小米手机的市场营销策略研究

发布时间：2018-01-27 00:01

本文关键词： 小米手机营销策略研究　出处：《首都经济贸易大学》2014年硕士论文　论文类型：学位论文

【摘要】：近几年,随着科学技术的进步和人们生活水平的日益提高,我国的移动通讯业也飞速发展。截止到2013年11月,我国手机用户已经超过10亿人,中国已经成为全球最大的手机市场,手机已经成为人们日常生活必备的电子消费品之一。在这种环境下,小米手机于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,是世界上第一款1.5GHz的智能手机。小米手机上市后,通过一系列成功的营销策略,在市场上引起了强烈的反响。但面对着市场上苹果、三星、华为等诸多品牌的竞争,小米手机的营销策略还存在很多的不足。本文以小米手机的营销策略为研究对象,在国内外相关研究的基础上,对小米手机的现状和营销策略进行了分析,归纳出小米手机现行营销策略已经具备的优势及其主要问题所在,最后在此基础上对小米手机未来的发展模式与营销策略提出一些建设性的建议,以便小米科技公司能够得到启发,同时也为国内手机公司营销策略提供一些理论补充。
[Abstract]:In recent years, with the progress of science and technology and the increasing improvement of people's living standards, the mobile communication industry in China has also developed rapidly. As of November 2013, the number of mobile phone users in China has exceeded 1 billion. China has become the world's largest mobile phone market, mobile phones have become one of the people's daily necessities of electronic consumer goods. In this environment, Xiaomi mobile phone released on August 2011, the price of 1, 990 yuan. Mainly aimed at mobile phone enthusiasts, using online sales model, is the world's first 1.5GHz smartphone. Xiaomi mobile phone after the launch, through a series of successful marketing strategies. In the market has caused a strong response. But in the face of the market Apple, Samsung, Huawei and many other brands of competition. Xiaomi mobile phone marketing strategy still has a lot of shortcomings. This paper takes Xiaomi mobile phone marketing strategy as the research object, on the basis of domestic and foreign related research, the status quo and marketing strategy of Xiaomi mobile phone are analyzed. Summed up the current marketing strategy of Xiaomi mobile phone has the advantages and the main problems, finally on the basis of the future development of Xiaomi mobile phone and marketing strategy to put forward some constructive suggestions. So that Xiaomi technology company can be inspired, but also for domestic mobile phone company marketing strategy to provide some theoretical supplement.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.63

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