-小米公司营销模式.docVIP

小米公司营销模式 目 录 一、绪论························································1 （一）论文背景与意义···················································1 （二）论文研究内容·····················································2 二、互联网手机行业的发展现状及趋势······························2 三、小米公司现状与营销环境分析··································2 （一）小米公司简介·····················································2 （二) 小米产品简介·····················································2 （三）小米公司营销环境的SWOT分析法····································4 （四）小米公司营销环境的波特五力模型分析法·····························6 四、小米公司的营销策略··········································8 （一）产品策略·························································8 （二）定价策略·························································8 （三）促销推广策略·····················································8 （四）渠道策略·······················································10 五、互联网手机行业发展的对策建议·······························10 参考文献·······················································11致谢···························································13 小米公司营销模式浅析 摘 要：近年来，移动通讯业迅速发展，智能手机迅速普及起来。据统计2013年智能手机用户达到16亿，中国成为全球最大的手机市场，面对日益激烈的竞争环境，传统手机厂商在压缩成本的空间上渐渐缩小，以至于在价格上无法吸引一部分消费者。小米公司异军突起，首创了用互联网模式开发手机操作系统、发烧友参与开发改进的模式，这标志着互联网手机行业的兴起。小米公司发展至今，开始涉足到与手机相关的其它衍生产品，小米的成功不是偶然，很大程度上是对网络营销的深深发掘，这对我国网络营销的发展有很大的借鉴意义。从小米公司营销模式中，我们应该怎样在互联网手机行业在网络营销白热化的背景下，应该怎样的去发展。 关键词：智能手机；小米手机;互联网手机行业 Millet company marketing mode is analysed ABSTRACT: In recent years, the rapid development of mobile telecommunications, smart phone quickly popularized. According to statistics, 2013 smartphone users reached 1.6 billion， China became the worlds largest mobile phone market, in the face of increasingly fierce competitive environment, the traditional phone makers in the compression space gradually narrowing, part on the price to attract consumers. the meteoric rise of millet company pioneered the mobile phone operating system developed on the Internet mode, enthusiasts to partic