《浅谈北京小米有限责任公司营销模式.docxVIP

武汉理工大学毕业设计（论文） 题目：浅析北京小米科技有 限责任公司营销模式摘 要 2011年8月16日，小米手机正式发布。作为国产手机，它通过一套优秀的营销策略，异军突起，引起了强烈的反响。以小米手机营销策略为研究对象，通过对小米手机现行的产品策略、定价策略、渠道策略、促销策略等进行分析，归纳出小米手机现行营销策略已具备的优势和其主要问题所在，最后针对存在的问题提出一些建设性的建议，希望对小米科技公司有所启发，也为国内手机公司提供借鉴。? 本文用介绍小米科技有限公司及手机行业市场状况，分析了小米科技有限公司新产品小米手机的目标市场选择和产品定位，指出了小米科技有限公司及小米手机的主要竞争优势。然后，通过对小米科技有限公司营销渠道介绍以及根据公司的组织结构和营销信息管理系统的特点，确立了公司对小米手机产品的营销渠道的选择和营销对策。使小米手机上市推广计划能够得到有效地执行和对执行结果合理及时的考评、控制及更新，为小米手机的市场推广得以成功奠定了良好的基础；更为小米科技有限公司市场营销工作提供了有价值的参考和建议。关键词： 小米手机； 营销策略； 饥饿营销???AbstractOn?August?16,?2011,?MIUI?phone?officially?released.?As?domestic?handset,?it?emerged,through?a?set?of?good?marketing?strategy,?caused?a?strong?reaction.With?MIUI?phone?marketing?strategy?as?the?research?object,?through?to?MIUI?phone?current?product?strategy,?pricing?strategy,?channel?strategy,?promotion?strategy,?such?as?analysis,?induces?MIUI?phone?marketing?strategy?has?the?advantage?of?the?current?and?its?main?problem,?at?last?puts?forward?some?constructive?Suggestions?to?millet?technology?companyand?a?simple?summary.?For?MIUI?phone?business?development,?product?advice,?market?positioning,?which?has?laid?a?good?foundation.?For?MIUI?phone?technology?companies?can?inspire,?also?for?the?domestic?mobile?phone?companies?complement?each?other.This?paper?introduce?the?company?and?the?mobile?phone?industry?market?conditions,?analysis?of?the?companys?new?products?MIUI?phone?of?selection?of?target?market?and?product?positioning,?MIUI?phone?companies?and?points?out?the?main?competitive?advantage.?Then,?based?on?the?companys?marketing?channel?are?presented?as?well?as?according?to?the?companys?organization?structure?and?the?marketing?information?management?system?characteristic,?established?company?of?MIUI?phone?product?marketing?channel?choice?and?the?marketing?countermeasures.?The?MIUI?phone?market?promotion?plan?can?be?effectively?executed?and?result?of?execution?of?a?reasonable?and?timely?evaluation,?control?and?update,?as?MIUI?phone?marketing?success?laid?a?good?foundation;?more?compani