小米手机的产品策略分析.docVIP

小米手机的产品策略分析 摘 要 随着我国经济的不断发展，人民收入水平的不断提高，对手机的要求也越来越高，手机的销售市场也呈现出迅速增长的趋势。据统计，中国的手机销售量已超过9亿，成为全世界最大的手机销售地。在这竞争激烈的手机市场中，小米手机作为国产手机的领导者，它发展迅猛，以其独特的营销策略，引起了广泛的关注。但是事物的发展不可能是一帆风顺的，小米手机在其营销过程中也存在诸多问题。本论文根据小米手机当下的营销策略为研究主体，通过对小米手机目前存在的优势、劣势、机会和威胁等方面进行研究，归纳了小米手机在其营销过程中存在的问题，并给出了相应的解决对策，有助于小米手机在以后的营销过程中能有一个很好的补充。 关键词：小米手机；；The Marketing Strategy of MI mobile phone Abstract With the constant development of our country’s economy, people’s income increase on and on, in order that the requirements of mobile phone become higher and higher, and it is also a trend that sales market of mobile phone is growing rapidly.According to the statistics, Chinas sales volume of mobile phone has exceeded 900 million and China has became the biggest mobile phone sales area in the world. In the fierce competition of mobile phone market, MI, as leader of domestic manufacturers, it blossom swiftly and violently, and arouse wide public concern because of the unique marketing strategies. But nothing can always likes smooth sailing in the growth path, there are also some problems in MI’s marketing process.The research principal part of this article is current marketing strategies of MI. Through the research of present MI’s strengths, weaknesses, opportunities, and threats, it summarizes the problems in marketing and put forward relevant solutions to help MI mobile phone has a very good supplement later marketing process. Key words:MI mobile phone; marketing status; marketing strategy 目 录 摘 要 I Abstract II 绪 论 1 1 小米手机公司简介和营销现状 2 1.1 小米手机公司简介 2 1.2 小米手机营销现状 2 1.2.1 产品现状 2 1.2.2 定价现状 2 1.2.3 促销现状 3 1.2.4 渠道现状 3 2 小米手机的营销环境分析 4 2.1 国内手机市场行业分析 4 2.2 小米手机的竞争对手分析 4 2.3 消费者分析 4 2.4 小米手机的SWOT分析 5 2.4.1 小米手机的优势 5 2.4.2 小米手机的劣势 5 2.4.3 小米手机的机会 5 2.4.4 小米手机的威胁 5 3 小米手机营销环境中存在的问题 6 3.1 小米手机品牌价值低 6 3.2 小米手机缺乏核心技术和创新能力不足 6 3.3 小米手机销售渠道覆盖面窄 6 3.4 小米手机售后服务较差 6 3.5 小米手机过度利用饥渴营销从而流失消费者 7 4 小米手机市场营销问题的解决对策 8 4.1 提高小米手机的品牌形象 8 4.2 加强核心技术研发增强创新能力 8 4.3 拓宽小米手机的销售渠道 8 4.4 完善小米手机的售后服务体