小米手机营销战略研究论文.doc

PAGE 24 PAGE 24 本科毕业论文 题目： 小米手机营销战略研究 学 院: 管理学院 专 业: 工商管理 学 号: 学生姓名: 指导教师: 日 期: 二零一一年十二月 武汉科技大学本科毕业论文 PAGE IV 摘 要 2011年8月16日，在北京798艺术中心小米科技CEO雷军宣布小米手机正式发布。这标志着手机从future phone到smart phone走过了一段10年路程，接下来应该是internet phone发力的时代。手机是下一个IT时代最发达的载体，机会无限，关键在于发现用户的需求，最重要的还是要有创造用户需求的能力。 本文首先介绍智能手机的研究背景与意义，其次阐述营销战略的相关理论知识，接着介绍小米有限公司现状，以及分析小米手机网络营销战略现阶段取得的成果。然后从中国手机市场和手机市场竞争者的角度分析手机市场环境。最后，通过对小米手机进行SWOT分析，指出小米手机的主要竞争优势，确立了公司对小米手机产品未来发展的营销战略。为小米手机市场定位，产品建议，发展模式等奠定良好的基础；更为小米科技有限公司市场营销工作提供了有价值的参考和建议。 关键字： 小米公司； 小米手机； 营销战略  Abstract On August 16, 2011, Lei Jun, CEO of MIUI ,announced the official release in Beijing 798 Art Center. This is a symbol of the mobile phone walking over a decade from future phone to smart phone, then it should be the Internet phone times. Mobile phone is the most developed carrier in the next IT times, the opportunity is unlimited, the key is to find the user requirement and the most important thing is to have the ability to create user demand. The text firstly introduced the background and significance of the research on intelligent mobile phone, then introduced the relevant theoretical knowledge of the marketing strategy, next introduced the MIUI company’s current situation, as well as the gained achievements by analyzing the MIUI phone network marketing strategy at the present stage. Then it analyzed the mobile phone market environment from the aspect of the market of Chinese mobile phone and mobile phone market competitors. Finally, based on the analysis of mobile phone SWOT , the text pointed out the main competitive advantage of the MIUI phone and established the company’s MIUI phone product marketing strategies in the future. It laid a good foundation for the MIUI phone’s market positioning, product recommendations and the mode of development; more importantly, it provided valuable references and suggestions for the marketing management work of the MIUI company. Key