中国手机市场多品牌策略研究-以小米手机为例.docxVIP

中国手机市场多品牌策略研究 以小米手机为例 摘 要 多品牌策略是市场饱和后，企业通过创建多品牌深度细分市场，提升市场占有率的主要手段。在中国手机市场增长疲软的大环境下，各大手机厂商不约而同地选择“主+副”的多品牌策略。当前多品牌策略在我国手机市场广泛应用，但市场效果不是十分理想。因此研究多品牌策略，对我国手机市场品牌竞争具有借鉴意义。 小米公司是中国手机市场开启多品牌竞争的先例。并且在此期间小米经历上升、衰退、再到反弹的历程。在公司结构和品牌定位上都发生了重大改革，因此更具有代表性。 本文根据文献概述多品牌策略的优势和劣势，依据小米和红米近年来的发展历程，探讨小米品牌延伸失利的原因，品牌延伸向多品牌策略转变对小米公司的影响，多品牌策略会受哪些因素制约。结合中国手机市场环境，为多品牌策略的实施提出更多贴近当前市场的意见，为手机市场以后的发展提供借鉴。 关键词：手机市场、细分市场、品牌定位、品牌延伸、多品牌策略 Research on multi-brand strategy of Chinese mobile phone market Take xiaomi for example Abstract Multi-brand strategy is the main method for enterprises to improve market share by creating multi-brand in-depth market segmentation after market saturation. In the context of the sluggish growth of the mobile phone market in China, the major mobile phone manufacturers have chosen the multi-brand strategy of master + deputy. At present, multi-brand strategy is widely used in Chinas mobile phone market, but the market effect is not very ideal. Therefore, the study of multi-brand strategy is of reference significance to the brand competition in Chinas mobile phone market. Xiaomi is a precedent for the multi-brand competition in Chinas mobile phone market. And during this period, xiaomi experienced the process of rise, decline and rebound. In the company structure and brand positioning have undergone major changes, so more representative. In this paper, the advantages and disadvantages of multi-brand strategy are summarized based on the literature, and the development process of xiaomi and hongmi in recent years is analyzed to explore the reasons for the failure of brand extension of xiaomi, the impact of the transformation of brand extension to multi-brand strategy on xiaomi, and the factors that restrict the multi-brand strategy. Combined with the mobile phone market environment in China, this paper puts forward more opinions close to the current market for the implementation of multi-brand strategy, which can provide reference for the future development of mobile pho