發(fā)布時(shí)間：2018-01-27 00:01

  本文關(guān)鍵詞： 小米手機(jī) 營(yíng)銷(xiāo)策略 研究　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近幾年,隨著科學(xué)技術(shù)的進(jìn)步和人們生活水平的日益提高,我國(guó)的移動(dòng)通訊業(yè)也飛速發(fā)展。截止到2013年11月,我國(guó)手機(jī)用戶(hù)已經(jīng)超過(guò)10億人,中國(guó)已經(jīng)成為全球最大的手機(jī)市場(chǎng),手機(jī)已經(jīng)成為人們?nèi)粘Ｉ畋貍涞碾娮酉M(fèi)品之一。在這種環(huán)境下,小米手機(jī)于2011年8月發(fā)布,售價(jià)1999元,主要針對(duì)手機(jī)發(fā)燒友,采用線上銷(xiāo)售模式,是世界上第一款1.5GHz的智能手機(jī)。小米手機(jī)上市后,通過(guò)一系列成功的營(yíng)銷(xiāo)策略,在市場(chǎng)上引起了強(qiáng)烈的反響。但面對(duì)著市場(chǎng)上蘋(píng)果、三星、華為等諸多品牌的競(jìng)爭(zhēng),小米手機(jī)的營(yíng)銷(xiāo)策略還存在很多的不足。本文以小米手機(jī)的營(yíng)銷(xiāo)策略為研究對(duì)象,在國(guó)內(nèi)外相關(guān)研究的基礎(chǔ)上,對(duì)小米手機(jī)的現(xiàn)狀和營(yíng)銷(xiāo)策略進(jìn)行了分析,歸納出小米手機(jī)現(xiàn)行營(yíng)銷(xiāo)策略已經(jīng)具備的優(yōu)勢(shì)及其主要問(wèn)題所在,最后在此基礎(chǔ)上對(duì)小米手機(jī)未來(lái)的發(fā)展模式與營(yíng)銷(xiāo)策略提出一些建設(shè)性的建議,以便小米科技公司能夠得到啟發(fā),同時(shí)也為國(guó)內(nèi)手機(jī)公司營(yíng)銷(xiāo)策略提供一些理論補(bǔ)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.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.63

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本文編號(hào)：1466970