小米手机营销策略分析

xxxx学院毕业论文第I页小米手机的市场营销策略分析姓名：xx学院：xxxx专业：电子商务班级：10.1指导教师：xxxxxx学院毕业论文第II页摘要近年来，随着智能手机的兴起，全球手机市场发展势态良好，与之而来的竞争也日趋激烈。调查显示，2014年一季度中国手机出货量达到1亿七千多台，而去年全年仅出货3亿多台，中国手机市场销量同比增长7.2%，截至目前，中国手机用户总数已达10.3718亿户。而在众多国产手机中，小米手机无疑最引人注目，它是小米公司研发的一系列高性能发烧级智能手机。最新款小米M3和红米note已发布，主要针对手机发烧友，采用线上销售模式，是世界上配置堪比苹果的2000元内的智能手机，成为当今国内单款最热门的高端智能手机。本文首先对小米手机进行简要介绍，其次对其进行SWOT分析，最后进一步分析小米手机目前采用的市场营销策略，同时找出其在营销过程中存在的问题，并一一提出相应的解决办法，以期能使其继续保持发展势头，同时为其他国产手机的发展提供借鉴依据。关键词：SWOT分析；市场营销；价格策略；饥饿营销xxxx学院毕业论文第III页AbstractInrecentyears,withthedevelopmentofintelligentmobilephone,developmentoftheglobalmobilephonemarketsituationisgood,andthecompetitionisfiercedaybyday.Survey,in2014onequarterofChinesemobilephoneshipmentsreachedAboutonetrillionandseventymillionTaiwan,andlastyearonlyshipped3million,salesChinamobilephonemarketgrew7.2%,uptonow,Chinesemobilephoneusershasreachedatotalof1037180000households.Inmanydomesticmobilephone,mobilephoneisundoubtedlythemostattractsb.'sattention,itisaseriesofhighperformancehaveafeverclassintelligentmobilephonemilletcompanyresearchanddevelopment.ThelatestM3notehasreleasedmilletandrice,mainlyformobilephonefancier,usingtheonlinesalesmodel,theintelligentmobilephoneis2000yuanoftheworldwithintheconfigurationasapple,becomethesinglemostpopulardomestichigh-endintelligentmobilephone.Thispaperfirstcarriesonthebriefintroductiontothemilletmobilephone,thentheSWOTanalysis,furtheranalysisonthemarketingstrategiesofmilletmobilephonethatusesatpresent,atthesametime,findouttheproblemsinthemarketingprocess,andoneonecorrespondingsolutions,inordertoallowittocontinuetomaintainthemomentumofdevelopment,atthesametimeforthedevelopmentofotherdomesticmobilephoneprovidesthereference.Keywords:SWOTanalysis;marketing;pricestrategy;hungermarketingxxxx学院毕业论文第IV页目录摘要...........................................................................................................................IIAbstract.......................................................................................................................III第一章序论.................................................................................................................11.1选题背景.........................................................................................................11.2选题意义.........................................................................................................11.3本文研究内容.................................................................................................2第二章相关理论.........................................................................................................32.14P理论——以满足市场需求为目标............................................................32.24C理论——以追求顾客满意为目标...........................................................3第三章小米手机简介及其SWOT分析....................................................................53.1小米手机简介.................................................................................................53.2小米手机的SWOT分析................................................................................53.2.1优势......................................................................................................53.2.2劣势......................................................................................................73.2.3机遇......................................................................................................83.3.4威胁......................................................................................................9第四章小米手机营销策略分析...............................................................................104.1推广策略.......................................................................................................104.2网上促销分销策略.......................................................................................114.2.1网上促销策略....................................................................................114.2.2网上分销策略....................................................................................114.3产品策略.......................................................................................................124.4定价策略.......................................................................................................124.5渠道策略.......................................................................................................13第五章小米手机营销方面的问题分析...................................................................145.1管理层问题...................................................................................................145.2市场定位问题...............................................................................................14xxxx学院毕业论文第V页5.3质量与利润问题...........................................................................................145.4售后服务问题...............................................................................................14第六章解决小米手机营销问题的对策...................................................................166.1专业团队管理公司.......................................................................................166.2明