小米手机青春版校园上市推广策划方案.docVIP

院系：经济与管理学院

专业：2021级市场营销〔2〕班

姓名：郭丽琴〔2021051611〕柯彬红〔2021051614〕

林瑶〔2021051625〕骆艺榕〔2021051629〕

曾瑞萍〔2021051639〕张淑宝〔2021051641〕指导老师：朱义

目录

前言···············································2

产品简介及上市任务·································2

〔一〕新产品简介·············································2

上市推广目的及任务·····································2

市场环境分析·······································3

〔一〕中国智能市场的总体趋势分析·························3

〔二〕消费者分析·············································4

四、新品描述及核心利益分析·····························5

〔一〕新品描述···············································5

〔二〕核心利益分析···········································6

〔三〕行业分析···············································7

五、企业现有产品SWOT分析······························8

消费者促销·········································9

〔一〕渠道促销···············································9

〔二〕消费者促销·············································10

七、配套宣传活动·······································11

〔一〕高调宣传···············································11

〔二〕饥渴预定···············································11

〔三〕社区及论坛·············································12

〔四〕微博营销···············································12

〔五〕娱乐造势···············································12

八、其他···············································13

九、附件···············································13

小米青春版校园上市推广筹划

一、前言

随着科技日新月异的开展，已经成为人们生活中不可或缺的一局部，从前几年的诺基亚独领风骚到现如今IPHONE等的异军突起，市场正面临新一轮的改革和洗牌。值此格局动乱之际，正是小米进入市场的大好时机。小米青春版是小米公司〔北京小米科技有限责任公司〕专为回馈支持小米的用户而制定的面向学生市场的。

本筹划文案主要侧重于分析小米青春版推广上市，强调小米青春版的特色以迎合学生群体对小米的需求与选择，通过SWOT分析及其他方法作出以下推广方案。

二、产品简介及上市任务

〔一〕新产品简介

1、产品定位

群体：校园市场——面对学生群体，小米从发布以来，深受学生群体喜爱，为了让利给这局部用户，小米公司特别推出限量青春版，回馈一直支持小米的用户。

性能：小米青春版搭载的是主频1.2GHz的双核处理器，并集成有Adreno220图形处理芯片，可支持大型3D游戏和流畅播放1080p高清视频采用4英寸触摸屏，配置800万像素主摄像头，拥有768MBRAM和一块1930mAh的超大容量电池，让运行超大型游戏以及多任务操作也同样没有多