联想电脑在泰国的品牌创建探讨Research on the creation of the brand in Thailand 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 收买IBM小我电脑营业使“Lenovo”品牌著名起来，只在一夜之间联想团体就酿成世界第三年夜小我电脑厂商，具有7。6％的全球小我电脑市场占领率。同时全球一切的IBM小我电脑营业行将酿成联想团体旗下家当，联想也趁此机会进入了泰国电脑市场，把泰国的IBM小我电脑营业酿成联想团体在泰国的家当的一支。不外，那时泰国电脑市场曾经有了几个首级厂商，并且很多竞争者也在剧烈地竞争。新来的“Lenovo”固然不轻易树立本身的品牌。5年以来泰国联想采取了各类各样的计谋，愿望能把“Lenovo”品牌定位在泰国年夜众花费市场中。现在成果究竟若何？就是本文要研究的目标。 为了剖析泰国联想在泰国树立品牌的进程，本研究起首运用SWOT剖析研究泰国联想的状态，然后经由过程品牌要素实际来剖析泰国联想所具有的品牌要素，并且运用美国粹者凯文·莱恩·凯勒（Kevin Lane Keller）的基于花费者的品牌权益模子（Customer一Based Brand Equit）来解析泰国联想的品牌战略。最初，经由过程停止问卷查询拜访研究泰国联想品牌树立的成果。 成果发明，现在泰国联想发明品牌的进程还属于早期的阶段，重要的战略针对树立金字塔上面两头品牌认别和品牌涵义。为了到达这两个步调，泰国联想采取口碑营销和体验营销为焦点计谋，泰语论文范文，举办了各类各样的线下运动，泰语专业论文，推出新产物和特价产物，介入IT展览会，扩大全国专卖店和专卖角落，资助奥运会等。从问卷查询拜访成果显出“Lenovo”的品牌认别和品牌涵义的水平照样很低。不外，泰国花费者对“Lenovo”抽象的懂得跟联想电脑努力发明的抽象类似。 笔者愿望联想电脑在泰国的品牌创立研究能为想在泰国创立品牌的公司供给必定参考。 Abstract: Buy IBM personal computer business so that the "Lenovo" brand is famous, only in one night, Lenovo Group became the world's third largest PC vendor, with 7. 6% of the global PC market share. At the same time all global IBM's personal computer business bank will lead to Lenovo Group's belongings, Lenovo is taking advantage of this opportunity to entered the computer market in Thailand, the Thai IBM personal computer business lead to Lenovo Group in Thailand the belongings of a. However, when the Thailand market has several heads of computer manufacturers, and many competitors in the fierce competition. The new "Lenovo" is not easy to establish their own brand. Since 5 years, the association has taken a variety of Thailand strategy, the desire to put the Lenovo brand positioning in the public market in Thailand. Now what is the result? This is the goal of this paper. In order to analyze the Thai Association process to build your brand in Thailand, Thailand this study first applied the SWOT analysis and study of the association of state and through the process of brand elements actual Thai Association of brand elements analysis, and the application of the United States Jakevin Ryan Keller Kevin Lane Keller, based on the consumer's brand equity model (customer based brand Equit) to analytical Thailand Lenovo's brand strategy. At first, through the process of questionnaire survey to study the results of the Thailand Association brand. The invention of the invention, the process of the invention of the brand in Thailand is still in the early stage, an important strategy for establishing the top two brands of Pyramid brand recognition and brand meaning. In order to reach the two steps, Thailand association to take the word of mouth marketing and experience marketing focus strategy, organized the movement of all kinds of lines, the introduction of new products and special products, intervene it exhibition, expand the national stores and specialty corner, finance the games. From the questionnaire survey results show that "Lenovo" brand recognition and the level of brand meaning is still very low. However, the Thailand consumers on the "Lenovo" abstract with the association of abstract understanding of the invention of the abstract. I wish Lenovo computer brand in Thailand, the establishment of research in order to create a brand in Thailand, the company will provide a reference for the enterprise. 目录: 封面 1-2 |
