畢業(yè)論文（設(shè)計）xx手機的營銷策略研究

1、小米手機的營銷策略研究小米手機的營銷策略研究【摘要摘要】隨著經(jīng)濟全球化和手機市場競爭形勢的加劇，國產(chǎn)手機企業(yè)為了與國外手機企業(yè)競爭，共同爭奪手機市場份額，提高市場占有率，這就需要國產(chǎn)手機企業(yè)在營銷策略上發(fā)展和創(chuàng)新。北京小米科技有限責(zé)任公司自成立以來就備受行業(yè)的注目，火爆熱銷。本文采用個案分析的方法對小米手機營銷策略的分析，根據(jù)其對市場細分和定位的獨到之處以及其對4P理論的巧妙運用進行了詳細研究，分析其優(yōu)缺點，找到最適合中國手機市場發(fā)展的

2、營銷策略，并據(jù)此分析未來小米向更深、更廣闊的市場發(fā)展的新的機會及戰(zhàn)略轉(zhuǎn)型?！娟P(guān)鍵詞關(guān)鍵詞】小米手機營銷組合理論營銷策略XiaoMiXiaoMiMobileMobilePhonePhoneMarketingMarketingStrategyStrategyResearchResearch【AbstractAbstract】Withtheeconomicglobalizationthemobilephonemarketcompetition

3、intensifyingDomesticmobilephonecompaniestocompetewithfeignmobilephoneenterprisesCommonfthemobilephonemarketshareimprovemarketsharewhichrequiresdomestichsetenterprisedevelopmentinnovationinmarketingstrategy.BeijingXiaoMit

4、echnologyCo.LtdgetindustryattentionsinceitsestablishmentSalesbooming.ThispaperadoptsthemethodofcaseanalysisthroughtheanalysisoftheXiaoMiphonemarketingstrategyaccdingtoitsuniquefeatureofmarketsegmentationpositioningtheusi

5、ngofthe4PtheyindetailanalyzesitsadvantagesdisadvantagestofindthemostsuitablefthedevelopmentofChinasmobilephonemarketmarketingstrategyonthebasisofanalysisofXiaoMitothedeeperwiderinthefuturemarketdevelopmentofnewopptunitie

6、sstrategictransfmation.【KeyKeywdswds】XiaoMiMobilePhone；MarketingMixThey；MarketingStrategy目錄1緒論..............................................................................................................................

7、................31.1研究背景..........................................................................................................................31.2研究內(nèi)容..................................................................

8、........................................................32研究的理論基礎(chǔ).......................................................................................................................42.1市場細分與目標(biāo)市場定位理論...................

9、..................................................................42.2市場營銷組合理論.........................................................................................................42.2.1產(chǎn)品策略...........................

10、...................................................................................52.2.2價格策略..............................................................................................................52.2.3渠道策略.......

11、......................................................................................................52.2.4促銷策略............................................................................................................

12、.63手機行業(yè)發(fā)展現(xiàn)狀及存在的問題...........................................................................................63.1國內(nèi)外手機市場現(xiàn)狀...................................................................................................

13、...63.2手機行業(yè)存在的問題......................................................................................................74小米手機的營銷策略...........................................................................................

14、....................84.1小米科技公司..................................................................................................................84.2小米手機....................................................................

15、......................................................84.3小米手機的市場細分與定位..........................................................................................94.4小米手機的市場營銷策略.............................................

16、...............................................104.5小米手機營銷特點：差異化創(chuàng)新................................................................................115小米手機營銷策略存在的問題及改進措施.....................................................

17、......................125.1小米手機營銷策略存在的問題....................................................................................125.2小米手機營銷策略的改進措施..............................................................................

18、......13結(jié)束語...........................................................................................................................................15參考文獻................................................................