小米手机的营销策略分析.doc

小米手机的营销策略分析28457分类号 编号
烟 台 大 学 文 经 学 院
毕 业 论 文（设 计）
小米手机的营销策略分析
Analysis of Markf of the mobile phone industry ,Millet phone as a dark horse in the smart phone industry, with its marketing model, as well as its advanced network marketing concept, the development speed and the market share will undoubtedly become a network marketing leader through nearly two years of development. At the same time, it brings hope for the domestic mobile phone in the fierce marketing competition. Although, Millet mobile phone has made great achievements in the marketing process, compared with the Apple iphone mobile phone, it still exist many deficiencies in the marketing process and vulnerable to many foreign mobile phone shocks. In this regard, Millet phone still need to make further efforts to open a larger market for the domestic mobile phone marketing. Therefore, this paper will investigate the Millet mobile marketing strategies and a brief analysis of its marketing strategy for it and to find out the current difficulties encountered in the process of Millet mobile marketing. Finally, put forward some countermeasures to solve these difficulties and I hope that these suggestions to promote the Millet mobile marketing will really help.
Key words：Millet phone; smart phones; marketing strategy
XX大学文经学院毕业论文（设计）

目 录
一、研究背景及意义. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
二、小米手机营销环境分析.........................................1
（一）小米公司简介..............................................1
(二) 小米公司发展现状..........................................1
(三)智能手机行业竞争环境分析....................................3
1、现有的竞争强度...............................................3
2、新进入者的威胁...............................................4
3、替代品的威胁.................................................4
4、供应商讨价还价的能力.........................................4
5、顾