浅析小米手机营销策略

本科毕业论文题目：浅析小米手机在市场中的营销策略学院:管理学院专业:工商管理学号:200813137006学生姓名:王悦麒指导教师:任凤玲日期:2011年10月摘要2011年8月16日，在北京798艺术中心小米科技CEO雷军宣布小米手机正式发布。这标志着手机从futurephone到smartphone走过了一段10年路程，接下来应该是internetphone发力的时代。如果说乔布斯重新发明了手机，那么雷军就是对手机有了新的定义。如今，移动互联网进入高速发展的时代，用户体验成为手机制胜的法宝，其中包括手机的性能、可靠性、稳定性、安全性及手机的互联网能力等等。如何满足用户需求并不断超越用户的期望，这是接下来雷军及其团队需要挑战的事实。手机的应用越来越丰富，包括随着人们生活水平的提高，手机购物，手机取代遥控器，手机取代钥匙，手机代替手柄，手机视频会议，手机视频监控，手机云office等等，手机是下一个IT时代最发达的载体，机会无限，关键在于发现用户的需求，而发现用户需求的人很多，能抓住用户需求的人也不少，最重要的还是要有创造用户需求的能力。本文用介绍小米科技有限公司及手机行业市场状况，分析了小米科技有限公司新产品小米手机的目标市场选择和产品定位，指出了小米科技有限公司及小米手机的主要竞争优势。然后，通过对小米科技有限公司营销渠道介绍以及根据公司的组织结构和营销信息管理系统的特点，确立了公司对小米手机产品的营销渠道的选择和营销对策。使小米手机上市推广计划能够得到有效地执行和对执行结果合理及时的考评、控制及更新，为小米手机的市场推广得以成功奠定了良好的基础；更为小米科技有限公司市场营销工作提供了有价值的参考和建议。关键字：□小米科技有限公司；□小米手机；□营销；□对策AbstractInAugust16,2011,798inBeijingArtCenterofMIUICEOLeiJunannouncedtheofficialrelease.Thismarksthemobilephonefromfuturephonetosmartphonewalkedoveraperiodof10yearsaway,thenthereshouldbeInternetphonetimes.IfJobsre-inventedthemobilephone,soLeiJunisthemobilephoneofanewdefinition.Now,entertheeraoftherapiddevelopmentofmobileInternet,mobilephoneuserexperiencehasbecomeamagicweaponforwinning,includingmobilephoneperformance,reliability,stability,securityandmobilephoneInternetandsoon.Howtomeettheneedsofusersandcontinuetoexceedtheexpectationsofusers,thisisthenextandtheteamneedtochallengethefactthatLeiJun.Mobilephoneapplicationismoreandmoreextensive,includingwiththeimprovementofpeople'sliving,mobilephoneshopping,mobilephoneinsteadofremote,replacekeys,replacethehandle,mobilephonevideoconference,videosurveillance,mobilephonecloudofficeetc.,mobilephoneisaITtimesthemostdevelopedcarrier,unlimitedopportunities,thekeyistodiscovertheuserdemand,andfindsthattheuserneedsalotofpeople,canseizetheuserdemandformanypeople,themostimportantthingistohavetheabilitytocreateuserdemand.Thispaperintroducethecompanyandthemobilephoneindustrymarketconditions,analysisofthecompany'snewproductsMIUIphoneofselectionoftargetmarketandproductpositioning,MIUIphonecompaniesandpointsoutthemaincompetitiveadvantage.Then,basedonthecompany'smarketingchannelarepresentedaswellasaccordingtothecompany'sorganizationstructureandthemarketinginformationmanagementsystemcharacteristic,establishedcompanyofMIUIphoneproductmarketingchannelchoiceandthemarketingcountermeasures.TheMIUIphonemarketpromotionplancanbeeffectivelyexecutedandresultofexecutionofareasonableandtimelyevaluation,controlandupdate,asMIUIphonemarketingsuccesslaidagoodfoundation;morecompaniesmarketingworkprovidesvaluablereferenceandsuggestion.Keywords:□□ScienceandtechnologylimitedcompanyofMIUI;□□MIUIphone;□□Marketing;□□Countermeasure;目录1绪论.......................................................................................................................................21.1研究的背景、目的与意义.............................................................................................31.2国内外研究现状.............................................................................................................11.2.1国外研究现状...........................................................................................................21.2.2国内研究现状...........................................................................................................31.3论文研究的内容.............................................................................................................12营销策略相关理论...............................................................................................................22.1细分市场评估.................................................................................................................22.2目标市场选择策略.........................................................................................................32.3目标市场营销策略.......................................................................................................102.4品牌定位战略.................................................................................................................62.4.1品牌定位战略的概念及意义...................................................................................62.4.2品牌定位战略的三大方法.......................................................................................72.4.3品牌定位战略的具体策略.......................................................................................83北京小米有限公司现状.......................................................................................................83.1小米公司介绍.................................................................................................................83.2小米团队介绍.................................................................................................................93.3小米手机产品介绍.........................................................................................................94手机市场环境分析.............................................................................................................224.1中国智能手机市场分析...............................................................................................324.1.1行业背景......................................