Laptop channel and promotion plan

table of Contents

First, notebook computer marketing environment analysis. 2

Analysis of current laptop market conditions. 2

1. Current notebook market conditions. 2

2, competitive brand laptop analysis. 2

Laptop campus market environment analysis.3

1. Analysis of market demand of college students. 3

2. Competitive brand analysis.3

Second, the purpose of planning. 3

Third, Haier notebook marketing environment analysis. 4

Analysis of the advantages and disadvantages of Haier notebooks.4

1. Advantages. 4

2, disadvantages. 4

Haier laptop opportunities and threat analysis. 4

1. Opportunity. 4

2, threats. 5

Fourth, channel and promotion planning program.5

1. Product Strategy.5

2. Channel Strategy.6

3. Promotional strategy.6

4. Promotional strategy.6

V. Activity effects and evaluation.6

Sixth, the program argumentation and summary. 7 I. Laptop computer marketing environment analysis

Current analysis of the market situation of notebook computers

1. Current notebook market conditions

With the advancement of science and technology and the development of economic conditions, notebook computers have changed from high-end consumer goods to general consumer goods. The notebook computer market has also entered a mature stage from the growth stage, and the market scale has developed rapidly. In XX, the notebook market was 2.64 million units, with a growth rate of 135%. In XX, the market size was 4.4 million units, with a growth rate of 167%.

China's notebook market has been dominated by international brands for many years, forming international brands such as IBM, Sony, Samsung, Hewlett-Packard, etc., and Acer, ASUS, Dell, Lenovo and other brands occupy the mid-market market. The mid-to-high-end market dominates most of the notebook market, and other local notebook companies are operating in various markets in the form of market vacancies. Due to the lack of core technology, local notebook brands have been in a weak position in confrontation with international brands. However, with the continuous growth of technology and the continuous upgrading of the industry in recent years, especially the release of Intel and amd dual-core technology, the technical barriers of notebook computers are rapidly reduced. For the first time, local notebook brands have the opportunity to stand at the same starting line with international brands. on.

Since XX years, with the substantial price adjustment of upstream cpu manufacturers, various technologies have been continuously updated, and various notebook computer businesses have launched lower-priced notebook computers, mainly targeting the low-end market to attract ordinary consumers. However, in the notebook computer of the same price, the product homogeneity is serious, the configuration and performance are similar, and the notebook computer has gradually shifted from the competition in terms of products to the competition in brand and service.

In consumer psychology, brand means better value experience, better use of services, and better product skills. Consumers agree that brands are still concentrated on traditional brands, such as Lenovo, Hewlett-Packard, Dell, Asus, Acer, Sony, etc. These seven brands account for more than two-thirds of the Chinese notebook market. Although Haier laptop started relatively late, it has the strong appeal of Haier brand, based on Intel's strategic alliance, continuous innovation in product performance, technology and appearance, and its market share continues to increase rapidly. In the home and business notebook market, the record is brilliant, and the development prospect of Haier notebook computer market is very good.

2, competitive brand laptop analysis

According to recent survey data, ibm, Lenovo, Asus, Hewlett-Packard, and Dell all accounted for more than 61% of the notebook market. These brands are mainly engaged in PCs, with strong professional advantages, brand advantages, product research and development capabilities and channel advantages. The stable customer base they have cultivated over the years has also gained recognition from consumers. The ibm notebook is suitable for users of various consumption types in terms of specific configuration and function price. It is one of the most popular brands. Lenovo's Zhaoyang series, which aims at corporate and commercial users, Tianyi series, which leads the leading technology, and the Rising Sun series, which is leading the fashion and positioned in the low-end, has gained a great market share and brand attention. Asus has gained a competitive edge with a subdivided product line, a more detailed positioning of individual items, and a strategy that suits different groups of people. HP has a technological advantage, and its products for ordinary home users are highly competitive. Dell has segmented a stable and stable market with a cost-effective and unique custom direct sales model. The low-cost strategy of Shenzhou, known as the “price butcher”, also makes the low-end market less attractive. Laptop Campus Market Environment Analysis

1. Analysis of market demand of college students

According to the survey, the current penetration rate of notebooks in the student market is low, but the growth potential of the student market is huge. Student laptops are mainly used for learning, movies, chat and games. They demanded that laptops meet the needs of learning and audio-visual entertainment at the same time, and they run fast, with stable performance and excellent quality. Quality service and user-friendly functional design are also factors that students value. Students already have a strong sense of healthy use of computers and so on. There is a difference in the demand between boys and girls. It is worth mentioning that they have a very rational understanding of notebook products. Under other conditions, the brands determine their purchase results.

