全球第三大pc厂商---联想集团 战略分析
一 行业环境分析
联想作为中国著名的笔记本,电脑生产商,位国民生产总是做出了巨大的贡献.制定一份有效的战略计划,无论是对企业本身,还是对国家利益来讲,都是有必要的.
企业简介:
联想集团有限公司
主营产品或服务:电脑,笔记本;
主要经营地点:北京
公司简称:联想集团
公司域名:Lenovo
联想集团成立于1984年,是由中科院计算机研究所投资20万元人民币,11名科技人员创办,到今天已经发展成为一家在信息产业内多元化发展的大型产业集团.2002年营业额达到202亿港币,目前拥有员工12,000人,于1994年在香港上市,是香港恒生指数成分股.2002年,联想电脑的市场份额位27.3%,从1996年以来,连续7年位居国内市场销量第一,至2003年3月底,联想集团已经连续12个季度获得亚太市场(初日本外)第一,2002年第二季度,联想台式电脑销量首次进入全球签五名,其中消费电脑世界排名第三.(数据来源: IDC)
自从2005年12月11日,联想完成收购美国IBM个人电脑事业部开始,联想正式成为世界第三大pc制造与销售商,从联想收购IBM pc产业部门,我们也可以看出美国的霸权主义的阻挠,进而我们不难反省下,中国在知识产权保护方面与西方国家之间的差距.
联想的宣传策略---广告
2006年4月28日,联想正式宣布,与西班牙巴塞罗那俱乐部达成合作.著名球星罗纳尔迪尼奥成为联想集团的全球品牌代言人.至于为什么选择罗纳尔迪尼奥作为代言人的时候,陈绍鹏(联想集团高级副总裁,大中国区总裁)表示,打造一个全球品牌是国际化新联想的重要使命,在本年,也就是2006年冬奥会期间,联想将正式把Lenovo品牌推向世界,拉开了联想全球品牌规广战役的序幕.这次签约,是联想全球品牌推广的一个重要组成部分.联想将在中国以及海外市场开展一场围绕罗纳尔迪尼奥的全球品牌推广战役,同时,将在中国带给广大客户多款基于Intel技术的极具竞争力的电脑产品.记入,具有创新技术设计,丰富的无线应用的天逸系列笔记本电脑.具有互动电视,高清晰影印表现的天骄S系列台式电脑,以及具有极限速度体验和EIY(enjoy it yourself)功能的锋行系列台式电脑.相信这些创新的产品将为中国的消费者创造精彩的互动体验.
联想之所以选择罗纳尔迪尼奥为代言人,应该还具有以下原因:联想做为世界第三大生产与制造商,与罗纳尔迪尼奥是当今世界上足坛的领袖级人物相匹配; 他也是巴西队成长最为逊色的年轻选手之一,1997年代表巴西队比赛参加17岁以下锦标赛,就获得了冠军和最佳射手,他以精湛的秋季而广受球迷的爱戴.年轻,新联想刚刚成立,全球营销刚刚起步.联想正是看中了他,领袖,精湛,年轻等特点.
联想扩大市场份额策略
创造”逸”生活,引领06年笔记本世上潮流
联想天逸系列笔记本的诞生,使得原本看起来有点痴人说梦的逸生活应用体验,正在向现实迈进.天逸系列的特点为,只要一键,电脑里所有的影音娱乐应用就可以任意玩转于用户的股掌之中.将有更多的用户选择这类便于操作的电脑.
市场渗透战略
此战略是通过更大的市场营销的努力,提高现有产品或者服务在现有市场上的市场份额.这一战略倍广泛应用于一下情况:现有用户对产品的使用率还可以显著提高.企业特定产品与服务在当前市场中还未达到饱和.(战略管理, 第八版, 第183页)
打破居室阻隔,笔记本掀起家庭无线革命
无线应用记录了笔记本发展的历程.从笔记本诞生之日起,笔记本就成为了商务人士和SOHO一族必备的办公用品,因此用户对于无线的需要更集中遇移动办公带来的广域无线连接以及据欲望的组建.
