小米手机营销中存在问题及策略研究.docxVIP

小米手机营销中存在问题及策略研究 PAGE II PAGE 15 目 录 TOC \o 1-3 \h \z \u 一、绪论 1 二、理论综述 1 （一）STP战略 1 （二）市场营销组合理论 2 三、小米手机营销现状分析 3 （一）小米公司介绍 3 （二）小米手机营销现状 3 四、小米手机营销中存在问题及原因分析 5 （一）产品供应链控制能力缺乏 5 （二）营销渠道受限 5 （三）广告投入不准确 6 （四）售后诉求难 6 五、小米手机营销环境分析 7 （一）宏观环境分析 7 （二）微观环境分析 8 （三）SWOT分析 10 六、小米手机营销策略 11 （一）拓展线下销售渠道 12 （二）提高售后服务 12 （三）完善提高对供应链的控制 12 （四）选择合适的广告宣传方式 13 结论 13 参考文献 14 摘 要 随着科技的进步和社会环境的不断改变，人民生活水平不断提高，对人们来说，手机越来越成为不可或缺的电子产品，手机的广泛应用推动了社会的变革。手机行业发展迅速，其中小米手机在新兴互联网环境中表现最为突出。在阅读大量关于小米手机及其他移动设备的资料的基础上，本人对小米手机进行营销策略分析，分析了小米手机的营销现状及其优势，及其存在的问题，主要是：售后诉求难、供应链管理能力缺乏、广告投资不准确、销售渠道有限等。对小米手机的营销的宏观和微观环境进行了分析，运用STP战略分析方法和SWOT分析法，阐述小米手机的竞争优势和劣势，找出竞争中的问题，从而提出小米手机的可行性营销策略建议，主要为提高售后服务、完善对供应链的控制、选择适合的宣传方式、拓展线下销售渠道。 关键词：小米手机；营销策略；手机营销 Abstract With the progress of science and technology and the continuous change of social environment, peoples living standards continue to improve, for people, mobile phones are becoming more and more indispensable electronic products, the wide application of mobile phones has promoted social change. Mobile phone industry is developing rapidly, among which Mi phone in the emerging Internet environment performance is the most prominent. On the basis of reading a lot of information about Mi mobile phone and other mobile devices, I analyzed the marketing strategy of Mi Mobile phone, analyzed the marketing status and advantages of Mi mobile phone, and its existing problems ,mainly: difficult after-sales appeal, lack of supply chain management ability, inaccurate advertising investment, limited sales channels and so on. This paper analyzes the macroscopic and microscopic environment of the marketing of Mi Mobile phone, expounds the competitive advantages and disadvantages of Mi mobile phone by using STP Strategic analysis method and SWOT analysis method, finds out the problems in the competition, and puts forward the feasible marketing strategy suggestion of Mi mobile phone, mainly to improve the after-sales service