analysis of miui phone marketing strategy

1南京工程学院毕业论文作者：于永超学号：207110935系部：外国语学院专业：英语（经贸英语方向）题目：浅析小米手机的营销策略AnalysisofMIUIphonemarketingstrategy指导者：(姓名)(专业技术职务)评阅者：(姓名)(专业技术职务)2014年12月南京2CONTENTSCHINESEABSTRACT...................................................................................................................1ENGLISHABSTRACT...................................................................................................................2CHAPTER1THEBACKGROUNDOFXiaomiTECHNOLOGYCOMPANY.............................3CHAPTER2ANALYSISOFCHINESEMOBILEPHONEMARKET.........................................5CHAPTER3ANALYSISOFMIMOBILEPHONESTRATEGY................................................83.1Productstrategy.............................................................................................................................83.2Brandstrategy................................................................................................................................83.3Packagingstrategy.........................................................................................................................93.4Pricestrategy.................................................................................................................................10CHAPTER4THEPROBLEMSANDSOLUTIONSOFMIUI.............................................14CHAPTER5CONCLUSION...........................................................................................15CHAPTER6SUGGESTIONS............................................................................................166.1DevelopmentSuggestions..............................................................................................................166.2ProductionSuggestions..................................................................................................................16REFERENCES..................................................................................................................19第1页共21页摘要2011年8月16日，小米手机正式发布。作为国产手机，它通过一套优秀的营销策略，异军突起，引起了强烈的反响。以小米手机营销策略为研究对象，通过对小米手机现行的产品策略、定价策略、渠道策略、促销策略等进行分析，归纳出小米手机现行营销策略已具备的优势和其主要问题所在，最后针对存在的问题提出一些建设性的建议，希望对小米科技公司有所启发，也为国内手机公司提供借鉴。关键词：小米手机；营销策略；饥饿营销第2页共21页AbstractOnAugust16,2011,MIUIphoneofficiallyreleased.Asahome-madebrand,theMIUImobilephonehasemergedthroughasetofgoodmarketingstrategies,causingastrongreaction.WithMIUIphonemarketingstrategyastheresearchobject,throughMIUIphonecurrentproductstrategy,pricingstrategy,channelstrategy,promotionstrategy,suchasanalysis,MIUIphonemarketingstrategieshavetheadvantagesanditsmainproblems.Atlast,ConsideringXiaomitechnologycompanyanditssimplesummary,someconstructivesuggestionsareputforward.PointingatMIUIphonebusinessdevelopment,productadvice,marketpositioning,ithaslaidagoodfoundation.IhopetoinspireMIUIphonetechnologycompany,alsoprovidereferenceforthedomesticmobilephonecompanieseachother.Keywords:MIUIphone；Marketingstrategy；Hungermarketing第3页共21页Chapter1IntroductionTheXiaomiCompanywasformallyestablishedinApril2010,isanindependentresearchcompanytofocusonhigh-endsmartphonemobiledevelopment.MIUIphone,MIUI,mchat,Xiaomicompany'sthreecorebusinesses.FeverbornXiaomiproductconcept.XiaomicompanypioneeredthedevelopmentofmobilephoneoperatingsystemwiththeInternetmodel,600,000enthusiaststoparticipateinthedevelopmentandimprovementmode[3](潘九堂,2012）.XiaomiTechnology(fullnameisXiaomitechnologylimitedliabilitycompany)setupbytheformercompaniessuchasGoogle,Microsoft,Jinshantopplayers,focusesoniphone,android,andanewgenerationofsmartphonesoftwaredevelopmentcompanyhotmobileInternetbusinessoperations.OfficiallylaunchedinApril2010,hastoobtaintherenownedAmbassadorinvestorsandventurecapitalMorningside,theQiminghugeinvestment.Bytheendof2010,mobilephonerealnameCommunitymeterschatlaunchedwithinsixmonths,hadregisteredusersexceeded300million.Inaddition,XiaomicompanyalsointroducedtheCM-basedcustommobileoperatingsystemMIUIAndroiddual-coremobilephoneMIUIphone.Mchat,MIUI,MIUIphonearethetheXiaomitechnologyofthreecoreproducts.TheXiaomilogoistheshapeofMI,isshortforMobileInternet,onbehalfofXiaomiisamobileInternetcompany[7](雷军,2011).XiaomiLOGOupsidedownisaheartword,themeansofXiaomiistoletXiaomiusersaveheart.XiaomiPinyinismi,FirstMobileInternet,theXiaomitodomobileInternetcompany;Second第4页共21页MissionImpossible,theXiaomitocompletethetaskcannotbecompleted;course,LeiJunXiaomiandriflestoconquertheworldwithhisXiaomiteam.Chapter2AnalysisofChinesemobilephonemarket第5页共21页China’s3Glicenseswerenotissuedlastyearasexpected.Isuppliforecaststhat3GlicenseswillbeissuedbeforetheBeijingOlympicGamesinAugust.ItisanticipatedthatChinaMobilewillacquireChinaRailcomandcontinuetodevelopitsTD-SCDMAnetworks.ChinaTelecomisexpectedtopurchasetheCDMAnetworkofChinaUnicom.Then,ChinaUnicomwillmergewithChinaTelecom.Allthreecarriersremainingwillofferbothfixed-lineandmobilewirelessservices[1](王峥,2013).In2007,thedomestichandsetmarkettotaledabout201millionunits.Themarketconsistedof151millionlicensedhandsetunitsandover50milliongraymarkethandsets.Foreignhandsetmanufacturers,suchasNokiaand