Analysis of Lenovo Globalization Strategy and Enlightenment to Chinese Enterprises/ANALYSE DE LA STRATEGIE DE LA MONDIALISATION ET DE L'ILLUMINATION DE LENOVO AUX ENTREPRISES CHINOISES

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Abstract

In the "global economy" background, corporate globalization is the trend. Focus of Enterprise globalization is that enterprises to choose a good globalization strategy. This thesis to associative Lenovo enterprises as example, highlights from Chinese companies to global enterprises experience and strategic choice of Lenovo, careful study on Lenovo's globalization strategy-investment strategy, brand strategy, marketing strategy, intellectual property strategies, and analysis of the enlightenment from Lenovo's globalization strategies for Chinese companies.

Key Words: Lenovo; Globalization strategies; Economic globalization

Résumé

A dos de "l'économie mondiale", la mondialisation des entreprises, c'est la tendance. Objet de la mondialisation des entreprises, c'est que les entreprises de choisir une stratégie de globalisation bonne. Cette thèse d'entreprises associatives Lenovo comme par exemple, les points saillants des entreprises chinoises à l'expérience mondiale et les entreprises le choix stratégique de Lenovo, une étude attentive sur la stratégie de mondialisation de Lenovo - Stratégie d'investissement, stratégie de marque, stratégie marketing, les stratégies de propriété intellectuelle, et l'analyse de l'illumination de stratégies de globalisation de Lenovo pour les entreprises chinoises.

Mots Clés: Lenovo; les stratégies de la mondialisation; la mondialisation économique

1. INTRODUCTION TO LENOVO

Lenovo Group was founded by 11 scientific and technical perople of Chinese Academy of Sciences investing 200,000 yuan RMBin 1984, in over 10 years, Lenovo Group has always been adhering to the "allow users to better" philosophy, has always been to provide with the newest and best technology products for Chinese customers, promoting the development of China's information industry. During the development of the company, Lenovo always carrying out innovation, achieving a number of significant technical breakthroughs, by these leading technology products of personal computers, Lenovo reached the top of Chinese IT industry, its market sales is always the first among domestic since 1996, the second quarter of 2002, Lenovo desktop computer sales into the world's top five for the first time.

By the end of March 2003, Lenovo Group sales had consecutive 12 quarters of access to the first of AsiaPacific markets (except Japan). Lenovo has grown into a large enterprise groups which diversified development in the information industry. Lenovo completed the acquisition of the IBM Personal Computer in May 2005, which marked the birth of the new Lenovo. New Lenovo is a highly innovative global technology company, made up of Lenovo and the original IBM PC Division. As a global leader in the world PC market, Lenovo carry out develops, manufactures and sells the most reliable and safe technical products as well as good quality of professional services, helping global customers and partners successful.

2. LENOVO GLOBALIZATION DEVELOPMENT PROCESS

One of the essential conditions og globalization is that has a global passage of brand identifies, but Lenovo followed 18 of English identifies "legend" has been rushed in multiple national. Lenovo PR announced of a copies information displayed, although "Lenovo" famous rate has up 90% in China domestic consumer , but in face "what do you think Lenovo of brand representative?", different consumer answers is not same. Against this background, Lenovo's decision to launch a new global brand and thorough combing and system promotion to Lenovo brand architecture.

In 2004, Lenovo formally was renamed "Lenovo" from "Legend".

On March 26, 2004, Lenovo made a significant strategic change: ending of a three-year of "services, high technology and global" to target strategic restructuring, return to "manufacturing". Lenovo had been made market share of around 30% in the area of China PC, but how to breakthrough growth is Lenovo's new problems encountered. …