小米“双品牌”战略研究.docxVIP

PAGE II PAGE II 小米“双品牌”战略研究 内 容 摘 要 手机产商愈发重视对于双品牌战略的采用，国内厂商比较喜欢采取双品牌或多品牌的战略模式，国内有华为作为先行者与主导者并取得了成功。但是，在实际条件下可以得出的结论是，手机制造商不太可能采用双品牌或多品牌战略。确切地说，只有华为的双品牌战略成功了，其他制造商却没有取得好的成绩。与华为对标的国内手机产商小米也正式启动了双品牌战略。现在，小米和红米的图像已基本清晰，由于其高性价比，红米仍保持了强大的竞争力。 本文通过对小米根据物联网趋势采用的双重品牌战略和生态链布局进行讨论和分析，将小米作为研究对象。它为物联网时代的其他公司提供了参考和发展建议。 关键词：手机；小米；红米；双品牌战略 Research on xiaomis double brand strategy Abstract Mobile phone manufacturers pay more attention to the adoption of dual-brand strategy, domestic manufacturers prefer to adopt a dual-brand or multi-brand strategic model, domestic Huawei as a pioneer and leader and achieved success. However, it can be concluded under practical conditions that the success probability of mobile phone manufacturers adopting a two-brand or multi-brand strategy is small. Exactly, only Huawei dual-brand strategy has been successful, and other manufacturers have not made any significant achievements. And Huawei to the target domestic mobile phone manufacturer Xiaomi also officially launched a dual-brand strategy. Now, Xiaomi and Redmi images have been basically clear, because of its high price ratio, Redmi still maintain a strong competitiveness. This paper takes Xiaomi Company as the research object, through the discussion and analysis of the dual brand strategy adopted by Xiaomi Company and the ecological chain layout under the trend of Internet of things, it provides reference and suggestions for the development and application of other enterprises in the era of Internet of things. Key words: Mobile phone; Xiaomi; Redmi; Double Brand Strategy 目 录 TOC \o 1-3 \h \u 内容摘要 I Abstract II 一、绪论 1 （一）研究背景 1 （二）研究的意义与目的 1 1. 研究的意义 1 2. 研究的目的 2 （三）国内外研究现状 2 1. 国内研究现状 2 2. 国外研究现状 2 二、相关理论概述 3 （一）双品牌战略概念 3 （二）双品牌战略产生的市场背景 4 （三）SWOT分析法 4 三、小米手机概况分析 5 （一）小米公司简介 5 （二）小米手机品牌发展 6 四、小米公司双品牌战略分析 7 （一）小米实施双品牌战略的动因分析 7 （二）小米实施双品牌战略的环境分析 8 （三）小米双品牌战略SWOT分析 9 1. 优势分析 9 2. 劣势分析 10 3. 机会分析 10 4. 威胁分析 11 5. 总结