1、 Lenovos strategy of distribution About Lenovo Distribution strategy Lenovo distribution PK Dell direction QuestionsAbout LenovoLenovo was established in 1984. The company mainly produces desktop computers, servers, notebook computers, mobile phones and other products. In 1996, lenovo is located in
2、Chinas domestic market sales in the first place. Core values Customer success Integrity Precise realistic Innovation About Lenovo Distribution strategy Lenovo distribution PK Dell directionQuestionsintroduction of distribution According to the famous marketing master Philip definition, the distribut
3、ion channel is a commodity or service from producers to consumers in the process of transferring to achieve the ownership of the goods or services or help the transfer of the ownership of all enterprises and individuals. However, it does not include suppliers, auxiliary business, etc.8 main function
4、s 1. Information 2. Promotion3. Negotiations5. Order4. Allocation6. Logistics7. Financing8. Risks6 Characteristics Customer characteristics The product characteristics The characteristics of middlemen The properties of competition Enterprise characteristics Environmental characteristics 1994-1997 is
5、 the traditional distribution stage, Lenovo will own touch to all parts of the country through distributors and dealers. Relationship :business relationshipFeatures: layer upon layer distribution, inefficient management 1994-1997 Traditional distribution1998-2004, lenovo began to enter into the inte
6、nsive distribution，puting forward big lenovoconcept.The intensive distribution is that the manufacturers recommend its products through the responsible, appropriate wholesalers, retailers as much as possible . Such as daily product . 1998-2004 intensive distribution，puting forward big lenovoconceptI
7、ntegrated distribution strategy, say simply, is the customer product line and small and medium-sized customers product line separation. Faced with different customer,there are two kinds of marketing model.Putting the channel into the overall design,and coordinating with the division of Lenovo, they
8、are highly fit up. 2005-now Integrated distribution strategy CoreFeaturesRelationshipGoalsTo put lenovo and the channel as a whole,to make an integrative design,to clear the role of position and division, and to strengthen interaction,thus enhance the overall operation efficiencyintegrative design,
9、customer guidance,Professional division,collaborative work Lenove will work with partners to form closer strategic relationship, and will work with partners to share high, and updated information, and realize the precise , efficient and integrative operation systemfaster, higher, stronger. About Len
10、ovo Distribution strategy Lenovo distribution PK Dell directionQuestionsLenove distribution strategy Dell direction strategy advantage Market development speed Sales outlets, to provide the consumers experience and purchase Abandon intermediate channel, achieving the price advantage; Zero inventory;
11、 Rapid response, on-demand production; The convenience of electronic commerce disadvantage Dealers to produce cost between demand; With the dealer communication cost high; lack of efficiency in the information interaction and customer service, etc Credit risk problem; After-sales service problems; T
12、he cost of product support ConclusionLenovo cooperates effectively with distributors through the distribution pattern.Whats more, consumers can more convenient understand its products through a large number of sales outlets,thus Lenovo develops more rapidly and has a large proportion of the market. About Lenovo Distribution strategy Lenovo distribution PK Dell direction QuestionsQuestionss is what? Q1. What do we learn from the successful experience of the Lenovo integrated distribution? Q2. Why can Dells direct sales success in China and Lenovo can not? Thank you for watching
