企业饥饿营销策略研究—以小米公司为例.docVIP

唐 山 学 院 毕 业 论 文 论文题目：企业饥饿营销策略的研究—以小米公司为例 系 别： 经济管理系 班 级： 09市场营销（1）班 姓 名 学 号： 赵现收4090525122 指 导 教 师： 田利娟 2013年6月 企业饥饿营销策略的研究—以小米公司为例 摘 要 随着市场经济的飞速发展，手机尤其是智能手机在我国获得了广泛的普及，截止到2012年第二季度，中国已崛起为全球第一大智能手机市场达3310万部，超过了同期美国智能手机市场2500万部的出货量。Enterprise hunger marketing strategy--Xiaomi company, for example Abstract With the rapid development of the market economy, Mobile phones, especially smart phones have gained wide popularity in China. Until the second quarter of 2012, China has emerged as the worlds largest smartphone market. 2013, Chinas smart phone shipments will reach is expected to reach 33,100,000, 25 million more than the same period in the U.S. smartphone market shipments. Which also created a large number of companies to enter the mobile phone market, which increasingly competitive market, how to become a major issue facing each company in a number of competitors. Xiaomi company established in April 2010, becomes the mobile phone industry with annual sales of 12 billion yuan in a short time. Hunger marketing strategy becomes a great tribute to the company’s development. But at the same time, Hunger marketing also brought some negative issues. This article attempts by studying the hunger marketing techniques and the pros and cons, in order to provide a meaningful reference for the development of other companies, which can promote the development of the industry. Keywords: Xiaomi company; Hunger marketing目 录 1 引言 1 2市场营销及相关理论的研究 2 2.1手机行业饥饿营销常用方式 2 2.2饥饿营销理论的内涵 2 2.3饥饿营销理论的发展和应用 4 3小米公司市场营销现状 5 3.1小米公司的公司概述 6 3.2小米公司的营销策略的运用情况分析 7 3.2.1产品策略 7 3.2.2定价策略 8 3.2.3促销推广策略 8 3.2.4渠道策略 8 3.3饥饿营销策略带来的利弊分析 18 3.3.1优势 9 3.3.2弊端 10 3.4分析对其他公司的借鉴意义 11 4总结 12 参考文献 13 1 引言 随着我国成为世界上最大的手机市场，手机行业的竞争越来激烈，再加上经济技术的发展和人们生活水平的提高，购买手机尤其是智能机的人越来越多。众多公司为了在这个充满诱惑力的市场上站稳脚跟乃至做大最大都需要高超的手段和策略。苹果公司的快速成长在很大程度上归功于它所擅长营销手段，并在iPhone和iPad的销售中达到登峰造极的地步，这一切，都为它成为世界上市值最高的科技公司奠定