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1、第21頁小米手機(jī)的市場(chǎng)營銷策略分析姓名:xx學(xué)院:xxxx專業(yè):電子商務(wù)班級(jí):10.1指導(dǎo)教師:xx第21頁摘要近年來,隨著智能手機(jī)的興起,全球手機(jī)市場(chǎng)發(fā)展勢(shì)態(tài)良好,與之而來的競(jìng)爭(zhēng)也日趨激烈。調(diào)查顯示,2014年一季度中國手機(jī)出貨量達(dá)到1億七千多臺(tái),而去年全年僅出貨3億多臺(tái),中國手機(jī)市場(chǎng)銷量同比增長(zhǎng)7.2%,截至目前,中國手機(jī)用戶總數(shù)已達(dá)10.3718億戶。而在眾多國產(chǎn)手機(jī)中,小米手機(jī)無疑最引人注目,它是小米公司研發(fā)的一系列高性能發(fā)燒級(jí)智能手機(jī)。最新款小米M3和紅米note已發(fā)布,主要針對(duì)手機(jī)發(fā)燒友,采用線上銷售模式,是世界上配置堪比蘋果的20
2、00元內(nèi)的智能手機(jī),成為當(dāng)今國內(nèi)單款最熱門的高端智能手機(jī)。本文首先對(duì)小米手機(jī)進(jìn)行簡(jiǎn)要介紹,其次對(duì)其進(jìn)行SWOT分析,最后進(jìn)一步分析小米手機(jī)目前采用的市場(chǎng)營銷策略,同時(shí)找出其在營銷過程中存在的問題,并一一提出相應(yīng)的解決辦法,以期能使其繼續(xù)保持發(fā)展勢(shì)頭,同時(shí)為其他國產(chǎn)手機(jī)的發(fā)展提供借鑒依據(jù)。關(guān)鍵詞:SWOT分析;市場(chǎng)營銷;價(jià)格策略;饑餓營銷第21頁AbstractInrecentyears,withthedevelopmentofintelligentmobilephone,developmentoftheglobalmobilephonemark
3、etsituationisgood,andthecompetitionisfiercedaybyday.Survey,in2014onequarterofChinesemobilephoneshipmentsreachedAboutonetrillionandseventymillionTaiwan,andlastyearonlyshipped3million,salesChinamobilephonemarketgrew7.2%,uptonow,Chinesemobilephoneusershasreachedatotalof10371800
4、00households.Inmanydomesticmobilephone,mobilephoneisundoubtedlythemostattractsb.'sattention,itisaseriesofhighperformancehaveafeverclassintelligentmobilephonemilletcompanyresearchanddevelopment.ThelatestM3notehasreleasedmilletandrice,mainlyformobilephonefancier,usingtheonline
5、salesmodel,theintelligentmobilephoneis2000yuanoftheworldwithintheconfigurationasapple,becomethesinglemostpopulardomestichigh-endintelligentmobilephone.Thispaperfirstcarriesonthebriefintroductiontothemilletmobilephone,thentheSWOTanalysis,furtheranalysisonthemarketingstrategie
6、sofmilletmobilephonethatusesatpresent,atthesametime,findouttheproblemsinthemarketingprocess,andoneonecorrespondingsolutions,inordertoallowittocontinuetomaintainthemomentumofdevelopment,atthesametimeforthedevelopmentofotherdomesticmobilephoneprovidesthereference.Keywords:SWOT
7、analysis;marketing;pricestrategy;hungermarketing第21頁目錄摘要IIAbstractIII第一章序論11.1選題背景11.2選題意義11.3本文研究?jī)?nèi)容2第二章相關(guān)理論32.14P理論——以滿足市場(chǎng)需求為目標(biāo)32.24C理論——以追求顧客滿意為目標(biāo)3第三章小米手機(jī)簡(jiǎn)介及其SWOT分析53.1小米手機(jī)簡(jiǎn)介53.2小米手機(jī)的SWOT分析53.2.1優(yōu)勢(shì)53.2.2劣勢(shì)73.2.3機(jī)遇83.3.4威脅9第四章小米手機(jī)營銷策略分析104.1推廣策略104.2網(wǎng)上促銷分銷策略114.2.1網(wǎng)上促銷策略114
8、.2.2網(wǎng)上分銷策略114.3產(chǎn)品策略124.4定價(jià)策略124.5渠道策略13第五章小米手機(jī)營銷方面的問題分析145.1管理層問題145.2市場(chǎng)定位問