小米手机营销策略分析毕业论文

小米手机的市场营销策略分析

姓名：xx

学院：x x x x

专业：电子商务

班级：10.1

指导教师：xx

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

Abstract

In recent years, with the development of intelligent mobile phone, development of the global mobile phone market situation is good, and the competition is fierce day by day. Survey, in 2014 one quarter of Chinese mobile phone shipments reached About one trillion and seventy million

Keywords: SWOT analysis; marketing; price strategy; hunger marketing

目录

摘要.............................................................................................................................. Abstract ............................................................................................................................ 第一章序论....................................................................................................................

1.1选题背景 ...........................................................................................................

1.2选题意义 ...........................................................................................................

1.3本文研究内容 ................................................................................................... 第二章相关理论............................................................................................................

2.1 4P理论——以满足市场需求为目标..............................................................

2.2 4C理论——以追求顾客满意为目标 ............................................................. 第三章小米手机简介及其SWOT分析 ......................................................................

3.1小米手机简介 ...................................................................................................

3.2小米手机的SWOT分析..................................................................................

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........................................................................................................................ 第四章小米手机营销策略分析....................................................................................

4.1推广策略 ...........................................................................................................

4.2网上促销分销策略 ...........................................................................................

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4.3产品策略 ...........................................................................................................

4.4定价策略 ...........................................................................................................

4.5渠道策略 ........................................................................................................... 第五章小米手机营销方面的问题分析........................................................................

5.1管理层问题 .......................................................................................................

5.2市场定位问题 ...................................................................................................

5.3质量与利润问题 ...............................................................................................