小米手机网络营销策略分析..docVIP

小米手机作为网络营销的一匹黑马，凭借其营销模式，以及其先进的网络营销理念，通 过近两年的发展，在发展速度和所占的市场份额上，无疑成为网络营销的领头羊。小米手机 要在竞争口益激烈的手机领域开拓出一片天地实属不易，国产手机如果想超越洋巨头和山寨 产品，就需要有更能满足客户需求的创新。小米通过一种别样的发布和网络直营的模式短时 间内积累了大量人气，其网络营销中有很多可取之处。本文首先介绍了网络营销的相关概念, 然后对小米手机进行了概述，分析了其营销屮的4卩与网络营销的儿处亮点，最后分析了小 米手机在网络营销中要注意的儿点W题。希望本文的研宂对于小米手机以及我国国产手机的 成长有一定的借鉴意义。 关键词 小米手机；网络营销；4P Abstract Millet mobile phone network marketing as a dark horse，by virtue of its marketing mode，and advanced the concept of network marketing，through nearly two years of development，the development speed and the share of the market，will undoubtedly become a network marketing leader.Millet in an increasingly competitive mobile phone field to open up a whole world was not easy，if you want to go beyond the foreign-made mobile phone giant and cottage products，it needs to better meet customer needs and innovation. Millet by a different kind of release pattern and the network Direct accumulated a lot of popularity within a short time，the network marketing has a lot of merit. This paper introduces the concepts of network marketing, then phone for an overview of millet, the analysis of its marketing and network marketing 4P few bright spots，the final analysis, the millet phone in the network marketing pay attention to a few problems. Hope this study for millet，and Chinas domestic mobile phone growth has certain reference significance. Keyword Millet phone; network marketing; 4P TOC \o 1-5 \h \z 翻 1 纖W 1 弓I言 3 一＞相关概念的界定 3 （一） M络营销的概念及优势 3 HYPERLINK \l bookmark8 \o Current Document \h （二） 手机适合开展网络营销的原因分析 4 HYPERLINK \l bookmark11 \o Current Document \h 二、 小米手机概况 4 HYPERLINK \l bookmark12 \o Current Document \h （一） 小米手机 4 HYPERLINK \l bookmark13 \o Current Document \h （二） 小米手机的特点 5 HYPERLINK \l bookmark14 \o Current Document \h 核心产品与其西己置 5 繡 5 HYPERLINK \l bookmark15 \o Current Document \h 三、 小米手机网络营销模式 5 HYPERLINK \l bookmark16 \o Current Document \h （一） 网络直销模式 5 HYPERLINK \l bookmark17 \o Current Document \h （二） 低价营销模式 6 HYPERLINK \l bookmark18 \o Curren