In purchasing decisions, students generally determine a budget range and then purchase a notebook within this range. The most demanding students are mid-priced budget laptops, and the price/performance ratio is the main indicator they consider.

2. Competitive brand analysis

At present, the main occupants of the student notebook market are Lenovo, Dell, HP, IBM, Sony and Asus. They account for more than 86% of the student market.

These brands basically focus on the high-end, relying on cost-effective sales. Each brand has a model that fits the student market and its own competitive advantage. Lenovo has won the favor of college students by relying on the “Rising Sun” series suitable for students and excellent after-sales service. Dell notebooks have the highest cost performance and high quality and have achieved high usage rates. Hewlett-Packard relies on its outstanding performance and audio and video features to launch a series that is suitable for students' spending power. Ibm has the highest support rate and has a large share in the middle and high end of the student market. Sony's high-performance, high-quality audio and video entertainment and the pursuit of fashion and portability, although higher prices, but also entered the student market. ASUS's more detailed single product positioning, launched a model for the student population, and gained the reputation of "student machine maker".

It can be seen from the analysis that these major competitive brands are playing the "high cost performance" trump card in combination with their own differentiation advantages, and differentiation is the premise to win the market. Second, the purpose of planning

According to the above market situation of notebooks in China, ibm, Lenovo, Asus, Hewlett-Packard, Dell and other well-known brands account for the main market. The student market is dominated by well-known brands such as Lenovo, Dell and Hewlett-Packard. Everyone knows about Haier freezer, air conditioner and other home appliances, but Haier laptop is little known. The purpose of our planning is to promote the brand quality of Haier notebook computers to the majority of college students, so that the students can understand the performance and configuration of Haier notebooks, especially the characteristics of Haier notebooks, so that the students agree that Haier notebook is a Suitable for college students to use computers to improve the awareness of Haier notebooks, thus increasing the market share of Haier notebooks in various universities.

Third, Haier notebook marketing environment analysis

Analysis of Advantages and Disadvantages of Haier Laptops

1. Advantages

Higher brand value. As one of the most recognizable brands in China, Haier has the most extensive user resources in China. With the service and quality image created by the brand for many years, Haier can quickly establish the image of Haier notebook computer in the campus market, making the campus market a preference for Haier notebooks.

Perfect channel system. Haier's original channel resources provide valuable resources for the establishment of Haier's notebook sales system, which will help Haier's notebook computer to develop rapidly.

Adequate financial security. Haier Group's annual sales have reached more than 100 billion, providing a reliable guarantee for Haier notebook research and development, design, promotion and other aspects.

Product development capabilities starting from the student market. Haier notebooks have values ​​that focus on customer needs, which are unique among domestic brands. Haier Computer is the only domestic brand that has its own notebook manufacturing plant. In XX, Haier and Intel established an innovation center. This year, Haier will also establish its own laptop R&D center. These will help Haier to upgrade its products at any time.

service advantage. Haier's good after-sales service system provides a reliable guarantee for the after-sales service of Haier notebook computers.

2, disadvantage

The ability to strengthen the brand extension. Haier's home appliance brand image has been deeply rooted in the hearts of the people. How to understand the real needs of it users in a short period of time, and complete the professionalization of product design and marketing concepts, has become a problem that Haier needs to solve.

Management team stability and predictability. Haier Computer has absorbed many professionals from the industry, but the stability of its industry team is an important reason why many brands cannot develop steadily. The operator of Haier Computer comes from the home appliance industry. The team led by Gao Yicheng can accurately predict the future trend of the IT industry, which is related to the success or failure of Haier Computer. Haier laptop opportunities and threat analysis

1. Opportunity

The untapped market has great potential. According to the survey, more than 33% of the potential market for campus notebooks has not been developed, which is a huge market. On the university campus, the unique needs of the college student community have become the dominant force in the market, which provides a new opportunity for Haier notebook computers: it is Haier's advantage to dig deeper and meet the needs of college students.

