浅谈小米手机营销方式.docxVIP

浅谈小米手机营销方式 [论文摘要]小米科技有限公司是2010年创立，短短几年的时间，小米的品牌价值就已经超过了500亿元。本文，首先对小米公司和小米手机介绍，然后通过对小米两大营销方式“饥饿营销”和“粉丝营销”的分析，总结出小米营销方式的启示。笔者希望可以给国内外的其他企业提供参考的价值和借鉴的意义。 [关键词]小米公司；小米手机；饥饿营销；粉丝营销  [Abstract] XiaoMi Technology Co., Ltd. was founded in 2010, just a few years , the brand value of XiaoMi has been more than 50 billion yuan. In this paper, first of all, XiaoMi Technology Co., Ltd and XiaoMi phone introduced, and then through the analysis about two major marketing strategy of XiaoMi hunger marketing and fan marketing, I summed up the XiaoMi marketing inspiration. The author hopes that it can provide reference value for other enterprises both at home and abroad. [Key words]xiaomi technology co.lt；xiaomi phone；hunger marketing；fan marketing  目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc476502143 引言 PAGEREF _Toc476502143 \h 1 HYPERLINK \l _Toc476502144 1 小米公司和小米手机的介绍 PAGEREF _Toc476502144 \h 1 HYPERLINK \l _Toc476502145 1.1 小米公司简介 PAGEREF _Toc476502145 \h 1 HYPERLINK \l _Toc476502146 1.2 小米手机简介 PAGEREF _Toc476502146 \h 1 HYPERLINK \l _Toc476502147 1.3 小米手机爆炸式增长和断崖式下跌的销量 PAGEREF _Toc476502147 \h 2 HYPERLINK \l _Toc476502148 2 饥饿营销 PAGEREF _Toc476502148 \h 3 HYPERLINK \l _Toc476502149 2.1 饥饿营销的概念 PAGEREF _Toc476502149 \h 3 HYPERLINK \l _Toc476502150 2.2 饥饿营销的完整过程 PAGEREF _Toc476502150 \h 3 HYPERLINK \l _Toc476502151 2.3 小米实施饥饿营销的原因 PAGEREF _Toc476502151 \h 4 HYPERLINK \l _Toc476502152 2.3.1 供给少 PAGEREF _Toc476502152 \h 5 HYPERLINK \l _Toc476502153 2.3.2 需求大 PAGEREF _Toc476502153 \h 5 HYPERLINK \l _Toc476502154 3 粉丝营销 PAGEREF _Toc476502154 \h 6 HYPERLINK \l _Toc476502155 3.1粉丝营销的概念 PAGEREF _Toc476502155 \h 6 HYPERLINK \l _Toc476502156 3.2 小米如何培养米粉 PAGEREF _Toc476502156 \h 6 HYPERLINK \l _Toc476502157 3.2.1 小米发掘用户的方式 PAGEREF _Toc476502157 \h 6 HYPERLINK \l _Toc476502158 3.2.2 小米黏住用户的方式 PAGEREF _Toc476502158 \h 8 HYPERLINK \l _Toc476502159 3.3 小米实施粉丝营销 PAGEREF _Toc476502159 \h 9 HYPERLINK \l _Toc476502160 3.3.1 使米粉成为消费者 PAGEREF _Toc476502160 \h 9