早在2003年,两项就把wi-fi技术运用到笔记本产品上.截至2005年底,国内网民人数已经达到了11100万,其中再家中上网的人数展到了总人数的70.5%,但是利用无线上网技术的(包括wlan,gprs,wap,edge,3g)只有9%,大多数人仍然坐在电脑前用宽带上网.(资料来源:中国互联网络发展状况统计报告)从以上的数据中我们可以看出:一方面,国内无线上网的普及率还相对较低;但是另一方面,家庭宽带上网用户的可利用资源已经相当的可观,需要加以开发和利用.
无线网络应用正在处于一个扶摇直上的高发展态势,随着笔记本的普及,其充当社会角色正在快速向商务办公用品和四人所属品和与了产品的角色转换.
笔记本角色的转变必然导致互用对于家庭无线应用日需旺盛的需求,当用户在家中笔记本电脑的实践越来越多时,家庭无线的需求也会逐渐旺盛,所以,厂商有必要,也有义务承担提起引导消费的重任,凭借专业的眼光和技术实力,正确的引导将有助于用户纠正观念,将笔记本充当台式机的错误观念扭转.
联想的品牌规广战略,对戴尔构成威胁
当前,所有的thinkpad笔记本上仍然打着IBM的标签,因此很容易让人们忽视一个事实,这是由一家中国公司生产和销售的产品.自从收购IBM pc以来, 联想在美国市场上一直保持低调.(赛迪网,2006年1月6日)
在2006年开幕的第十届ces大展上,联想发布了一系列的新产品.联想笔记本部门高级副总裁 Peter Hortensiu称:”2005年是整合与铺垫阶段,2006年将进入展示和推广阶段.”
要想使联想成为美国市场上家喻户晓的品牌,新联想可以通过纸煤和电视等宣传渠道,联想将在美国市场推出Lenovo品牌的台式机和笔记本电脑.Hortensiu说:”在美国,如果问汽车司机是否知道联想,他的答案可能是否定的.因此,2006年联想的目标是让人们知道联想.”
业内分析师都表示,联想的崛起势必对戴尔构成威胁.如果是我戴尔,那么我一定会担心,相信两家企业的竞争会日益激烈.(Laura Didio, 杨基集团)
成本控制战略
Pc业务在ibm手上亏损,而在联想并购后却盈利.原因最主要是在成本控制上.ibm的pc业务毛利率为24%,联想的毛利率是14%,但ibm的成本高,24%的毛利率没有赚钱,而联想控制成本的能力很强,所以结合在一起是优势互补.ibm高成本的费用中,一个是体系性成本高,pc部门分担了总部的很大部分的费用.而联想没有这部分费用;而是ibm的管理费用过高,ibm组装一台pc要24美元,而联想只要4美元,ibm的pc每年交给总部信息管理费为2亿美元,着部分压缩空间很大.ibm1000多万台,联想400多万台的销量加在一起,采购上极具优势,pc在ibm是软件和服务业务的敲门砖,只卖给大客户,不卖给消费类客户,联想踏入后可以将产品线拓宽,将整个市场空间运作起来.
在美国企业届存在一个很大的问题,当他们遇到麻烦时智慧按照原来方向加倍努力.正像挖金子一样,当你挖下20英尺但还没有发现金子时,你的战略会是再挖2倍的深度.但如果金子时再距你横向20英尺处,那么不论你挖多久也永远不会找到金子. (爱德华 德 波诺, 战略管理, 第八版, 第175页) 在美国市场存在这个问题,联想在深入进入美国市场时应该注意美国管理者这方面的弱势.
在中国经济高度增长20多年后,在不少领域,中国企业的国际化已经是一个大趋势.哈耶克关于扩展秩序的概念中提到:”中国企业开始面临如何向世界扩展自己的挑战.”企业也是一种扩展秩序,基业长青的跨国公司就是能在时间上一直延续,能在不同的空间都进行扩展的秩序.
在印度市场上,联想已经占有了50%.收购ibm以后,联想在接下来的两季度在印度市场连增50%.联想今后在印度还会努力发展更多的店面销售.由于中印都是人口众多的发展中国家,可以参考中国的模式,利用更广泛的分校网络和服务去拓展业务.(资料来源:北京那个日报,2006年8月17日)
多元化战略---联想移动
多元经营战略分为三种基本类型:集中化多元经营,横向多元化经营和混合型多元经营.从总体来看,由于企业越来越难于管理,多云经营的流行程度正在下降.60年代和70年代企业热衷于多元经营,其出发点在于避免对单一产业的以来.但是从80年代开始,这种战略思维出现了逆转,多元经营面临着威胁.但是,页有一些公司以自己多元化经营而感到自豪.例如: Pentair 公司, Blount International 公司等.(战略管理, 第八版, 第185页)增加新的,但是与原有业务相关的产品与服务被广泛地成为集中化多元经营.联想的移动业务正是属于这种集中化多元经营.
