1111毕业论文2探索.doc

安徽财经大学 函授（夜大）本科毕业论文 中文题目： 小米手机网络营销的问题和对策研究 英文题目： Research on the problems and Countermeasures mof Ximi phone network marketing 专 业： 市场营销 班 级： 2012级市场营销5班 学 号： 姓 名： 指导教师： 陈宏军 教授 二零一四年六月 Abstract Enterprises in the era of network, which provides products and services must adapt to changes in consumer demand, must according to the characteristics of the network is to develop effective marketing strategies, to an enterprise, the effective use of network tools as a means of marketing, contribute to the rapid increase of the enterprises performance. Based on Millet mobile phone network marketing analysis, analysis of millet mobile phone network marketing the existing problems from the aspects of product, price, channel, promotion and service policy of, mainly as follows: millet mobile phone has performance defects, the brand is not strong; no difference in its pricing, pricing initiative is not strong; single phone product channel strategy, network marketing based; simple network promotion, lack of new ideas; service system is not perfect, service quality is not high. On this basis, put forward some targeted countermeasures: to improve product performance, enhance the brand effect; market subdivision, on the phone for differential pricing; rich network marketing channels, develop offline channels; strengthen its own web site building, enhance the sense of customer online shopping experience; perfect service system, improve service quality. Key words : Network marketing, Xiaomi mobile phone ,product ,services 小米手机网络营销的问题和对策研究  内容提要 网络时代的企业，其提供产品和服务的方式也必须适应消费者需求的变化，必须根据网络的特点来制定有效的营销策略，对一个企业来说，综合运用网络工具作为企业营销的一种手段，才能把企业的业绩做得更大更好。本文通过对小米手机的网络营销分析，结合网络营销的产品、价格、渠道、促销和服务策略，从中找出小米手机网络营销存在的问题。小米手机有性能缺陷，品牌效应不强。它的定价无差别化，定价主动性不强。而且手机产品渠道策略单一，网络直销为主。网络促销方式简单，缺乏新意。小米公司整体的服务都有待提高。在发现这个问题的基础上，提出了有针对性的对策：首先完善产品性能，增强品牌效应。细化市场，对手机进行差别化定价。不仅要丰富网络营销渠道，还要开拓线下渠道。小米公司应该加强自身网站建设，提升顾客网上购物的体验感，一定要提