欢迎来到天天文库
浏览记录
ID:62122182
大小:1.83 MB
页数:45页
时间:2021-04-17
《最新小米案例分析英文版MIUI分析解析教学讲义ppt课件.ppt》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、小米案例分析英文版MIUI分析解析BackgroundBeijingXiaomiTechnologyCo.,Ltd.establishedinApril2010.ItisamobileInternetcompanyfocusedonself-developmentofhigh-endsmartphones.TheteamisformedbytopspecialistscomingfromGoogle,MicrosoftandJinshan.MainproductsThreebusiness手机MIUI米聊TargetmarketPeoplewhohas
2、habitsofshoppingonlineandgettinginformationfromthenetworkPrice-sensitivemiddle-incomegroupWebpromotionMarketingStrategySaleschannelsProductPositioningProductPositioningpositioningEnthusiasts’mobilephoneLowpriceXiaomi’sstrategicadvantage:themostaffordablehigh-endsmartphonesSalesc
3、hannelsOnlineSales:B2Ce-commercesales为企业提供销售渠道同时具有调查、服务、咨询一体的特点;在线销售减少了中间环节对利润的削减,直接降低了产品价格。MarketingStrategyWordofmouthmarketingEventmarketingLei’seffectMicrobloggingmarketingCommunityandforumsWordofmouthmarketingXiaomiSmartphonehasattractedpeople’sattentionbyitsexcellentconfig
4、urationandlowpricebecausemoreandmoreuserscareabouttheperformance-to-priceratio.Inthemeantime,loyalusersofXiaomiSmartphonehaveincreasedandhaveleftgreatinfluenceonotherpeople.Itshighperformance-to-priceratioisfavoredbypeople,thiskindofmarketingmakesitsucceedandlaysbasisfortheonlin
5、esalesafterwards.TheeventmarketingSellingengineeringmachineLei’seffectHypingallkingsoftopics1.Canengineeringmachinebesold?SellingengineeringmachineisagreatinnovationofXiaomiSmartphone.Ithasdoneenoughpropagandaformobilehardwareadvantageinearlyperiod,andthecompanysellsengineeringm
6、achineatapricelowerthan300RMB.Thebehaviorhasgotmedia’sattentionandthecompanyhasgotvaluableadviceandsuggestiontomakeimprovement.2.Hyping“thequalitygate”XiaomiSmartphonesinksinto“thequalitygate”afterappearingonthemarket20daysIthasarisenproblemssuchasbuttonsareinflexibleandpaintpee
7、lsoff.Asthecompanyhaspromisedtomakequalityimprovementandshouldertheresponsibilityofaftersalesconstruction.Then“thequalitygate”hassubsided.Fortunately,theusersstillhaveconfidenceonXiaomiSmartphoneandithaswongoodreputation.3.DoesXiaomiSmartphonecomefromstealing?Recently,therumorso
8、fXiaomiSmartphonecomingfromstealingalwaysappear
此文档下载收益归作者所有