小米手机营销策略分析

论文总字数：18563字

摘 要

作为国产手机界的黑马，小米手机通过有别于传统营销的“互联网 ”营销模式取得了巨大成功并成为全球第四大手机品牌，为中国互联网企业带来了宝贵的前车“示范”经验。而随着5G技术的加速落地，中国智能手机行业将发生巨大变革，软件应用多元化、外观设计创新、人工智能功能升级、成本结构加速优化等诸多发展要求。2019年是5G手机新机型“探市”的一年，国内手机市场新一轮的换机潮已然开启，智能手机品牌将面临更大范围的行业洗牌。

虽然小米在5G手机领域已经取得一定成绩，面对十面埋伏的激烈竞争环境，小米未来的发展道路仍充满挑战。本文通过分析小米手机营销策略的利与弊并提出优化建议，旨在为类似企业提供营销策略借鉴，为市场营销理论研究扩充应用领域并注入新鲜血液。

本文主要分为两部分。第一部分首先简要阐述了小米手机所处的手机市场发展背景并提出了5G时代到来将引发的行业革命趋势，在梳理归纳与本文相关的国内外市场营销理论研究成果基础上，提出了本文的研究框架和内容。第二部分是在介绍小米公司发展沿革基础上分析小米手机的内外部环境，并基于市场营销理论剖析其营销策略，针对营销策略中影响发展的弊病问题提出了市场营销优化策略的解决方案。

关键字：小米手机；互联网企业；SWOT分析；4P营销策略；

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ABSTRACT

As a black horse in the domestic mobile phone industry, Xiaomi Mobile has achieved great success through the "Internet " marketing mode, which is different from traditional marketing, and has become the fourth largest mobile phone brand in the world. With the accelerated landing of 5g technology, China's smart phone industry will undergo tremendous changes. The new generation of smart phones will face many development requirements, such as the upgrading of artificial intelligence functions, diversified innovative application design, accelerated optimization of cost structure, etc. 2019 is the year of "market exploration" for new 5g mobile phone models. A new round of change in the domestic mobile phone market has begun, and smart phone brands will face a wider range of industry reshuffle.

Although Xiaomi has made some achievements in the field of 5g mobile phones, in the face of the fierce competition environment, Xiaomi's future development path is still full of challenges. This paper analyzes the advantages and disadvantages of Xiaomi's mobile marketing strategy and puts forward optimization suggestions, aiming to provide marketing strategy reference for similar enterprises, expand the application field of marketing theory research and inject fresh blood.

This paper is divided into two parts. In the first part, the background of the development of Xiaomi mobile phone market is briefly described and the industrial revolution trend that will be triggered by the coming of 5g era is proposed. Based on summarizing the domestic and foreign research results of marketing theory related to this paper, the research framework and content of this paper are proposed. The second part is to analyze the internal and external environment and marketing strategy of Xiaomi mobile phone, and put forward the solution of marketing optimization strategy in view of the disadvantages that affect the development of marketing strategy.

Key words: Xiaomi Mobile；Internet enterprise; SWOT analysis; 4P marketing strategy;

目 录

摘要 ……………………………………………………………………………………………Ⅰ

Abstract …………………………………………………………………………………… Ⅱ

第一章 绪论

1.1研究背景与意义

1.2研究思路与内容

第二章 文献综述

2.1国外营销理论研究综述

2.2国内营销理论研究综述

第三章 小米手机营销策略分析

3.1内部环境分析

3.1.1小米公司简介

3.1.2小米手机SWOT分析

3.2小米手机营销策略分析

3.2.1 产品研发阶段营销策略分析

3.2.2 产品发布阶段营销策略分析

3.2.3 产品推广阶段营销策略分析

3.3小米手机营销策略存在的问题

3.3.1实体销售匮乏

3.3.2售后服务体系不健全

3.3.3“饥饿营销”模式存在问题

3.3.4小米手机未能细化销售市场

第四章 小米手机营销策略的优化措施/建议

4.1产品策略

4.1.1产品技术创新

4.1.2品牌形象升级

4.2价格策略

4.3渠道策略

4.3.1精准布局营销渠道

4.3.2数据化管理营销渠道

4.4促销策略

4.4.1借势限时优惠促销

4.4.2关联产品捆绑促销

第五章 结束语

结论 ………………………………………………………………………………

参考文献（References） ……………………………………………………………

致谢 ………………………………………………………………………………

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