发布时间 : 星期一 文章小米手机营销研究更新完毕开始阅读6fa4c5f5195f312b3169a5de
本科毕业论文
题 目：小米手机营销研究 学生姓名：xxxxx 学 院：xxxxx 系 别：xxxx 专 业：xxxxx 班 级：xxxxx 指导教师：xx
二〇一三年六月
摘 要
手机作为一个高科技产品，近年来在中国普及速度日益加快、竞争也日趋激烈。随着我国移动通信业务发展，截至2013年3月底，中国手机用户总数已达11.46亿，中国成为全球最大的手机市场。我国首制造业中，最具实力是外资品牌企业，如摩托罗拉、诺基亚、苹果等。而对容量巨大且竞争激烈的手机市场环境，小米手机作为国产手机的一个品牌，异军突起。但小米公司和国内外的手机产业相比也存在着很大差距。
我国手机制造业能否抓住机遇？在未来的发展中应如何应对外资品牌的挑战？这问题都是非常值得研究的问题。
因此，本文以小米手机营销策略为研究对象，通过对小米手机现行的营销策略、品牌策略、渠道策略、产品策略、价格和促销策略的基本分析，归纳了小米手机先行营销策略存在的主要问题和已具备的优势，最后在前文的基础上，提炼出小米手机营销的启示与结论。第一章里简单的介绍了营销综合理论在，重点介绍是4P理论。第二章对小米科技及小米手机做了简单介绍和小米科技目前的发展现状。第三章利用了波特五力模型分析了小米科技购买者的讨价还价能力、供应商的讨价还价能力、行业竞争者的竞争能力、替代品的替代威胁、潜在竞争者进入威胁，同时利用SWOT分析了小米手机的优势、劣势、优势和威胁。第四章就是对主要出现的问题提出了建议。 关键词：国产手机：小米手机：营销策略、
Abstract
Mobile phone as a high-tech products, its adoption rate is accelerated day by day and its competition becomes fierce more and more in China. With the development of China's mobile communication services, by the end of March 2013, the total number of mobile phone users in China has reached 1.146 billion people and China became the world's largest mobile phone market.In our country’s first manufacturing the most powerful enterprise are foreign brands, such as MOTOROLA, NOKIA, APPLE. For large capacity and competitive environment of mobile phone market “MIUI” as a domestic mobile phone brand has achieved a meteoric rise. But by the comparison between “MIUI” company and the domestic and foreign mobile phone industry also exist a big gap.
Whether Mobile phone manufacturing industry in our country can seize the opportunity or not? In the future we should how to deal with the challenge of foreign brand? These problems are worth studying.
Therefore, in this paper we made the “MIUI” phone’s marketing strategy as the research object, through the fundamental analysis of “MIUI” phone’s current marketing strategy, brand strategy, channel strategy, product strategy, price and promotion strategy, then summarized the main problems and the advantages of the “MIUI” phone. At last on the basis of the above, we extracted the “MIUI” phone’s marketing implication and conclusion.
Key words: domestic mobile phone, “MIUI” phone, marketing strategy
引言 ................................................................................................................................................. 1 第一章 理论概念 ........................................................................................................................ 2
1.1 产品营销概念 .......................................................................................................... 2 1.2 营销组合理论 .......................................................................................................... 2 第二章 小米科技简介及现状 ............................................................................................... 4
2.1 小米公司发展历程 ..................................................................................................... 4 第三章小米公司五种竞争力及swot分析 ........................................................................... 6
3.1 小米手机五种竞争力分析 ....................................................................................... 6
3.1.1 购买者的讨价还价能力 ............................................................................... 6 3.1.2 供应商的讨价还价能力 ............................................................................... 7 3.1.3 潜在竞争者进入的威胁 ............................................................................. 7 3.1.4 替代品的替代威胁......................................................................................... 8 3.1.5 行业竞争者的竞争能力 ............................................................................... 8 3.2 小米手机SWOT分析 ................................................................................................... 9
3.2.1 小米手机优势 .................................................................................................. 9 3.2.2 小米手机劣势 ................................................................................................ 10 3.2.3 小米手机机会 ................................................................................................ 10 3.2.4 小米手机的威胁 ........................................................................................... 11
第四章 小米营销对策研究 ............................................................................................. 13
4.1 产品策略 .............................................................................................................. 13
4.1.1 智能手机特点 ................................................................................................ 13 4.1.2 产品开发策略 ................................................................................................ 13 4.2 定价策略 ..................................................................................................................... 14 4.3 渠道策略 ..................................................................................................................... 14 4.4 促销策略 ..................................................................................................................... 15 结论 ............................................................................................................................................... 17 参考文献 ...................................................................................................................................... 18 谢辞 ............................................................................................................................................... 19