小米手机的营销策略研究 毕业论文.doc

( 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: 本科毕业论文摘要近年来,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 亿台,同比增长 13% ,同时,% ;截至今年 8月底,中国手机用户总数已达 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 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 isnot only the development of state of affairs, and the increasingly petition in the second quarter of2011, global mobile phone shipments reached million units, an increase of 13%, at the same time, the Chinese mobile phone market, sales grew %; of August this year At the end of Chinese mobile phone subscribers reached million households. The millet phone millet (full name of millet technology limited pany) 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 smart phone. Up to now, millet mobile phone shipments reached 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 ofa essful 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, i