对于中国手机市场来说,2005年是个不安的年代.易美,科键,南方高科先后倒下,波导,夏新,tcl相继传出亏损警报.由媒体报道称这就是国产手机的宿命,而对于联想移动总经理刘志军来讲国产手机没有宿命.中国市场一定能够培育出强大的国际性本土手机品牌.从全国第九到第四.联想移动用了不到一年的时间.相比于联想移动超越了谁,排名第几,更值得我们关心的是联想手机社么时候出征海外等长远发展问题.而竞争对手所关心的是 联想明年准备推出什么样式的手机. 经理了三年的摸爬滚打的来年联想手机已经站在了行业发展的风口浪尖,成为一面旗帜.中国市场能否培育出强大的国际性本土手机品牌,这个几代中国通讯行业人共同的梦想,正等待着联想来推向现实.
前向一体化战略
此战略是指获得分销商或者零售商的所有权或者加强对他们的控制.当今有越来越多的制造厂商正在通过简历网站向用户直接销售而实现前向一体化.这种战略在一些产业中导致了混乱. (战略管理,第八版,第179页) 所以,联想应该尽量避开前向一体化战略,在公司的网站上,可以将授权的经销商列出来,供消费者查询.
人力资源管理战略
联想的管理文化是十分严格的,开会迟到几分钟就要罚站几分钟,禁止吸烟,杨元庆在卫生间里面抓吸烟的人.如果某位领导要推荐人进公司,必须要经过笔试,由三位副总裁签字后才可以.
企业的竞争,归根结底是人才的竞争.人才是企业的生命所在,如何管好人才,用好人才,培养和留住人才,则成为企业在激烈竞争中成长发展的关键.
灵活有效的激励手段
激励可以被定义为影响员工,使其为实现特定目标而努力工作的过程.在实施既定战略的过程中,雇员和管理者如果没有得到激励,那么目标,战略和政策都将很难实现.管理中的激励职能至少包含四种要素:领导,群体活力,交流和组织变化.如果一家企业的管理者和雇员在努力提高生产效率,这便一位着该企业的战略制定者是好的领导.好的领导者应与其下属简历良好的关系,重视部下的需求与忧虑,为他们树立榜样,信任他们.(战略管理,第八版,第149页)
有效的激励会点燃员工的热情,促使他们的工作更加强烈,让他们产生超越自我和他人的欲望,并将潜在的巨大内驱力是放出来,为企业的远景目标奉献出自己的热情。
如果想与市场上的领袖品牌抗衡,首先要充分认识到领袖的优势和弱势,并将其弱势转化为自己的优势.我们将dell与lenovo相比,dell产品相对比lenovo优势在于价格相对与同等配置价格要低很多,但是劣势就在于消费者不可以即刻取货,只有先付款,然后在五至十个工作日内用户才可以收到dell寄出的产品.而联想则不同,相比与戴尔的这个劣势,联想可以利用取货时间,效率上优于戴尔.竞争对少往往有一个最薄弱的地方,联想最大的任务就是集中优势力量对准这个软肋,发出致命一击.
联想的成功策略---舍弃法则
如果联想希望获得成功,必须学会舍弃一些东西,使自己的精力集中在能够成为 领袖 的产品上. 例如:
产品线,对于一个公司而言,拥有全部产品线是一件非常奢侈的想法
目标市场,类似于百事可乐.可口可乐是第一品牌,所以百事可乐舍弃了除年轻人以外的其他市场,将自己定位为年轻人的可乐
应激反应,对于任何一个公司来讲,都不不可能回应所有的市场变化而做出相应的变化的,联想也不例外.
联想战略管理模型分析--威胁,机会,弱点,优势(SWOT) 矩阵分析
组织擅长的活动或者专有的资源构成组织的优势。而劣势是指组织不擅长的活动或者非专有的资源，这些虽然是竞争所需要的，但是组织并不能独占它。（管理学，第208页）
管理者还需要评估机会盒组织面临的威胁。机会是外部环境因素的积极趋势，威胁是负面趋势。（管理学，第207页）
企业的经营是利益的博弈,经营战略无疑是企业经营的核心.
