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1、小米手機(jī)的營(yíng)銷(xiāo)策略研究小米手機(jī)的營(yíng)銷(xiāo)策略研究【摘要摘要】隨著經(jīng)濟(jì)全球化和手機(jī)市場(chǎng)競(jìng)爭(zhēng)形勢(shì)的加劇,國(guó)產(chǎn)手機(jī)企業(yè)為了與國(guó)外手機(jī)企業(yè)競(jìng)爭(zhēng),共同爭(zhēng)奪手機(jī)市場(chǎng)份額,提高市場(chǎng)占有率,這就需要國(guó)產(chǎn)手機(jī)企業(yè)在營(yíng)銷(xiāo)策略上發(fā)展和創(chuàng)新。北京小米科技有限責(zé)任公司自成立以來(lái)就備受行業(yè)的注目,火爆熱銷(xiāo)。本文采用個(gè)案分析的方法對(duì)小米手機(jī)營(yíng)銷(xiāo)策略的分析,根據(jù)其對(duì)市場(chǎng)細(xì)分和定位的獨(dú)到之處以及其對(duì)4P理論的巧妙運(yùn)用進(jìn)行了詳細(xì)研究,分析其優(yōu)缺點(diǎn),找到最適合中國(guó)手機(jī)市場(chǎng)發(fā)展的

2、營(yíng)銷(xiāo)策略,并據(jù)此分析未來(lái)小米向更深、更廣闊的市場(chǎng)發(fā)展的新的機(jī)會(huì)及戰(zhàn)略轉(zhuǎn)型?!娟P(guān)鍵詞關(guān)鍵詞】小米手機(jī)營(yíng)銷(xiāo)組合理論營(yíng)銷(xiāo)策略XiaoMiXiaoMiMobileMobilePhonePhoneMarketingMarketingStrategyStrategyResearchResearch【AbstractAbstract】Withtheeconomicglobalizationthemobilephonemarketcompetition

3、intensifyingDomesticmobilephonecompaniestocompetewithfeignmobilephoneenterprisesCommonfthemobilephonemarketshareimprovemarketsharewhichrequiresdomestichsetenterprisedevelopmentinnovationinmarketingstrategy.BeijingXiaoMit

4、echnologyCo.LtdgetindustryattentionsinceitsestablishmentSalesbooming.ThispaperadoptsthemethodofcaseanalysisthroughtheanalysisoftheXiaoMiphonemarketingstrategyaccdingtoitsuniquefeatureofmarketsegmentationpositioningtheusi

5、ngofthe4PtheyindetailanalyzesitsadvantagesdisadvantagestofindthemostsuitablefthedevelopmentofChinasmobilephonemarketmarketingstrategyonthebasisofanalysisofXiaoMitothedeeperwiderinthefuturemarketdevelopmentofnewopptunitie

6、sstrategictransfmation.【KeyKeywdswds】XiaoMiMobilePhone;MarketingMixThey;MarketingStrategy目錄1緒論..............................................................................................................................

7、................31.1研究背景..........................................................................................................................31.2研究?jī)?nèi)容..................................................................

8、........................................................32研究的理論基礎(chǔ).......................................................................................................................42.1市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)定位理論...................

9、..................................................................42.2市場(chǎng)營(yíng)銷(xiāo)組合理論.........................................................................................................42.2.1產(chǎn)品策略...........................

10、...................................................................................52.2.2價(jià)格策略..............................................................................................................52.2.3渠道策略.......

11、......................................................................................................52.2.4促銷(xiāo)策略............................................................................................................

12、.63手機(jī)行業(yè)發(fā)展現(xiàn)狀及存在的問(wèn)題...........................................................................................63.1國(guó)內(nèi)外手機(jī)市場(chǎng)現(xiàn)狀...................................................................................................

13、...63.2手機(jī)行業(yè)存在的問(wèn)題......................................................................................................74小米手機(jī)的營(yíng)銷(xiāo)策略...........................................................................................

14、....................84.1小米科技公司..................................................................................................................84.2小米手機(jī)....................................................................

15、......................................................84.3小米手機(jī)的市場(chǎng)細(xì)分與定位..........................................................................................94.4小米手機(jī)的市場(chǎng)營(yíng)銷(xiāo)策略.............................................

16、...............................................104.5小米手機(jī)營(yíng)銷(xiāo)特點(diǎn):差異化創(chuàng)新................................................................................115小米手機(jī)營(yíng)銷(xiāo)策略存在的問(wèn)題及改進(jìn)措施.....................................................

17、......................125.1小米手機(jī)營(yíng)銷(xiāo)策略存在的問(wèn)題....................................................................................125.2小米手機(jī)營(yíng)銷(xiāo)策略的改進(jìn)措施..............................................................................

18、......13結(jié)束語(yǔ)...........................................................................................................................................15參考文獻(xiàn)................................................................

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