浅析国产手机小米品牌形象塑造与维护.docxVIP

PAGE PAGE IV 浅析国产手机小米品牌形象塑造与维护 摘要：本文旨在前人研究的基础之上，先研究了品牌形象对企业发展的重要作用，随后结合小米手机的发展实际总结概括出了小米手机品牌形象的特点，对比分析其他国产手机品牌的现状，分析后得出小米品牌形象塑造与维护的重要性。紧接着研究了小米品牌核心和小米手机品牌形象的发展过程，维护现状及问题。小米品牌形象存在“饥饿营销”的弊端 、品牌传播模式不完善和品牌消费群体的不稳定等问题。之后研究影响小米手机品牌形象维护与塑造的因素，从市场环境、企业内部与外部环境和消费者购买需求等方面进行研究。最后在充分了解小米品牌形象的意义的基础之上，分析小米品牌形象的不足之处的原因，从而进一步深入研究小米企业该如何进行品牌形象的塑造与维护。论文试图通过分析国产手机小米品牌形象的发展现状，对小米手机品牌策略不足之处进行研究，最终试图让小米品牌在激烈的市场竞争中树立独特的品牌文化和好的发展前景。 关键词：国产手机；小米；品牌；形象塑造；维护 Abstract: based on previous studies this paper firstly studies the important role of brand image to enterprise development then summarizes the characteristics of Xiaomi handset brand image combining with the development of millet mobile phone. Comparing analysis of other domestic handset brands status quo analysis after analyzing millet brand image shaping and maintenance importance. Then we studied the development process of Xiaomi brand core and Xiaomi handset brand image, maintain status quo and problems. Millet brand image exists hunger marketing disadvantages, brand communication mode imperfect and brand consumption group instability and other issues. After studying the factors influencing brand image maintenance and molding of millet mobile phone brand image from market environment internal and external environment and consumer purchase demand research. Finally on the basis of fully understanding the significance of millet brand image analysis millet brand image deficiencies reasons thus further research millet enterprises how to brand image molding and maintenance. This paper attempts to analyze the shortcomings of Xiaomi handset brand strategy through analyzing the development status quo of brand image of domestic mobile phone millet brand image; Finally try to make millet brand in fierce market competition establish unique brand culture and good prospects for development. Keywords: domestic mobile phone; millet; brand; image shaping; maintenance  目 录 TOC \o 1-3 \h \z \u 绪论 1 一、国产手机小米品牌形象塑造与维护概述 1 （一）品牌形象与国产手机小米品牌形