文档介绍：本科毕业论文
题目:
小米手机营销战略研究
摘要
2011年8月16日,在北京798艺术中心小米科技CEO雷军宣布小米手机正式发布。这标志着手机从future phone到smart phone走过了一段10年路程, phone发力的时代。手机是下一个IT时代最发达的载体,机会无限,关键在于发现用户的需求,最重要的还是要有创造用户需求的能力。
本文首先介绍智能手机的研究背景与意义,其次阐述营销战略的相关理论知识,接着介绍小米有限公司现状,以及分析小米手机网络营销战略现阶段取得的成果。然后从中国手机市场和手机市场竞争者的角度分析手机市场环境。最后,通过对小米手机进行SWOT分析,指出小米手机的主要竞争优势,确立了公司对小米手机产品未来发展的营销战略。为小米手机市场定位,产品建议,发展模式等奠定良好的基础;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。
关键字: 小米公司; 小米手机; 营销战略
Abstract
On August 16, 2011, Lei Jun, CEO of MIUI ,announced the official release in Beijing 798 Art Center. This is a symbol of the mobile phone walking over a decade from future phone to smart phone, then it should be the phone times. Mobile phone is the most developed carrier in the next IT times, the opportunity is unlimited, the key is to find the user requirement and the most important thing is to have the ability to create user demand.
The text firstly introduced the background and significance of the research on intelligent mobile phone, then introduced the relevant theoretical knowledge of the marketing strategy, next introduced the pany’s current situation, as well as the gained achievements by analyzing the MIUI work marketing strategy at the present stage. Then it analyzed the mobile phone market environment from the aspect of the market of Chinese mobile phone and mobile phone petitors. Finally, based on the analysis of mobile phone SWOT , the text pointed out the petitive advantage of the MIUI phone and established pany’s MIUI phone product marketing strategies in the future. It laid a good foundation for the MIUI phone’s market positioning, product mendations and the mode of development; more importantly, it provided valuable references and suggestions for the marketing management work of the pany.
Key words: company of MIUI; MIUI phone; Marketing strategy;
目录
1 绪论 1
研究的背景、目的与意义 1
国内外研究现状 1
国外研究现状 1
国内研究现状 2
论文研究的内容 4
2 营销战略相关理论 5
SWOT分析方法 5
目标市场五种选择模式 5
目标市场营销战略 6
3 北京小米有限公司现状 8