资源描述:
《小米手机的营销传播策略分析》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、-华中科技大学硕士学位论文AbstractWiththerapiddevelopmentofinformationtechnology,theupgradingofmobilephonealsohasbecomeincreasinglyfrequent.OnceNokiawhohaddominatedinthefieldofmobilephoneforthelastfifteenyearshasfallenoff,nowtheinternationalwell-knownbrandsuchasAppleandSamsunghasbeengraduallygrownup.Nowaday
2、sthedomesticmobilephoneswhicharefamousforits"shanzhai"changealot.Agrowingnumberofmobilephonebegantobuildtheirbrands,includingMI.asarookieinthedomesticmobilephonefield,MIphonecreatedamarketingmiracleafteranotherinlessthanthreeyearsafteritsdebut,whichsurprisedthecountlesspeopleinmobilephoneindust
3、ry.ThispaperstudiesthemarketingcommunicationstrategyofMIphonemainlythroughthefivepartsof.Thefirstpartisintroduction,mainlyincludingtheresearchbackground,researchpurpose,researchsignificance,researchmethods,thetheoryofmarketingcommunication,andtheinnovationpointsanddifficultiesinstudy.Inthesecon
4、dpart,theauthoranalyzedthemacrobackgroundofMIphone’smarketingcommunicationsfromthreeaspectswhichareaudiencepropertiesinthenewmediaage,thecross-borderintegrationofmediumendproductsandtheconsumerelectronicsmarketcompetitionpattern.Inthethirdpart,theauthorcombingthebrandpositioningofMIphoneandanal
5、yzedmarketingcommunicationsofMIphonefromvariouspartsofthewholeprocessofinformationtransmission.Theforth,fromtheperspectiveofcommunicationstudies,theauthoranalyzedthemarketingdifferencebetweenMIphoneandiPhoneonthebasisof4Csmarketingtheory.Thefifth,IanalyzedthemarketingcommunicationeffectofMIphon
6、ethroughthequestionnaire.ThisarticlestudiedeverypartofthemarketingcommunicationactivitieswithMImobilephone,andpointedouttheadvantagesanddisadvantagesofMIphone,thencarriesonthesummaryanalysis,whichcanputforwardreferenceforotherenterprise’smarketingcampaignswithalotofreflection.Keywords:MIphoneMa
7、rketingbroadcastMarketingstrate------II------华中科技大学硕士学位论文目录摘要............................................................................................................IAbstract....................................................