论文总字数：17184字

摘 要

经济的发展、人们的生活水平和生活方式的提高和转变，伴随着移动通信业取得了蓬勃的发展，智能手机更是成为人们生活中不可或缺的部分，时时刻刻影响着人们的生活。中国作为全球手机市场的主阵地，其需求量呈现出逐年递增之势，智能手机市场的前景不可限量。小米手机作为中国智能手机行业的新星，利用其准确的市场定位及独特的营销策略，在短短的几年时间内迅速成为国产智能手机行业的领跑着，并在一定时期出货量仅次于三星苹果等国际知名手机厂商。然而伴随着智能手机业的不断发展，无论是来自苹果、三星等国际知名手机公司的竞争压力，还是来自国内老牌和新兴手机厂商的竞争压力都在不断的增大，环境的不断变化，营销策略的乏力和不足不断暴露，使得公司需要不断丰富乃至重新定位自身的市场营销策略。从而在日趋激烈的市场竞争得到立足和发展。本文以小米手机的营销策略为研究对象，在以往国内外研究的基础上，对小米手机的公司现状及现行的营销策略进行分析研究，从而归纳和总结出其现行营销策略的优势与不足，并对基于小米营销策略和模式中存在的不足提出相应的建议性的建议，以便小米科技公司能够从中得到启示，同时也为国内手机厂商的营销策略提供一些内容补充。

关键词：小米手机 营销策略 研究 建议

The Millet Phone Marketing Strategy Research

Abstract

The development of economy and the improvement of people's living standard and way of life and change, with the development of mobile telecommunication industry has achieved vigorous, smartphone has become an indispensable part in people's life, always affect people's life.China's main position as a global mobile phone market, its demand presents the increasing trend year by year, the prospects of the smartphone market.Millet mobile phone as the smartphone industry star in China, using its accurate market positioning and unique marketing strategy, in just a few years' time quickly became a leading the domestic smartphone industry, and in a certain period shipments after samsung, apple and other international well-known mobile phone manufacturer.Along with the continuous development of smart mobile phone industry, however, whether from apple, samsung and other international well-known mobile phone company, competitive pressure, or pressure of competition from established and emerging domestic mobile phone manufacturers are constantly increasing, the unceasing change of environment, the marketing strategy of weakness and shortcomings exposed unceasingly, makes the company needs to constantly enrich and reposition their own marketing strategy.Thus in the increasingly fierce market competition and development.Based on the marketing strategy of millet phone as the research object, on the basis of previous research both at home and abroad, present situation and the existing of millet mobile phone company marketing strategy analysis, and induction and summarizes the advantages and disadvantages of the current marketing strategy, and based on the defects of marketing strategy and model of millet put forward the corresponding proposal suggested, in order to millet technology companies can get inspiration, but also for the domestic mobile phone manufacturers marketing strategy to provide some content added.

Key words :MI ;Marketing strategy ;Research ; Advice

目录

摘要 I

Abstract II

第一章 引言 1

1.1 研究的背景和意义 1

1.2 研究的内容及方法 2

第二章 文献综述 3

2.1 文献综述 3

2.2 品牌定位战略相关理论 4

第三章 智能手机行业分析 6

3.1 智能手机行业分析 6

第四章 小米公司现状及手机营销策略 7

4.1 小米科技公司现状 7

4.2 产品研发阶段的营销策略 8

4.3 产品发布阶段的营销策略 9

4.4 产品推广阶段的营销策略 10

4.5 小米手机营销策略总结 11

第五章 当前小米手机营销策略中表现出的问题和化解措施 12

5.1 小米手机营销策略存在的问题 12

5.2 小米手机营销策略的改善措施 13

第六章 结语 16

参考文献 17

致 谢 18

第一章 引言

1.1 研究的背景和意义

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