The pace of notebook replacement for desktops is accelerating. As the notebook computer market matures, prices continue to fall, and new products that focus on user needs are emerging, the pace of laptops taking over the traditional desktop PCs in the minds of users will be further accelerated. The campus market will usher in the peak of the popularity of laptops.

The technical environment is good. Every technological innovation in the notebook market brings new market opportunities to competitors. Technical support can make the campus market demand that could not be met possible. Haier notebook is relying on the necessary technology to develop and develop the eye-opening computer. This will greatly increase the share of Haier notebooks in the campus market.

2, threat

The price competition is very intense. Domestic manufacturers still can't change the price war situation, and the international brand impact low price makes the notebook market profit decline. Haier notebooks play a differentiated strategy with lower profit support. According to the survey, the campus market has a certain sensitivity to prices, so the price will be a weakness of Haier laptops without establishing an advantage.

Brand attention is low. There is no Haier brand among the top ten notebook brands that are most concerned about on campus. In the notebook industry where brands are the determining factor of purchase, Haier notebooks are at a disadvantage in market perception. This is because the potential market cannot change the Haier brand's origins in home appliances, and it is not professionally recognized in notebook products. If the stalemate cannot be broken as soon as possible, the prospects of Haier notebooks will be threatened.

Summary: Through research and analysis, the student market has great potential, and Haier notebooks fully meet the students' preferences in terms of key attributes, so Haier notebooks should vigorously develop the student market. However, currently the top notebook brands in the minds of students are mainly ibm, Dell, Lenovo, etc. Haier notebooks are basically not interested in students. The main reason for this is that Haier notebook has no brand advantage. Students don't know Haier notebook and don't trust it. In response to this problem, Haier notebooks should make efforts in publicity and promotion, establish awareness and awareness, and form a word-of-mouth effect on this basis. Fourth, channel and promotion planning

In order to achieve the goal of increasing the market share of Haier notebook computers in the student market, based on the above analysis and conclusions, combined with the actual needs and psychological needs of university students, we have carried out the following publicity and promotion strategies for the university students market.

1, product strategy

First, the “Running Eyes Computer” is a propaganda point. Students with computer experience strongly need a green health and eye protection screen. And this is also an important strategy for Haier notebook differentiation. Therefore, we give full play to the ability to meet the needs of the eye-catching, and take the "running eye computer" as the positioning, give full play to the advantages of Haier notebook.

Second, dual-core power and high performance. Utilize the high performance of dual-core technology to meet the needs of students to quickly access the Internet and perform multiple tasks at the same time, giving users a good experience.

Third, highlight the audio and video entertainment features. At the same time, a major part of the student's entertainment life is watching movies, so they are very concerned about the audio and video effects of the notebook. They are very interested in high quality visual experiences and surround sound effects. Haier notebooks should focus on widescreen, independent display cards and high-quality sound to meet the huge demand of students.

Fourth, fashion, humanized design. For laptops, students pay attention to the look and feel of the human body. Haier notebooks should take advantage of the stylish look to meet the student's fashion needs, and use ergonomic design and large keyboard design to provide users with a comfortable experience.

2, channel strategy

As domestic appliance companies such as Haier, TCL, and Hisense have joined the ranks of the computer market, the sales channels of notebook computers have gradually changed from traditional professional computer cities to chain appliances. According to the survey, the main channels for students to choose to buy computers are computer cities, specialty stores and home appliance stores. Therefore, Haier notebook channel selection should be computer city, specialty stores and home appliance stores, or the channel structure of the choice of regional agents.

The amount of laptops is large, and students choose which brands to buy after making a careful comparison, and they need more support from the terminal, such as credit guarantees. Haier notebooks need to open up computer cities such as Olympics and Digital Plaza, and home appliances stores such as Suning and Gome. At the same time, you can build your own store and build your own agent system. Care must be taken when selecting middlemen and channel members. Training and assessment of channel members should also be very serious, giving consumers a sense of trust and sincerity.

