毕业论文 小米手机的市场营销策略分析.docVIP

以xx 学院毕业论文 第 I页 以)()( 学院毕业论文 第 11 页 小米手机的市场营销策略分析 姓 名: xx -号AL4 院: XXXX  专 业:电子商务 I I 级: 10.1 指导教师: xx  摘要 近年来，随着智能手机的兴起，全球手机市场发展势态虽好，与之而来的竞争也日 趋激烈。调查显示，2014 年一季度中国手机出货量达到 1 亿七千多台，而去年全年仅出 货 3 亿多台，中国手机市场销量罔比增长 7.2% ，截至目前，中国手机用户总数已达 10.3718 亿户。而在众多国产手机中 小米手机无疑最引人注目 它是小米公司研发的 一系列高性能发烧级智能手机。最新款小米 M3 和红米 note 己发布，主要针对手机发烧 友，采用线上销售模式 ，是世界上配置堪比萃果的 2000 元内的智能手机，成为当今国 内单款最热门的高端智能手机。本文首先对小米???机进行简要介绍，其次对其进行 SWOT 分析，最后进一步分析小米手机目前采用的市场营销策略，同时找出其在营销过 程中存在的问题，并一一提出相应的解决办法，以期能使其继续保持发展势头，同时为 其他国产手机的发展提供借鉴依据。 关键词: SWOT 分析;市场营销;价格策略;饥饿营销 口xx 学院毕业论文 第 III 页 第 IV 页 刚刚学院毕业论文 Abstract In recent years，with the development of intelligent mobile phone，development of the global mobile phone market situation is good，and the competition is fierce day by day. Survey，血 2014 one quarter of Chinese mobile phone shipments reached About one trillion and seventy million Taiwan，and last year only shipped 3 million，sales China mobile phone market grew 7.2%，up to now，Chinese mobile phone users has reached a tota1 of 1037180000 households. In many domestic mobile phone，mobile phone is undoubtedly the most attract sb.s attention，it is a series of high performance have a fever class intelligent mobile phone millet company research and development. The latest M3 note has released millet and rice， mainly for mobile phone fancier，using the online sales model，the intelligent mobile phone is 2000 归an of the world within the configuration as apple，become the single most popul缸 domestic high-end intelligent mobile phone. This paper first carries on the brief introduction to 也e millet mobile phone，then the SWOT analysis，further analysis on the marketing strategies of millet mobile phone that uses at present，at the s缸ne time，find out 也e problems in the marketing process，and one one corresponding solutions，in order to allow it to continue to maintain the momen阳m of development，at 由e same time for the development of other domestic mobile phone provides the reference. Keywords: SWOT analysis; marke