小米手机的营销策略研究 市场营销 工商管理 本科论文

本科毕业论文

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题 目：小米手机的营销策略研究 学 生 姓 名：

学 院：管理学院 系 别： 专 业： 班 级： 指 导 教 师：

摘 要

近年来，全球手机市场不仅发展势态良好，而且竞争也日趋激烈，2011年二季度全球手机出货量达到3.611亿台，同比增长13%，同时，中国手机市场销量同比增长5.9%；截至今年8月底，中国手机用户总数已达9.2726亿户。小米手机是小米公司研发的一款高性能发烧级智能手机。小米M1于2011年8月发布，售价1999元 ，主要针对手机发烧友，采用线上销售模式，是世界上首款双核1.5GHz的智能手机 。截至目前，小米手机出货量已经达到180万台，月营收逾10亿元，成为今年国内单款最热门的高端智能手机。

本文以小米手机的营销策略研究为重点，结合市场营销理论，分析成功的营销策略对企业发展的重要性。

第一章对小米公司和小米手机进行了一下介绍，重点说明了其产品的特点。第二章重点分析了小米手机的环境，包括政治法律环境、经济环境、社会文化环境等。第三章重点介绍了小米科技所采取的一些营销策略，包括饥饿营销、新闻营销、品牌营销等。在第四章利用SWOT分析小米手机的优势、劣势、优势和威胁。第五章重点说明了小米手机在营销中所面临的问题。第六章主要针对其所出现的问题提出建议。

关键词：网络营销；促销策略；饥饿营销

Abstract

In recent years, the global mobile phone market is not only the development of state of affairs, and the increasingly fierce competition in the second quarter of 2011, global mobile phone shipments reached 361.1 million units, an increase of 13%, at the same time, the Chinese mobile phone market, sales grew 5.9%; of August this year At the end of Chinese mobile phone subscribers reached 9.2726 million households. The millet phone millet (full name of millet technology limited liability company) developed a high-performance enthusiast smart phones. Millet M1 released in August 2011, priced at 1999 yuan, mainly for mobile phone enthusiasts, online sales model, is the world's first dual-core 1.5GHz smart phone. Up to now, millet mobile phone shipments reached 1.8 million units, the monthly revenue of over $ 1 billion, this paragraph single most popular high-end smart phones.

Millet phone marketing strategy marketing theory to analyze the importance of a successful marketing strategy for enterprise development.

The first chapter introduces the marketing concept: 4P theory, marketing, network marketing. Millet and millet phone a little introduction, highlights the characteristics of their products. The third chapter focuses on analysis of the millet phone environment, including political and legal environment, economic environment, social and cultural environment. Chapter IV focuses on technology taken millet marketing strategy, including hunger marketing, press marketing, brand marketing. In the fifth chapter, the use of SWOT analysis millet phone's strengths, weaknesses, strengths and threats. The sixth chapter focuses on the millet phone the problems faced in marketing and the measures taken in response.

Keywords: network marketing promotion strategy hunger marketing

目 录

引 言 ............................................................. 1 第一章 小米科技及小米手机介绍 ...................................... 2

1.1小米科技简介 ................................................ 2 1.2小米手机简介 ................................................ 2 第二章 小米手机竞争环境分析 ........................................ 4

2.1小米手机PEST宏观环境分析 ................................... 4

2.1.1政治法律环境分析 ...................................... 4 2.1.2经济环境 .............................................. 5 2.1.3社会文化环境 .......................................... 5 2.1.4科技发展环境 .......................................... 5 2.1.5自然物质环境 .......................................... 6 2.2 小米手机微观波特五力模型分析 ................................ 6

2.2.1供应商的讨价还价能力 .................................. 6 2.2.2购买者的讨价还价能力 .................................. 7 2.2.3新进入者的威胁 ........................................ 7 2.2.4替代品的威胁 .......................................... 8 2.2.5行业内现有竞争者的竞争 ................................ 8

第三章 小米手机的SWOT分析 ......................................... 9

3.1优势 ........................................................ 9 3.2劣势 ....................................................... 11 3.3机遇 ....................................................... 12 3.4威胁 ....................................................... 12 第四章 小米手机营销策略 ........................................... 14

4.1小米手机广告策略分析 ....................................... 14

4.1.1 小米手机诉求点 ....................................... 14 4.1.2消费者对小米手机的看法，态度 ......................... 14 4.1.3是否会选择更换手机 ................................... 14 4.2小米手机营销策略分析 ....................................... 15

4.2.1产品策略 ............................................. 15