大数据时代下的小米手机网络营销策略研究 (1)

大数据时代下的小米手机网络营销策略研究

作者姓名：

学号：

专业：

指导老师：

摘要

随着现代科技信息的不断发展，大数据时代悄然到来，并对各个行业的发展都产生了极大的影响。我国的电子商务企业数量不断增多，其所面临的市场竞争不断加剧，在市场进一步开放的背景下，如何通过有效的营销策略实现自身的长足发展，提升整体的竞争实力成为目前我国大部分电子商务企业在发展过程中需要考虑的重点问题。通过对电子商务企业市场营销策略进行分析，结合小米时间里开展分析，对大数据下小米手机网络营销策略开展研究。

关键词：大数据；电子商务；网络营销；策略

Abstract

With the continuous development of modern scientific and technological information, the era of big data has come quietly, and has a great impact on the development of various industries. The number of e-commerce enterprises in our country is increasing, it faces growing competition in the market, further opening up in the context of the market, how to achieve the development of their own through effective marketing strategy to enhance the overall competitive strength of our country become the majority of e-commerce service companies need to consider the key issues in the development process. Under the background of big data, put forward higher requirements of marketing strategy for e-commerce enterprises, which provide a new way of thinking and ideas, put forward new requirements on the overall quality and ability of marketing personnel to enhance the effectiveness of marketing strategies of e-commerce enterprises to develop and implement the marketing strategy of electronic business enterprises. The development of modern enterprise network marketing must fully rely on the achievements and convenience of the era of big data, to avoid the risk of big data potential, to describe data on the changes in the market reflect and dynamic, in order to find a new best marketing strategy, and then in the big data era of information increasingly complex to adapt the competition, talent shows itself.

Key words：Big data； Electronic Commerce； network marketing；

Tactics

目录

第一章绪论 (6)

1.1选题背景 (6)

1.2研究的目的与意义 (6)

1.2.1研究目的 (6)

1.2.2研究意义 (6)

1.3相关理论基础 (7)

1.3.1大数据营销的内涵 (7)

1.3.1大数据营销的应用价值 (7)

第二章大数据时代下小米手机营销环境分析 (8)

2.1宏观环境分析 (8)

2.1.1政治环境分析 (8)

2.1.2经济环境分析 (8)

2.1.3社会文化环境 (9)

2.2小米手机SWOT分析 (10)

2.2.1优势分析 (10)

（1）强大的管理团队 (10)

2.2.2劣势分析 (11)

2.2.3机会分析 (12)

2.2.4威胁分析 (12)

第三章小米手机营销现状分析 (14)

3.1产品研发 (14)

3.1.1基于“发烧友”的市场细分 (14)

3.1.2社区论坛营销提升客户忠诚度 (14)

3.2产品发布 (14)

3.2.1微博营销 (14)

3.2.2发布会 (14)

3.3产品推广 (15)

3.3.1半遮半掩的情报透露 (15)

3.3.2限时抢购 (15)

3.3.3网上销售（B2C） (15)

第四章小米手机营销问题分析 (15)

4.1产品组合不完善 (15)

4.2客户群体较单一 (16)

4.3服务体系待改善 (16)

4.4用户隐私安全受到威胁 (16)

第五章小米手机营销策略优化 (17)

5.1推出精美产品组合 (17)

通过与客户之间建立关联，了解和预测市场需求之后要做的就是设计符合市场需求的产品组合。该过程应该由网上书店负责市场开发调研的部门进行实施，可以适当增加相关部门的人力和资金支持。 (17)

5.2建立用户信息数据库 (17)

5.3提供个性化服务营销 (18)