SWOT矩阵是帮助管理者制定如下四类战略的重要匹配工具: SO战略、WO战略、ST战略、WT战略.
优势:
联想拥有包括中国在内的大量市场;连续12个季度获得除日本外亚太市场第一;组装机器成本只有4美元;在印度占有50%的市场份额;成功收购美国ibm pc部门.
弱点:
相比与美国hp,dell和compaq等,lenovo品牌鲜为人知,
缺乏国际化管理人才
美国本土的保护,不能收到美国政府的订单
国际上一种风气,认为只要是中国制造就是价廉质低的产品
机会:
签约著名球星罗纳尔迪尼奥,让世界知晓了联想
奥运会全球合作伙伴,2008年北京奥运会制定赞助商
在中国制造产品,成本低于欧美市场产品
威胁
Dell,hp,Compaq和apple等老品牌的制约
其他品牌的崛起
人才的流失
So战略
让美国人,甚至是全世界人知晓联想 s4 o1 和 o2
Wo战略
成本低廉有利于竞争 w4 和 o3
St战略
应用渗透战略进入欧美市场 s1 和 t1
Wt战略
培养自己的国际化人才 w2 和 t3
总结
战略不是一个孤立的策略，而是一个动态的体系。在这个动态的体系内，有很多重要的组成因素，例如各种职能战略、企业资源和核心能力，这些组成要素在战略体系中的地位是有所不同的吗？是不是有些因素更加重要一些呢？是不是存在这样的关系：某些更具活力的战略因素影响或推动其他战略因素的存在形式呢？答案是肯定的，这种最活跃的因素就是战略驱动力。
对于联想来说，迅速地识别联想国际和联想中国的优势并且把它们协同起来，已经是目前最紧迫的工作。
国际化联想的成功在于在收购ibm pc部门前做了全面的战略计划以及财务预算.相比于ibm的高成本,新联想将ibm pc部门轻易的扭亏为盈.收购ibm pc部门只是国际化新联想的第一步.
参考文献:
1. （美），罗宾斯等著，孙建敏等译 管理学 第七版，，中国人民大学出版社，中国北京，2003
2. 中国人力资源开发网http://www.chinahrd.net/case
3. 联想集团有限公司官方网站 http://www.lenovo.com.cn/
4. 美, 弗雷德 R 戴维 著, 李克宁 译, 战略管理, 第八版, 经济科学出版社, 中国 北京, 2001 10
5. 刘红松, 战略管理新思维, 社会科学文献出版社, 2006年4月
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Tuesday, March 13, 2007
Business Communication Assignment 2006
Introduction:
Communication is one of the skills that should be acquired by all of us in our daily life.
Communication is the process of passing information and understanding from sender to receiver and feedback from the receiver back to sender. It is a transformation process that passes the meaning form one person to another (Gamble & Gamble, 2005, p5-7).
Usually, we consider that whatever we said or did is always clear enough and easily to understood. But in fact, others do not know the things as the same mean as we consider. We should open ourselves up in order to others can feel our activities as the same as we do (Mares, 2001).
In this essay, I will record an event in which I was involved and discuss the elements of communication model to the event and the manners that can be used to enhance the effectiveness of our communication.
Description of event:
I went to Shanghai for my summer holiday in July 2003. It was the first time for me to go to Shanghai. My father and I lived in an international hotel with a 5-star. We went to Shanghai from Yantai by air. We had booked the room before we came. When we arrived at the hotel, there was an Indian assistant help us to go to the room. There were two big baggages we had brought because there were so many daily things we had to bring. The Indian assistant helped us to carry the one of two baggages for us. When we arrived at our room, the Indian man was looked so tired because of the heavy baggage. My father told me that I need to give some fee to him. I agreed and took out 10 Yuan to the Indian; he stretched out and shook his head. With he looked so tired and shook his head, I gave him another 10 Yuan. But he still shook his head to me. My father came to the front me and gave the Indian man 50 Yuan, then back into the room. I looked the Indian in surprise. I was waiting for the next activity he would do it for me. Unfortunately, he shook his head again with a smile. I really despaired with the hotel, because the expense which we had paid to the hotel had already involve the service fee and we had given the Indian assistant other 70 Yuan for fee, but he still shook his head to me. I asked myself: “what did the man want?” Finally, I went back with saying “thanks.” “Thank you, sir.” said by the Indian. I was so confused at the time.
