凱-小卿卿卿卿论文V02-小米手环网络营销策略的探讨.docVIP

四川师范大学程度学院本科毕业论文 PAGE I 四川师范大学成都学院本科毕业论文 小米手环品牌建设的探讨 学生姓名 ××× 学 号 ××××××××× 所 在 系 经济管理系 专业名称 电子商务 班 级 20××级××××班 指导教师 张慧 四川师范大学成都学院 二○一六年五月 小米手环网络营销策略的探讨 学生：××× 指导教师：××× 内容摘要：随着电子商务的不断发展和推广，网络营销这一形式也逐步推广开来，当前许多中小企业通过互联网这一平台，纷纷开展了线上和线下两种形式的营销模式，而小米作为当前我国国产手机品牌的典型代表，其完全通过网络营销方式的推广取得了较大的成功，值得我们借鉴和深思，本课题以小米公司内小米手环的网络营销策略为研究对象，在网络营销相关理论基础上，对品牌建设进行了理论研究，同时分析了小米的饥饿营销方式及其营销，并对小米手环网络营销过程中存在的问题进行了剖析，最后有针对性的给出了相关改善建议。 关键词：网络营销；小米；饥饿营销 Discussion on network marketing strategy of millet Bracelet Abstract: in the fierce competition in the market, reasonable marketing strategy, the key to the survival and development of enterprises. If you want to remain invincible in the fierce competition, it depends on the enterprises comprehensive quality. The establishment of a sound marketing network, establish reasonable marketing strategy, improve the comprehensive quality and competitiveness, research on marketing strategy of millet bracelet, help to improve the companys competitiveness and expand market share. In this paper, literature review, according to the basic theory of marketing strategy, combined with the actual situation of millet bracelet, using the method of combination of qualitative and quantitative analysis, the basic situation of VANCL, at the same time, the market demand and competitive environment are analyzed; the demand and the competition of the industry, and puts forward the marketing strategy of millet bracelet the study, which is market segmentation, product strategy, price strategy, promotion strategy and channel strategy, and puts forward the marketing strategy implementation and control method of millet Bracelet market. Keywords: marketing; product strategy; price strategy; marketing strategy; channel strategy 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc417822554 一、小米企业简介 PAGEREF _Toc417822554 \h 2 HYPERLINK \l _Toc417822555 二、品牌建设理论概述 PAGEREF _Toc417822555 \h 2 HYPERLINK \l _Toc417822556 （一）品牌建设涵义 PAGEREF _Toc417822556 \h 3 HYPERLINK \l _