200911

J A 1
........................................................................1
2

5
5
6
........8

12
12
13
...14

15
...15
...............................................................................18

21
..22
21 24

25
..26

29
..31

33

33
34
35
36
37
ThinkPad38

40

1963 GE

1968
1972
30
2001

USP

2004

2007 8

AB

2008 6 5

2008
20

-1-

-2-

 J A

GDP
209900
216100
221700
236300
305800
53500
1/6 GDP

20 60
70
80
90
2000
2010

-1-

GDP 34000

A J
1985
1985 9

10 22%10
21% 22%
18% 21% 18% 15%
1990
1 1 225 38916 2753 20 2009
1 1 225 8716 9034 20
77% 228%

AAmerica
JJapan
A J

-2-

10 3580 215 6%
10 3200 622 19.8%
10 3150 939 29.8%

10 4240 13

1994 2004 10
1%

2000

1970 1999
1994 2004
7186 17
6647 7 0.1%
5561 48 0.9%
4770 8 0.2%
4052 16
1636 2 0.13%
29522 32
0.1% J

A
1994 2004 2123
132 6.2%

10 100
1% 100 6%1%

J
A

6%
A
-3-

LG
TCL
J

TCL

1994 53.24
1995

2000 180 2005

2007 2595 1.98 3.15 2008
1994 6
10 2005
2007 182 230 380

CEO

-4-


A J

20

80

20 50

20 70

WTO
-5-

 30

CEO

1956 George
Armitage Miller 7 +/- 2
7
7

(category)( categoring)

-6-

2009
2009 2008

Coca-Cola

United States

68,734

IBM

IBM

United States

60,211

Microsoft

United States

56,647

-7-

GE

United States

47,777

Nokia

Finland

34,864

McDonald's United States

32,275

10

Google

Google

United States

32,275

Toyota

Japan

31,330

Intel

United States

30,636

10

Disney

United States

28,447

2009

IBM

G E

CEO

-8-

B2B

-9-

TCL

- 10 -


A
A J
A
J

- 11 -

26

2000

3C
20 3C
3C TCL
3C TCL
3C
TCL

- 12 -

99

500

Embassy
SuitesEstended Stay America
MarriottHampton Inns

C
Minute Maid Heart Wise
Tropicana

TridentTrident White
Nicocrette
FreedentJuicy Fruit
Extra
DentyneWrigleys

AquafinaAquaCalNico
Water JoeNursery

- 13 -


Googlebaidu

Budwiser
LiteUltraNewcastle

MGDIcehouseBusch

Samuel Adams(Anchor)Hefeweizen
Clausthaler 25
100 Samuel Adams Utopias

AB

AB

- 14 -

- 15 -

VCD

1.

GE
GE GE

50

2.

30 Compact Flash

- 16 -

3.

Horizon,
MuirAtkins, Keto
2005

4.

50%

Hans Wilsdorf 1908 7 2

16

5000

- 17 -

 C100
HELLO C

- 18 -

30

1961

30

QQ
QQ
QQ QQ

- 19 -

99%

- 20 -

:,
,

- 21 -

- 22 -

Red Energy

12 6 12

12 20
8.3 400

- 23 -

 21

21 iPod
MP3 iPodCreative Technology

2001 11 iPod 2000 7

MP3 Creative Nomad Jukebox
iPod 50 60 Creative Nomad
Jukebox

MP3 Creative Nomad II

Creative Nomad II MG 64
20 MP3

iPod IntelMicrosoft

Creative Nomad Jukebox7 iPod2

MP3 iPod----
MP3 Creative Nomad Jukebox

MP3
Creative Zen Portable Media Center
CD DVD
MP3
----
193 20 10.3%
11 1.18
iPod
MP3 1
iPod

21

- 24 -

2007 41
Glaceau

1927
1930

- 25 -


Altair 10

4 1000
5 1 10 1
14 1 1980
1996 2000
5000 2003 6

12

- 26 -

10% 10%

- 27 -

VI

4A

- 28 -

,
,:

GDP 20%

TCL
1994 24 2005
26

1%-2%
10

10

- 29 -

1886
70%
50 1950
1940 1950 1960
10 1961
5 4

50%

1879 40
1879

100

40 1926 Camay

1946

8 6 3
5

TCL
- 30 -

20
1931

MPV

- 31 -


LOGO LOGO

LOGO

CEO

100

- 32 -


2007 8

2007 3 28 2008 500

- 33 -


2007 4 27

14
3

14

- 34 -


2006 9 25

96 15000

GE

- 35 -


2005

2008
100%

100%

- 36 -


2003 10
9.9
2004

2001 3 22

300 160 CEO

10 10 13
40%

100

- 37 -

 ThinkPad
Lenovo
Legend Group2004 175 IBM PC
IT
AcerHP 19.1%DELL
15.2%

3
Legend Lenovo
IBM IBM
ThinkPad

ThinkPad ThinkPad Group

ThinkPad

4ThinkPad

ThinkPad

ThinkPad

ThinkPad

ThinkPad

- 38 -

 2007 F1 Lenovo
ThinkPad ThinkPad X61 Battery
Stretch 15% 12

ThinkPad

ThinkPad

2008 1 3 IdeaPad IdeaCentre

PC IdeaPad IdeaCentre
ThinkPad ThinkCentre

2008 1 31

3G

- 39 -

2009

A1A3A5 QQ3
QQ6MPVSUV
CrossB14 3P11B13

63
13 Scion 9

QQ

F3

- 40 -


2009

2009 5

===================================================

POSITIONING

FOCUS

MARKETING WARFARE

THE ORIGIN OF BRANDS

BOTTOM-UP MARKETING

11
THE 11 IMMUTABLE LAWS OF
INTERNET BRANDING

22
THE 22 IMMUTABLE LAWS OF
BRANDING

THE FALL OF ADVERTISING & THE

RISE OF PR

22
THE 22 IMMUTABLE LAWS OF
MARKETING

HORSE SENSE

 2009 12

:
:
:
:
:
:
:

161 27F
021-58778501 58778502
021-58778503
200120
china@ries.com.cn
www.ries.com.cn
www.categoring.com