小米手机在常州的网营销策略分析和对策.docVIP

小米手机在常州的网络营销策略分析和对策 摘要 随着安卓系统于2012年进入快速发展并广泛受到青睐，安卓智能手机占据了60%以上的市场份额，将诺基亚、摩托罗拉等系统落后的手机挤出了市场，而小米手机就是在这个时期进入智能手机领域，并以其高配置、低价格、专注于网络营销而受到广大青年用户的青睐。随着全球科技信息化的快速发展，以互联网为载体的“第四代媒体”和以手机为载体的“第五代媒体”不断创新发展，网络营销越来越成为重要的营销策略，发挥着越来越重要的作用，而作为专注于网络营销的小米手机而言，尽管取得了很大成功，但仍然存在一些不足之处。本文以小米手机在常州的网络营销策略为例，首先对网络营销相关理论进行了简要阐述，为本文提供理论支持；然后依据“IPO理论”对小米手机网络营销现状进行了分析，梳理小米手机网络营销策略实施情况；接着从管理人员、销售渠道、用户群体、品牌影响、售后服务五个方面对小米手机网络营销存在的问题进行了分析；最后从完善管理人员配置、拓宽网络营销渠道、细分市场准确定位、提升小米品牌形象、加强营销售后服务五个方面提出对策建议，以期对小米手机网络营销有所帮助。 关键词：小米手机；常州；网络营销策略；问题；对策 Abstract With the Android system in 2012 to enter the rapid development and widely favored， Android smart mobile phone occupy more than 60% market share， the mobile phone backward Nokia， Motorola system out of the market， and millet mobile phone is in this period into the intelligent mobile phone field， and its high configuration， low price， focus on the network marketing by the majority of young customers. With the rapid development of science and technology worldwide， carrier fourth generation of media and the mobile phone as the carrier of the fifth generation of media constant innovation and development of Internet， network marketing has become an increasingly important marketing strategy， is playing an increasingly important role， as the focus on the network marketing of millet mobile phone， though achieved great success， but there are still some deficiencies. In this paper， millet mobile phone in the network marketing strategy of Changzhou as an example， the network marketing related theories are briefly introduced， and provides theoretical support for this paper; then based on the IPO theory has carried on the analysis to the present situation of millet mobile phone network marketing， combing the millet mobile phone network marketing strategy implementation; then from the five aspects of management personnel， sales channels， user groups， the brand influence， after sale service of millet mobile phone network marketing problems are analyzed; finally from t