小米手机的营销策略分析.doc

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烟 台 大 学 文 经 学 院
毕 业 论 文〔设 计〕
小米手机的营销策略分析
Analysis of Marketing Strategy ome time, it brings hope for the domestic mobile phone in the fierce marketing petition. Although, Millet mobile phone has made great achievements in the marketing process, pared with the Apple iphone mobile phone, itstill e*ist many deficiencies in the marketing process andvulnerable to many foreign mobile phone shocks. In this regard, Millet phone still needto make further efforts to open a larger market for the domestic mobile phone marketing. Therefore, this paper will investigate the Millet mobile marketing strategies and a brief analysis of its marketing strategy for it and to find out the current difficulties encountered in the process of Millet mobile marketing
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.Finally, put forwardsomecountermeasures to solve these difficulties and I hope that these suggestions to promote the Millet mobile marketing will really help.
Keywords：Millet phone; smart phones; marketingstrategy
目 录
一、研究背景及意义. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
二、小米手机营销环境分析.........................................1
〔一〕小米公司简介..............................................1
(二) 小米公司开展现状..........................................1
(三)智能手机行业竞争环境分析....................................3
1、现有的竞争强度...............................................3
2、新进入者的威胁...............................................4
3、替代品的威胁.................................................4
4、供给商讨价还价的能力.........................................4
5、顾客的谈价还价的能力.........................................5
三、小米手机营销策略分析. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
〔一〕小米手机自身产品分析.......................................5
〔二〕小米手机价格分析 ..........................................6
〔三〕小米手机渠道分析 ..........................................6
〔四〕小米手机促销分析 ..........................................7