搜索
摘要I摘要本文将根据中国手机市场的市场发展现状(市场规模和结构、市场特点等)和发展趋势，对小米手机市场的竞争现状、竞争格局、消费者市场需求、营销策略进行详尽的分析。并基于以上研究，对小米手机市场的营销策略进行研究，并提出了可行的营销策略建议。本文系统地提出了小米手机的营销策略；并通过对中国手机市场的分析，指出小米智能手机在保证产品产量和质量的前提下，必须在细分市场上以集中差异化产品为基础，以服务差异化为竞争底牌，紧密贴近国内消费者的消费愿望和需求，紧紧把握客户完全满意的手机消费文化，才能在竞争中立于不败之地。星巴克CEO霍华德•舒尔茨说过：“要建立一个影响深远的伟大品牌，首先得有一个有吸引力的产品”。这由一堆名牌硬件组装起来的高端配置，最终能不能得到消费者的认可才是企业的最终目标。作为国内被寄予希望的小米手机，该如何走出一条适合自己的企业发展道路，能不能带领中国智能手机走出困境，本文将通过分析小米手机的现状，并给出相应的解决方案。关键词：智能手机，小米，品牌营销，差异化，互联网手机AbstractIIAbstractThispaperexpoundsthecurrentsituationofdevelopmentofmarketofChinesemobilephonemarket(marketsizeandstructure,marketcharacteristicsanddevelopmenttrendofmobilephone),themarketcompetitionsituation,thecompetitionpattern,theconsumermarketdemand,domesticandforeignmobilephonemanufacturersmarketingstrategyareanalyzedindetail.Basedontheaboveresearch,themilletmobilephonemarketmarketingstrategyresearch,andproposedthefeasiblemarketingstrategy.Thispapersystematicallypresentsthemilletmobilephonemarketingstrategy;andthroughanalyzingtheChinesemobilephonemarket,pointsoutthatmilletintelligentmobilephoneinthepremiseofensuringproductquality,mustbeinthemarketsegmentstoconcentrate,differentiatedproductsasthebasis,toservicedifferentiationforthecompetitioncards,closertothedomesticconsumerdemand,accuratelygraspthecustomercompletelysatisfiedwiththemobilephoneconsumptionculture,abilityisincompetitionremaininvincible.StarbucksCEOHowardSchultzsaid:toestablishafar-reachinggreatbrand,firstofallmusthaveanattractiveproduct.Apileofbrand-namehardwareassembledhigh-endconfiguration,willgetconsumerrecognitionisthekey.Asthemosthopeismillet,mobilephone,howtowalkoutofasuitableenterprisedevelopmentroad,canleadtheChineseintelligentmobilephoneoutofthepredicament,thispaperwillanalyzethecurrentsituationofmillet,givesthecorrespondingsolutions.Keyword:Intelligent,mobilephone,MobileInternet,Brandmarketing,Productionofalienation,Internetmobilephone目录III目录摘要................................................................................................................................IAbstract.........................................................................................................................II目录..............................................................................................................................III引言...........................................................................................................................-1-第一章品牌营销战略.............................................................................................-2-1.1品牌理论综述...............................................................................................-2-1.2市场营销理论综述.......................................................................................-3-1.3市场营销组合理论.......................................................................................-4-第二章小米手机营销环境分析.............................................................................-6-2.1宏观环境分析...............................................................................................-6-2.1.1人文环境..............................................................................................-7-2.1.2经济环境..............................................................................................-7-2.1.3技术环境..............................................................................................-7-2.1.4政策环境..............................................................................................-7-2.2微观环境分析...............................................................................................-8-2.2.1中国移动运营商的运营现状..............................................................-8-2.2.2中国手机市场整体特点......................................................................-8-2.2.3小米手机的logo含义及优势............................................................-9-第三章小米手机市场分析和选择.......................................................................-10-3.1消费者市场细分.........................................................................................-10-3.2目标消费者市场的选择.............................................................................-11-第四章小米手机的竞争战略...............................................................................-13-4.1小米的竞争战略分析.................................................................................-13-4.2竞争战略选择：差异化战略.....................................................................-13-第五章小米手机的营销策略...............................................................................-15-5.1产品策略.....................................................................................................-15-5.2价格策略.....................................................................................................-16-5.3分销策略.....................................................................................................-16-5.4促销策略.....................................................................................................-16-5.5品牌策略..........................................................................