3. Promotion strategy

The most attractive ways for college students are to increase allocation, extend service deadlines, discounts, and give affiliate files. One of the most attractive is to increase the configuration. We can consider the appropriate allocation of products according to the situation, or use the reputation of Haier's star service to attract potential users, or give some key supporting files such as computer bags and mouse keyboards to facilitate sales.

The channels for students to obtain promotional information are mainly online inquiries, and users and friends who have experience in using it are introduced. The introduction and promotional materials for sales people are very small. In view of the actual situation, Haier notebooks will directly contact consumers with this focus on developing online promotion channels to achieve effective communication purposes. Since the popularity of Haier notebooks is not high, we can consider using the Internet to promote the Haier notebook brand.

4. Promotion strategy

In line with Haier notebook's existing and design sales channels, we can carry out some publicity and promotion activities on the campus at the same time, so that the students can know and understand Haier notebook computers and their sales channels, after-sales service stations, and facilitate the purchase of students. Use, and build student trust and loyalty. The specific promotional activities are as follows:

Campus Network Promotion: Each school will have its own school website, which will put Haier's laptop promotion and activities on these websites;

Campus radio: publicity of school broadcasts during the pre-event period and after a period of activity;

Campus Banner: Hanging Banners on Campus in the Early Stage

Campus poster: put a poster on the school bulletin board;

Campus Flyer: Produce a simple leaflet that provides a basic introduction to the basic introduction of the event; strive to be distributed to student residence halls and classrooms. V. Activity effects and assessment

Through the promotion and promotion of Haier notebook computers and a series of activities in colleges and universities, college students have greatly improved their understanding of Haier laptop computers. The quality, service and brand image of Haier notebook computers have been accepted by college students and parents. As agreed, the purchase rate has increased. The event took the effect of publicity and popularization, which improved the company's reputation and product popularity. Sixth, program argumentation and summary

In the research and design process, we used the market research method, quantitative and qualitative analysis method, and expert opinion method. Through research, we found that:

1. The popularity of notebooks in Henan Urban Construction College is low, and most students do not know or understand the brand. However, the growth potential of the student market is very large. Many people express their willingness to use Haier laptops after understanding the quality and performance of Haier notebooks. Haier notebooks can increase their market share and consumer psychology share in colleges and universities by matching the needs of students with the appropriate price and usual sales channels.

2. Through the survey and analysis of students' preference and expectation of urban construction college students, it is known that students use computers for a longer period of time, so there is a potential demand for eye protection.

When students buy notebooks, price, configuration, after-sales service, etc. are the main factors they consider. Therefore, Haier should provide laptops for students to accept the price at campus, and provide optimal configuration at this price. The cost-effectiveness of the notebook computer must be matched with the high-quality service and user-friendly function design. Boys and girls have certain differences in demand, and adopting differentiated marketing methods is conducive to achieving the same effect in different consumer groups.

3. Information channels and purchase channels also have an important impact on students of the City Construction College. The network of university campuses is very fast. Many people get information from the Internet. Therefore, Haier notebooks should pay more attention to passing product information to students through the Internet. Establish a word-of-mouth communication effect and strive to improve the reputation. In terms of channels, at this stage, major specialty stores and computer cities should cooperate with home appliance stores. Although the development potential of online shopping is relatively large, it is not suitable for the campus promotion of Haier notebooks at this stage.

4. Haier's use of increased configuration should be the most popular promotion method for students. Of course, there are other added value. Multi-party surveys show that the allocation is important in the student's psychology. Therefore, this factor should be taken as the primary factor in the process of marketing to students. One of the publicity points.

5. Urban construction college students generally have a high awareness of the brand “Haier”, but they don’t know much about Haier’s notebook. This is the most important factor in Haier’s current low market share. Experts believe that Haier should adopt a practical and effective promotion method that is easy for students to accept on the campus, so that students can experience Haier laptops and have more opportunities to learn and understand Haier notebooks and strive to improve Haier. The recognition of notebooks in the minds of students, in order to improve the campus market share of Haier notebooks, thus achieving the success of Haier notebooks.

According to the survey results and expert opinions, Haier notebook computers promoted a series of publicity and promotion activities on a university campus, and achieved the expected results, expanding the market share of Haier notebooks on campus, leaving a good record for the students. The impression has increased brand awareness and loyalty. In short, the event achieved good results.