小米手机营销战略研究教材.doc

本科毕业论文 题目： 小米手机营销战略研究 学 院: 管理学院 专 业: 工商管理 学 号: 学生姓名: 指导教师: 日 期: 二零一一年十二月  摘 要 2011年8月16日，北京798艺术中心小米科技CEO这标志着；  Abstract On August 16, 2011, Lei Jun, CEO of MIUI ,announced the official release in Beijing 798 Art Center. This is a symbol of the mobile phone walking over a decade from future phone to smart phone, then it should be the Internet phone times. Mobile phone is the most developed carrier in the next IT times, the opportunity is unlimited, the key is to find the user requirement and the most important thing is to have the ability to create user demand. The text firstly introduced the background and significance of the research on intelligent mobile phone, then introduced the relevant theoretical knowledge of the marketing strategy, next introduced the MIUI company’s current situation, as well as the gained achievements by analyzing the MIUI phone network marketing strategy at the present stage. Then it analyzed the mobile phone market environment from the aspect of the market of Chinese mobile phone and mobile phone market competitors. Finally, based on the analysis of mobile phone SWOT , the text pointed out the main competitive advantage of the MIUI phone and established the company’s MIUI phone product marketing strategies in the future. It laid a good foundation for the MIUI phone’s market positioning, product recommendations and the mode of development; more importantly, it provided valuable references and suggestions for the marketing management work of the MIUI company. Key words: company of MIUI; MIUI phone; Marketing strategy;  目 录 1 绪论 1 1.1 研究的背景、目的与意义 1 1.2 国内外研究现状 1 1.2.1 国外研究现状 1 1.2.2 国内研究现状 2 1.3 论文研究的内容 4 2 营销战略相关理论 5 2.1 SWOT分析方法 5 2.2 目标市场五种选择模式 5 2.3 目标市场营销战略 6 3 北京小米有限公司现状 8 3.1 小米公司介绍 8 3.2 小米团队介绍 8 3.3 小米手机介绍 8 3.4 小米手机网络营销战略分析 9 4 手机市场环境分析 11 4.1 中国智能手机市场分析 11 4.2 手机市场竞争者分析 13 4.3 小米手机SWOT分析 14 5 小米营销战略研究 16 5.1 市场定