目录摘要.............................................................1Abstract.........................................................2前言.............................................................3一、联想手机概况.................................................4（一）联想公司及联想手机.....................................41.联想公司简介.............................................42.联想手机的出现...........................................4（二）联想手机的发展历史及现状...............................41.联想手机的发展历史.......................................52.联想手机的现状...........................................5二、产品策略理论................................................8（一）产品整体策略...........................................8（二）产品组合策略...........................................8（三）产品生命周期...........................................8（四）新产品开发策略.........................................9三、联想手机产品策略分析.......................................10（一）联想手机双品牌策略....................................10（二）联想手机差异化策略：模块化手机........................10（三）联想手机新产品开发策略................................10（四）联想手机的产品组合....................................11（五）联想手机生命周期......................................11四、联想手机产品策略存在的问题.................................12（一）联想手机品牌打造无特点................................12（二）手机品质偏低..........................................13（三）坚持被众多手机厂商放弃的模块化........................15（四）创新剑走偏锋..........................................16五、联想手机产品策略建议.......................................17（一）用心打造品牌..........................................171.加强“联想”品牌手机辨识度..............................172.正确规划“摩托罗拉”品牌................................18（二）提升产品品质..........................................181.提升手机配置............................................182.做好系统优化工作........................................19（三）降低模块化更新成本....................................191.打造高配置新机..........................................202.取消捆绑销售............................................20（四）让创新走上主流道路....................................201.外观创新................................................202.在手机功能上的微创新....................................21结论............................................................22参考文献........................................................23致谢............................................................24摘要联想手机作为曾经的手机巨头，在经历一系列挫折之后，市场份额遭到严重的侵蚀，目前公司的销售量及盈利状况均十分糟糕。为改变这一状况，联想手机必须对产品策略做出调整来适应智能手机的新时代。本文首先介绍了联想手机的发展历史以及现状，以产品策略为理论基础，从质量、品牌、差异化以及新产品开发方面总结其产品策略的现状及问题，通过对问题原因的分析，以及对竞争对手成功事例的借鉴，给出了几点对联想手机产品策略的建议。关键词：联想手机品牌品质差异化创新ABSTRACTAsaformermobilephonegiant,Lenovo’smobilephonemarketsufferedseriouserosionafteraseriesofsetbacks.Thecurrentsalesvolumeandprofitabilityofthecompanyareverypoor.Tochangethissituation,Lenovomobilephonesmustadjusttheirproductstrategiestoadapttotheneweraofsmartphone...
