联想 俄罗斯市场攻坚有道

如果你在俄罗斯红场边的凯宾斯基酒店吃早餐,透过餐厅的窗子不仅可以欣赏到莫斯科河,一定也会看到河对岸巨大的联想户外广告——长400米、高20米——它是欧洲最大的户外广告。广告墙的另一侧就是克里姆林宫,以及拥有9个屋顶12种颜色的瓦西里升天大教堂。这里是一个无法被忽视的市场。2007年,一群联想人来到这里拓荒。他们的目标,是让联想的产品在俄罗斯的销量与形象"从蚂蚁成为大象"。营销向来是挑战企业、公司、商人的智慧、心力、眼光与道德的试金石。联想营销人在这里向读者给出了他们的答案。

Lenovo Moves into Russian Market

Lenovo's PC market share in Russia has increased from 0.9% to 5.5% in the past two years.Recent statistics from IDC show that Lenovo's market ranking has jumped from 13th to 4th.Lenovo has enjoyed domestic success owing to its powerful distribution network.In order to develop Russian market,Lenovo has been working with the channel sellers most of the time.After the channel system is built,Lenovo starts to push forward its focus.During the global financial crisis,Lenovo introduced Chinese credit and insurance company to provide capital guarantee for channel sellers.Two years' efforts bring Lenovo success in developing the new market and Lenovo starts to consider brand promotion.Lenovo is ambitious to be known and trusted by more people.Her future goal is to be ranked as 3rd in the market place within 3 years and to revive its Chinese business model in Russia.However,it is by no means simple copying.