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1、摘要摘要本文将根据中国手机市场的市场发展现状(市场规模和结构、市场特点等)和发展趋势,对小米手机市场的竞争现状、竞争格局、消费者市场需求、营销策略进行详尽的分析。并基于以上研究,对小米手机市场的营销策略进行研究,并提出了可行的营销策略建议。本文系统地提出了小米手机的营销策略;并通过对中国手机市场的分析,指出小米智能手机在保证产品产量和质量的前提下,必须在细分市场上以集中差异化产品为基础,以服务差异化为竞争底牌,紧密贴近国内消费者的消费愿望和需求,紧紧把握客户完全满意的手机消费文化,才能在竞争中立于不败之地。星巴克CEO霍华德•舒尔茨说
2、过:“要建立一个影响深远的伟大品牌,首先得有一个有吸引力的产品”。这由一堆名牌硬件组装起来的高端配置,最终能不能得到消费者的认可才是企业的最终目标。作为国内被寄予希望的小米手机,该如何走出一条适合自己的企业发展道路,能不能带领中国智能手机走出困境,本文将通过分析小米手机的现状,并给出相应的解决方案。关键词:智能手机,小米,品牌营销,差异化,互联网手机-21-AbstractAbstractThispaperexpoundsthecurrentsituationofdevelopmentofmarketofChinesemobileph
3、onemarket(marketsizeandstructure,marketcharacteristicsanddevelopmenttrendofmobilephone),themarketcompetitionsituation,thecompetitionpattern,theconsumermarketdemand,domesticandforeignmobilephonemanufacturersmarketingstrategyareanalyzedindetail.Basedontheaboveresearch,the
4、milletmobilephonemarketmarketingstrategyresearch,andproposedthefeasiblemarketingstrategy.Thispapersystematicallypresentsthemilletmobilephonemarketingstrategy;andthroughanalyzingtheChinesemobilephonemarket,pointsoutthatmilletintelligentmobilephoneinthepremiseofensuringpr
5、oductquality,mustbeinthemarketsegmentstoconcentrate,differentiatedproductsasthebasis,toservicedifferentiationforthecompetitioncards,closertothedomesticconsumerdemand,accuratelygraspthecustomercompletelysatisfiedwiththemobilephoneconsumptionculture,abilityisincompetition
6、remaininvincible.StarbucksCEOHowardSchultzsaid:"toestablishafar-reachinggreatbrand,firstofallmusthaveanattractiveproduct".Apileofbrand-namehardwareassembledhigh-endconfiguration,willgetconsumerrecognitionisthekey.Asthemosthopeismillet,mobilephone,howtowalkoutofasuitable
7、enterprisedevelopmentroad,canleadtheChineseintelligentmobilephoneoutofthepredicament,thispaperwillanalyzethecurrentsituationofmillet,givesthecorrespondingsolutions.Keyword:Intelligent,mobilephone,MobileInternet,Brandmarketing,Productionofalienation,Internetmobilephone-2
8、1-目录目录摘要IAbstractII目录III引言1第一章品牌营销战略21.1品牌理论综述21.2市场营销理论综述31.3市场营销组合理论4第二章小米手机营销环境分析62.1宏观环境分析62.1.1人文环境72.1.2