Analysis
The communication process involves the following elements:
People (senders and receivers), message (the content of a communicative act), channel (media through which messages are sent), noise (anything that interferes with or distort the ability to send and receive messages), context (the setting), feedback (information returned to senders) and effect (the communication outcome) (Gamble & Gamble, 2005).
We can improve communication skills by enhancing these elements and how they contribute to successful communication (Allen, 1998).
Event:
The communication process took place between the Indian assistant and I:
The noise can be referred as the same activity has the difference meaning in different cultures
The Indian assistant
My father and I
Non-verbal communication
“Shake his head”
Thanks
Noise
Selective
Exposure
Selective
Perception
Selective
Retention
ReceiverSource
Response
Message
Transmission
Encoded
Message
Intended
Message
Feedback from me that I though I understood what the man’s activity meaning was the fee is too little
Feedback
Desired Receiver
Response
With reference to this situation, the miscommunication occurs in the following areas:
People (sender and receiver):
A nod of one’s head form up to down is always recognized as 'yes' and a shake as 'no'. But in India, people would say yes but shake their head from left to right.
I didn’t bethink of that there was an Indian assistant would meet us in China because I haven’t known the culture differences between China and Indian. Especially the meaning of shaking one’s head is an opposite between us.
The Indian man didn’t realize that I may not understand his meaning correctly. He used his own manner to express his friendly meaning, but he didn’t realize that we translate his activity by my own culture.
Noise:
The Indian man and I are not realized to each other’s background and did not realize that there is different meaning about “shake one head” in different country with cultures.
Different cultures develop different rules for achieving the same task and people attach different meanings to the same events (Simpson, 2004).
Context:
The environment is quite hard for the Indian man to talk to us because he was too tired to say but only deeply breathe.
It is not fit for him to send his friendly message clearly via shake his head so frequency while he was communicating to a person from different cultures.
Background of both parties:
Both the sender (Indian man) and receiver (my father and I) are form different countries with different culture have the different backgrounds.
There is a clear indication on selective perception. The non verbal activity ‘shake one head’ is transformed as ‘no’ by me, while this is used to express ‘yes’ to the Indian man.
Messages:
Using C.K. Ogden and I.A. Richards – triangle of meaning model. We can see clearly that the non verbal “shake one’s head” may not be similarly perceived by everyone.
C.K Ogden and I.A. Richards-triangle of meaning model
Thought
Word
Objective
The non verbal activity “shakes one’s head”
To the Indian man: This refer to ‘yes’;
To my father and me: This refers to ‘no’
Lack of feedback:
I did not provide an effective feedback of whether I have understood what the Indian man means. In the event, after the Indian man shook his head, the only thing I did was gave him more fees, but did not ask him whether the fee is enough.
After the first time the Indian man shook his head, I still gave him fee, and repeat again. This worsens the mis-communication.
Feedback usually increases the accuracy with which information is passed form person to person (Gamble & Gamble, 2005, p211).
Implementation strategies
Since I had not met any Indians, I should try to learn morn things about the different cultures in different countries. Especially, there are so many opposite meanings with the same activities.
When the Indian man shook his head to me, I should ask him whether he means the fees is not enough to him or not.
pics can not be pasted.
copyright Li Siyi 2006
Communication is one of the skills that should be acquired by all of us in our daily life.
Communication is the process of passing information and understanding from sender to receiver and feedback from the receiver back to sender. It is a transformation process that passes the meaning form one person to another (Gamble & Gamble, 2005, p5-7).
Usually, we consider that whatever we said or did is always clear enough and easily to understood. But in fact, others do not know the things as the same mean as we consider. We should open ourselves up in order to others can feel our activities as the same as we do (Mares, 2001).
In this essay, I will record an event in which I was involved and discuss the elements of communication model to the event and the manners that can be used to enhance the effectiveness of our communication.
