手机市场营销策略分析的论文.docxVIP

手机市场营销策略分析的论文 　　小米手机的市场营销策略分析　　姓名：xx　　学院：xxxx　　专业：电子商务　　班级：　　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良好，与之而来的竞争也日趋激烈。调查显示，XX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，中国手机市场销量同比增长%，截至目前，中国手机用户总数已达亿户。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已发布，主要针对手机发烧友，采用线上销售模式，是世界上配置堪比苹果的XX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。本文首先对小米手机进行简要介绍，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　　Abstract　　Inrecentyears,withthedevelopmentofintelligentmobilephone,developmentoftheglobalmobilephonemarketsituationisgood,andthecompetitionisfiercedaybyday.Survey,inXXonequarterofChinesemobilephoneshipmentsreachedAboutonetrillionandseventymillionTaiwan,andlastyearonlyshipped3million,salesChinamobilephonemarketgrew%,uptonow,Chinesemobilephoneusershasreachedatotalofhouseholds.Inmanydomesticmobilephone,mobilephoneisundoubtedlythemostattractsb.sattention,itisaseriesofhighperformancehaveafeverclassintelligentmobilephonemilletcompanyresearchanddevelopment.ThelatestM3notehasreleasedmilletandrice,mainlyformobilephonefancier,usingtheonlinesalesmodel,theintelligentmobilephoneisXXyuanoftheworldwithintheconfigurationasapple,becomethesinglemostpopulardomestichigh-endintelligentmobilephone.Thispaperfirstcarriesonthebriefintroductiontothemilletmobilephone,thentheSWOTanalysis,furtheranalysisonthemarketingstrategiesofmilletmobilephonethatusesatpresent,atthesametime,findouttheproblemsinthemarketingprocess,andoneonecorrespondingsolutions,inordertoallowittocontinuetomaintainthemomentumofdevelopment,atthesametimeforthedevelopmentofotherdomesticmobilephoneprovidesthereference.　　Keywords:SWOTanalysis;marketing;pricestrategy;hungermarketing　　目录　　摘要...........................................................................................................................IIAbstract.......................................................................................................................III　　第一章序论..........................