市场营销饥饿营销对小米手机的影响.pdfVIP

.饥饿营销对小米手机的影响 【摘要】“饥饿营销”是指商品提供者有意调低产量，以期达到调控供求关系、制造供不 应求的表面现象，广泛应用于宣传活动上，近几年以智能手机为甚。苹果公司就采纳了减少iP hone供给量引发更高的需求以获得更高利润的营销策略。这样的成功经验纷纷被其他手机品 牌模仿,然而,却产生不同的效果。明 地,饥饿营销的成功取决于许多条件,即要有强有力的品 牌效应及质量来放大价值和提高吸引力，以持续热销为基础，建立起高忠诚度的客户群体。虽 然小米手机在饥饿营销方面做出了一定的成绩，但与同样实施此策略的苹果相比，还存在着 很多的 问题。本文从饥饿营销的定义和原理入手，阐述了饥饿营销策略的基础和特点，分析了 小米手机公司市场进展现状以及小米手机在饥饿营销中存在的问题，进而提出了小米手机在 饥饿营销中应采取的策略，期望对我国手机营销市场的进展有一定的指导和借鉴作用。 【关键词】饥饿营销；小米手机；问题；启发 The Influence of Hunger Marketing on Millet Phone [Abstract] “Hunger marketing”, a kind of marketing strategy where the commodity seller deliberate restricts the supply of product to achieve the superficial phenomenon of excess demand, has been applied in many promotion campaigns, especially smart phones in recent years. Apple’s marketing strategy on iPhone reduces the quantity supplied has trigger a higher demand to gain a much higher profit. Such successful experience has been imitated by other phone brands, nevertheless, lead to different consequences. Obviously, to implement the marketing strategy must be implemented certain conditions, The premise of”hunger marketing”is that the brand and quality have enough power, which magnify the value and appeal, lay a foundation for the on-going hot sell, and establish high loyalty of customer group.although the Millet mobile phone have made certain achievements in hunger marketing, the implementation of this strategy compared with Apple, there are a lot of problems. This paper starts from the definition and principle of hunger marketing, expounds the basis and characteristics of hunger marketing strategy, analyzes the development status of mobile phone market Millet and Millet mobile phone in hunger marketing problems, and then put forward the strategy of Millet mobile phone should be taken in hunger market