小米手机营销创新分析要点.doc

毕业设计(论文) 题目: 小米手机营销创新分析学生姓名: 学号: 班级:专业: 指导教师: 2014 年6月小米手机营销创新分析摘要在手机行业竞争激烈的时期,企业在销售方式上的创新日新月异,不同的营销手段所带来的效果也是相差甚远。为了改变企业现状,完成营销目标,企业需要借助科学的管理方法与创新理念,立足于企业现有营销状况、企业的自身资源状况和市场环境的变化,对企业未来的营销发展做出战略性的指导和创新性的营销方案,有利于提高产品销量,扩大企业知名度和提升公众认可度,从而获取利润。本文首先研究了手机行业在竞争激烈形式下的营销现状和主要出现的问题, 并结合小米手机营销的具体状况进行了一个较为深入的调查,对小米手机所采用的主要营销创新方式(饥饿营销、互动营销、限量营销和公关营销等)针对的公司现状和所面对消费群特征做了效果分析和比对,并对于销售服务环节和开发研究方面的不足提出拓展销售渠道,完善售后服务,加大研究投入以及提升知识产权等相应的解决措施,希望对其他企业有所帮助。关键词: 小米手机;营销创新;网络销售;市场环境 MILLET MOBILE MARKETING INNOVATION ANALYSIS ABSTRACT At the period of petitive in mobile phone industry, pany innovation advances on sales, the effect resulted from different marketing is also far. In order to change the enterprise, marketing goals, with the aid of the scientific method and innovation thinking, based on the current marketing situation, the enterprise's own resource condition and the change of market environment, the future of the enterprise's marketing development strategic guidance and innovative marketing solutions, to improve product sales, expand business visibility and promote public recognition, so as to make profits. At first, this paper studie s the mobile phone industry in the petition under the form of petitive situation present and main problems, bined with the situation of millet mobile marketing conducted a thorough investigation, the main marketing innovation adopted by the millet mobile phones (hunger marketing, interactive marketing, limited marketing and public relations marketing, etc.) in view of the present situation of pany and facing consumers characteristics of effect analysis parison, and for the development of sales and service and the shortage of the research isput forward to expand sales channels, improve after-sales service, increase investment in research and corresponding solution measures such as intellectual property, and hopes tobe helpful to other enterprises. Key words: millet mobile phone; m arketing innovation; n etwork marketing; m arket environment 目录 1绪论………