Description of event:
I went to Shanghai for my summer holiday in July 2003. It was the first time for me to go to Shanghai. My father and I lived in an international hotel with a 5-star. We went to Shanghai from Yantai by air. We had booked the room before we came. When we arrived at the hotel, there was an Indian assistant help us to go to the room. There were two big baggages we had brought because there were so many daily things we had to bring. The Indian assistant helped us to carry the one of two baggages for us. When we arrived at our room, the Indian man was looked so tired because of the heavy baggage. My father told me that I need to give some fee to him. I agreed and took out 10 Yuan to the Indian; he stretched out and shook his head. With he looked so tired and shook his head, I gave him another 10 Yuan. But he still shook his head to me. My father came to the front me and gave the Indian man 50 Yuan, then back into the room. I looked the Indian in surprise. I was waiting for the next activity he would do it for me. Unfortunately, he shook his head again with a smile. I really despaired with the hotel, because the expense which we had paid to the hotel had already involve the service fee and we had given the Indian assistant other 70 Yuan for fee, but he still shook his head to me. I asked myself: “what did the man want?” Finally, I went back with saying “thanks.” “Thank you, sir.” said by the Indian. I was so confused at the time.
Analysis
The communication process involves the following elements:
People (senders and receivers), message (the content of a communicative act), channel (media through which messages are sent), noise (anything that interferes with or distort the ability to send and receive messages), context (the setting), feedback (information returned to senders) and effect (the communication outcome) (Gamble & Gamble, 2005).
We can improve communication skills by enhancing these elements and how they contribute to successful communication (Allen, 1998).
Event:
The communication process took place between the Indian assistant and I:
The noise can be referred as the same activity has the difference meaning in different cultures
The Indian assistant
My father and I
Non-verbal communication
“Shake his head”
Thanks
Noise
Selective
Exposure
Selective
Perception
Selective
Retention
ReceiverSource
Response
Message
Transmission
Encoded
Message
Intended
Message
Feedback from me that I though I understood what the man’s activity meaning was the fee is too little
Feedback
Desired Receiver
Response
With reference to this situation, the miscommunication occurs in the following areas:
People (sender and receiver):
A nod of one’s head form up to down is always recognized as 'yes' and a shake as 'no'. But in India, people would say yes but shake their head from left to right.
I didn’t bethink of that there was an Indian assistant would meet us in China because I haven’t known the culture differences between China and Indian. Especially the meaning of shaking one’s head is an opposite between us.
The Indian man didn’t realize that I may not understand his meaning correctly. He used his own manner to express his friendly meaning, but he didn’t realize that we translate his activity by my own culture.
Noise:
The Indian man and I are not realized to each other’s background and did not realize that there is different meaning about “shake one head” in different country with cultures.
Different cultures develop different rules for achieving the same task and people attach different meanings to the same events (Simpson, 2004).
Context:
The environment is quite hard for the Indian man to talk to us because he was too tired to say but only deeply breathe.
It is not fit for him to send his friendly message clearly via shake his head so frequency while he was communicating to a person from different cultures.
Background of both parties:
Both the sender (Indian man) and receiver (my father and I) are form different countries with different culture have the different backgrounds.
There is a clear indication on selective perception. The non verbal activity ‘shake one head’ is transformed as ‘no’ by me, while this is used to express ‘yes’ to the Indian man.
Messages:
Using C.K. Ogden and I.A. Richards – triangle of meaning model. We can see clearly that the non verbal “shake one’s head” may not be similarly perceived by everyone.
C.K Ogden and I.A. Richards-triangle of meaning model
Thought
Word
Objective
The non verbal activity “shakes one’s head”
To the Indian man: This refer to ‘yes’;
To my father and me: This refers to ‘no’
Lack of feedback:
I did not provide an effective feedback of whether I have understood what the Indian man means. In the event, after the Indian man shook his head, the only thing I did was gave him more fees, but did not ask him whether the fee is enough.
After the first time the Indian man shook his head, I still gave him fee, and repeat again. This worsens the mis-communication.
Feedback usually increases the accuracy with which information is passed form person to person (Gamble & Gamble, 2005, p211).
Implementation strategies
Since I had not met any Indians, I should try to learn morn things about the different cultures in different countries. Especially, there are so many opposite meanings with the same activities.
When the Indian man shook his head to me, I should ask him whether he means the fees is not enough to him or not.
pics can not be pasted.
copyright Li Siyi 2006
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