策划书表达清晰，层次分明逻辑性强，过程控制运用合理。2008联想IdeaPadY系列营销策划书Brainpower,GreatIdeaGuangdongUniversityofForeignStudies“2008联想IdeaPadY系列”营销策划书目录前言``````````````````````````````````````````````````````````````````1第一部分现状分析```````````````````````````````````````````````````21.1IdeaPad上市背景`````````````````````````````````````````````21.2市场现状分析``````````````````````````````````````````````````2第二部分目的和目标````````````````````````````````````````````````14第三部分战略选择`````````````````````````````````````````````````153.1目标市场``````````````````````````````````````````````````````163.2定位```````````````````````````````````````````````````````````163.3差异化营销````````````````````````````````````````````````````163.4产品```````````````````````````````````````````````````````````163.5价格```````````````````````````````````````````````````````````163.6分销渠道``````````````````````````````````````````````````````173.7促销```````````````````````````````````````````````````````````17第四部分促销活动具体方案（活动控制及预算）`````````````````````204.1新年购机优惠活动`````````````````````````````````````````````204.2“网络同学录”网页````````````````````````````````````````````234.3IdeaPad吉祥物设计大赛```````````````````````````````````````264.4以旧换新回馈老用户活动```````````````````````````````````````284.5新生购机优惠活动``````````````````````````````````````````````28附：调查问卷``````````````````````````````````````````````````````````32前言“Think之后就会有Idea”。自2004年12月，联想收购IBM的全球PC部门后，Think系列成为其在海外市场主打产品，一路创下商用电脑界的神话，它曾经登上世界之巅、跨越两极、深入水底、穿越峡谷、畅游太空；获国际大奖已经创纪录地超过725项；在全球500强企业占44％的市场份额······2008年1月3日，联想集团又于全球推出消费PC品牌Idea，正式进军全球消费PC市场。IdeaPad定位于个性时尚消费用户，与当代大学生崇尚个性与时尚的价值观不谋而合！为此，我们拟定以广州大学城十所高校的大学生作为目标市场，以IdeaPadY430作为先驱，制定营销策划，率先打开大学生消费市场，同时在学生群体中树立起联想良好的企业形象。在策划书中，我们首先对IdeaPad的上市背景做了介绍，同时分析了IdeaPadY430的市场现状描述，在对大学城的学生消费行为做抽样调查的基础上，进行了SWOT分析，发现机会，分析存在问题，为此制定了提升IdeaPadY430在大学生市场中的知名度和美誉度，进而提升IdeaPadY系列的知名度与美誉度，最后达到提高IdeaPadY系列的销量的营销目标.。为了达到这个目标，我们进行了缜密的营销组合分析，并以“关爱学子，关爱人才”为主题策划了一系列促销活动方案，共包含五个子活动。其中，我们将以“新年购机优惠活动”打响第一炮，以在广州大学城北亭广场举行新年晚会的形式吸引消费者。在新年倒数钟声的最后一秒，伴随着新年的到来，我们在人潮汹涌的北亭广场倒数现场的大屏幕上打出新年的祝福广告，同时宣布新年购机优惠活动的启动，并由晚会转入咨询、体验、现场预定。试想，那个场面将会在消费者的心中造成多大的震撼！？同时，我们也对活动的流程及细节上进行了团队讨论，并严格进行活动控制，做足活动的可行性分析及应急方案。相信Brainpower会给你带来无限的联想！Brainpower，GreatIdea!第一部分：现状分析一、IdeaPad上市背景2004年12月，联想以12.5亿美元收购IBM的全球PC业务，并且拥有IBM品牌5年的使用权。联想收购IBMPC部门后，Think系列成为其在海外市场主打产品。Think品牌拥有高端定位，价格昂贵，商务功能强大，外观朴实，更多走批量定购的路线。典型的商务机使得个人消费群体望而却步。为弥补消费PC市场短板，2008年1月3日，联...
