小米手机在市场中的营销策略分析+SWOT分析
关键字：小米公司；小米手机；营销战略.
Analysis of MIUI marketing strategy in the market
Abstract: In recent years, China mobile industry rapid development, mobile phone has been gradually popular, as of 2013 February, the latest communications industry report released China's Ministry of industry and information display, mobile phone users for the first time in 1000000000 households, the numerical value is 1006920000 households in China, as the largest mobile phone market, in the face of huge capacity and competitive mobile phone market environment, millet as a domestic brand mobile phone, a new force suddenly rises. But compared to the millet mobile phone companies and foreign competitors, there are still a large gap. In this paper, millet mobile phone marketing strategy as the research object, through the basic analysis of millet mobile phone the current marketing strategy, brand strategy, channel strategy, pricing and promotion strategies, summarized the main problems of millet mobile phone's current marketing strategy and have the advantage, finally extracted millet mobile phone marketing implications. Find a new direction for many national mobile phone brand marketing.
Key words: company of MIUI; MIUI phone; Marketing strategy;
目 录
摘要I
ABSTRACTI
目 录 II
1 绪论 1
1.1 研究的背景、目的与意义 1
1.2 全球智能手机现状 1
1.2.1 智能手机改变手机市场竞争格局 1
1.2.2 手机操作系统平台商现状 2
1.2.3 国内智能手机现状 3
1.3 论文研究的内容 8
2 营销战略相关理论 8
2.1 SWOT分析方法 8
2.2 目标市场五种选择模式 9
2.3 目标市场营销战略 9
3 北京小米有限公司现状 11
3.1 小米公司介绍 11
3.2 小米团队成员介绍 12
3.3 小米手机介绍 13
3.4 小米手机网络营销现状 13
4 手机市场环境分析 15
4.1 中国智能手机市场分析 15
4.2 手机市场竞争者分析 17
4.2.1苹果 18
4.2.2 三星 19
4.2.3 HTC 19
4.3 小米手机SWOT分析 19
5 小米营销战略研究 21
5.1 市场定位 21
5.2 市场定位分析 21
5.2 小米手机销售渠道 22
5.3 小米手机的竞争优势 23
5.4 小米“铁三角”——硬件、软件、服务 23
5.5 发展建议 25