（参考）小米手机营销策略分析.doc

xxxx 学院毕业论文第 I页小米手机的市场营销策略分析姓名: xx 学院: x x x x 专业:电子商务班级: 指导教师: xx xxxx 学院毕业论文第 II页摘要近年来,随着智能手机的兴起,全球手机市场发展势态良好,与之而来的竞争也日趋激烈。调查显示, 2014 年一季度中国手机出货量达到 1亿七千多台,而去年全年仅出货3 亿多台,中国手机市场销量同比增长 % ,截至目前,中国手机用户总数已达 亿户。而在众多国产手机中,小米手机无疑最引人注目,它是小米公司研发的一系列高性能发烧级智能手机。最新款小米 M3 和红米 note 已发布,主要针对手机发烧友,采用线上销售模式,是世界上配置堪比苹果的 2000 元内的智能手机,成为当今国内单款最热门的高端智能手机。本文首先对小米手机进行简要介绍,其次对其进行 SWOT 分析,最后进一步分析小米手机目前采用的市场营销策略,同时找出其在营销过程中存在的问题,并一一提出相应的解决办法,以期能使其继续保持发展势头,同时为其他国产手机的发展提供借鉴依据。关键词: SWOT 分析;市场营销;价格策略;饥饿营销 xxxx 学院毕业论文第 III 页 Abstract In recent years, with the development of intelligent mobile phone, development of the global mobile phone market situation is good, and petition is fierce day by day. Survey, in2014 one quarter of Chinese mobile phone shipments reached About one trillion and seventy million Taiwan, and last year only shipped 3 million, sales China mobile phone market grew %, up to now, Chinese mobile phone users has reached a total of1037180000 households. In many domestic mobile phone, mobile phone is undoubtedly the most attract sb.'s attention, it isa series of high performance have a fever class intelligent mobile phone pany research and development. The latest M3 note has released millet and rice, mainly for mobile phone fancier, using the online sales model, the intelligent mobile phone is 2000 yuan of the world within the configuration as apple, e the single most popular domestic high-end intelligent mobile phone. This paper first carries on the brief introduction to the millet mobile phone, then the SWOT analysis, further analysis on the marketing strategies of millet mobile phone that uses at present, at the same time, find out the problems in the marketing process, and one one corresponding solutions, in order to allow it to continue to maintain the momentum of development, at the same time for the development of other domestic mobile phone provides the reference. Keywords : SWOT analysis; marketing; price strategy; hunger marketing xxxx 学院毕业论文第 IV页目录摘要..