小米手机品牌营销策略分析.docx

摘要摘要本文将根据中国手机市场的市场发展现状(市场规模和结构、市场特点等)和发展趋势,对小米手机市场的竞争现状、竞争格局、消费者市场需求、营销策略进行详尽的分析。并基于以上研究,对小米手机市场的营销策略进行研究,并提出了可行的营销策略建议。本文系统地提出了小米手机的营销策略;并通过对中国手机市场的分析,指出小米智能手机在保证产品产量和质量的前提下,必须在细分市场上以集中差异化产品为基础,以服务差异化为竞争底牌,紧密贴近国内消费者的消费愿望和需求,紧紧把握客户完全满意的手机消费文化,才能在竞争中立于不败之地。星巴CEO霍华德?舒尔茨说过:“要建立一个影响深远的伟大品牌,首先得有一个有吸引力的产品”。这由一堆名牌硬件组装起来的高端配置,最终能不能得到消费者的认可才是企业的最终目标。作为国内被寄予希望的小米手机,该如何走出一条适合自己的企业发展道路,能不能带领中国智能手机走出困境,本文将通过分析小米手机的现状,并给出相应的解决方案。关键词:智能手机,小米,品牌营销,差异化,互联网手机IAbstractAbstractThispaperexpoundsthecurrentsituationofdevelopmentofmarketofChinesemobilephonemarket(marketsizeandstructure,marketcharacteristicsanddevelopmenttrendofmobilephone),petitionsituation,petitionpattern,theconsumermarketdemand,,themilletmobilephonemarketmarketingstrategyresearch,;andthroughanalyzingtheChinesemobilephonemarket,pointsoutthatmilletintelligentmobilephoneinthepremiseofensuringproductquality,mustbeinthemarketsegmentstoconcentrate,differentiatedproductsasthebasis,petitioncards,onsumerdemand,pletelysatisfiedwiththemobilephoneconsumptionculture,:"toestablishafar-reachinggreatbrand,firstofallmusthaveanattractiveproduct".Apileofbrand-namehardwareassembledhigh-endconfiguration,,mobilephone,howtowalkoutofasuitableenterprisedevelopmentroad,canleadtheChineseintelligentmobilephoneoutofthepredicament,thispaperwillanalyzethecurrentsituationofmillet,:Intelligent,mobilephone,,Brandmarketing,Productionofalienation,mobilephoneII目录目录IAbstract.........................................................................................................................IIIII-1-第一章品牌营销战略.............................................................................................-2-