjust to a large-scale channel adjustment of the domestic market, reset agency, and the original distributors of the two companies will face a reshuffle. When all development trends have become a bureau, the new Lenovo can only be able to continue the previous provincial general agent or the development of new national general agents or some of the Southeast Asian distributors and what kind of time? Agent, this is not a simple question, any decision will have a loss, and now I want to make a choice.
(7) Technical Support Keywords: coverage, technical level From the current domestic situation, Lenovo and IBM have mainly taken the service station in the form of service stations, and not using so-called telephone services like Dell, but Lenovo and IBM's service station has not been the same, and Lenovo mainly takes the form of after-sales service station. IBM mainly takes the form of outsourcing to blue express; Lenovo's after-sales service station has deepened into most secondary cities in the country ( Including the office under the service station), IBM's blue fast-friendly large and medium-sized cities are not covered; Lenovo service station cannot perform chip-level maintenance, important maintenance to send to technology center processing, blue fast technology level High, some can already engage in chip-level maintenance.
In summary, it can be seen that the coverage of the Lenovo service station is high but the technical level is low, and IBM's service station is opposite. Now, when the two service stations form a resource waste, it has become a waste of resources, so the streamline of service stations has become inevitable, but because the blue fast is IBM and the China Railways joint venture established a special service service service Independent enterprises, so they cannot be merged with the existing after-sales service stations, so that Lenovo must make a decision: Is it giving up the original service station or give up Blue?
(8) Public relations strategy Keywords: radical, stable association and IBM public relations strategy and their product image, IBM is implemented by the radical public relations strategy, however, can be in the company, anywhere sales company Any product, Lenovo is a steady public relations strategy, all activities need to be used to do a good job in government departments, partners, market propaganda, and customer surveys.
These two public relations strategies may be related to the cultural background of Lenovo and IBM, but now Lenovo is internationalized, and it will be too suitable for being too stable. At least in the public relations strategy, only radicalism is successful, too steady, will only lose the market, now The market situation has changed in the inner concept, but it will be eliminated by the market after falling behind the market. Lenovo should change his public relations strategy.
(9) Project Bidding Keywords: Chips Remember that there are two sentences in MBA, one of them is "Your product must have personality, only without personal products will be cost-effective, some product never discharge cost-effective "There is also a sentence" Your product has personality and customer thinks no personality, you finished, your product has no personality, but customers think that there is personality, you succeed. " Nowadays a real project bidding has passed, an experimental school must build an electronic media classroom, call the manufacturer customer service consultation, Lenovo said that his product is the best price, and IBM said his own product technology has high technology, and has a powerful technology Support; call to the total price, Lenovo said the price is good, IBM said the best product is not the price, and finally IBM wins, although IBM's score table of the bid evaluation committee is lower than Lenovo However, the calibration committee adds 5 points of technical points to IBM. It is divided into one unit in the project bidding. The bidding unit will often be divided into 0.5, because 0.5 points often determine the winning and negative of a bidding Now I have added 5 points, and the results can be seen.
Maybe someone will say that the project bidding does not talk about cost performance? This is of course the need to say, just in the bidding, the cost-effective premiere of the bidding is as determined to buy the intention, the calibration committee is more emphasis on the inner factors rather than the external cost performance, looking forward to Lenovo in tender There is courage to call: "Lenovo products are the best, the price is second."
(10) Customer loss Keywords: Market confidence Lenovo predicts that the acquisition will result in no more than 10% of customers, including the US government order that may be lost in total sales, which is the actual sales volume. The loss of customers will not exceed 4%, I don't know how to reflect abroad, but from the current netizen and computer stores, the situation is not optimistic, and now I have 18 months from the brand, and I have five years from the brand. , The light is like a arrow, the time is urgent, and now, the Lenovo must have actions to firm market confidence, stabilize IBM's PC product customers and make them transition to Lenovo customers.
