国产智能手机网络营销策略研究.pdfVIP

本科论文 摘 要 随着电商平台阿里在美国上市，成为世界电商交易平台，此举必定使世界范围 内的网络购物成为主流，改变着人们的生活方式。在时代的浪潮中，手机的地位不断 提高，正在成为下一次技术革命的重要武器，同时也促进着手机的更新换代，国产手 机品牌如春笋一般迅猛发展，促使网络购物电子商务的大环境下积极开展新型营销 活动，与老牌手机厂商展开了激烈的竞争。 本文致力于在当前大环境下各国内厂商的发展，以如迅雷不及掩耳之势占领网 络销售市场的小米为例，以当前国内宏观市场环境以及小米所处的微观环境出发从国 内国际两个市场之下，分析小米在网络销售条件下采取的4P战略，即产品、价格、 促销、渠道等方面采取的新战略。与此同时，对于小米公司的一部分营销策略，所存 在的问题进行分析和研究，在能力范围内提出解决办法。 关键词：消费心理与行为，网络营销策略，小米手机 本科论文 Abstract With the listing of e-commerce platform ali in the United States, it has become the worlds e-commerce trading platform, which is sure to make online shopping become the mainstream in the world and change peoples lifestyle. In the tide of era, the status of the mobile phone, is becoming the important weapon of the next technological revolution, and promote the upgrading of mobile phones, domestic mobile phone brands such as bamboo shoots, generally rapid development, make the network shopping environment of electronic commerce actively carry out the new marketing campaign, launched a fierce competition with established handset manufacturers. This article on the current circumstances the development of the domestic manufacturers, in order to take the network as they go their ears of millet sales market, for example, in the current domestic macro market environment and millet micro environment starting from both the domestic and international markets, analysis of millet in the network under the condition of sales of 4 p strategy, namely product, price, promotion, channels, etc to take new strategy. At the same time, for part of the marketing strategy of xiaomi company, the existing problems are analyzed and studied, and solutions are proposed within the scope of ability. Key words: Consumer psychology and behavior, Internet marketing, Xiaomi smartphone 本科论文 目 录