小米市场营销战略

Event Marketing
Engineering machine starting 工程机先发
Selling engineering machine：
Engineering machine selling millet is a major innovation in the mobile phone hardware advantages done early publicity, the millet company to offer less than the official selling price of $ 300 machine engineering machine. This can be described as two birds with one stone: "the sale of semi-finished products," a time attracted major media attention, free of millet spared publicity; while adhering to the supremacy of the user experience millet flour company received many suggestions and opinions are finished using the machine after the project, and then phone related improvements.
Quality hype storm 炒作质量门
Listing 20 days trapped in "Quality Gate"
The market less than 20 days of millet phone caught "quality gates", traced appear buttons not working, paint chips and other quality problems, at the same time, the sale has also been challenged users. With the official response after the millet, and the commitment to improve the quality of construction and after-sales gradually subsided this quality storm door. While many quality issues was broke and after-sale problems, but because of the public opinion foundation laid early, does not seem to weaken the confidence of millet mobile phone users, but also expanded the "millet" visibility. 上市不到20天的小米手机身陷“质量门”事件，被曝出现按键不灵、掉漆等质 量问题，与此同时，其售后也遭到用户质疑。 随着之后小米官方的回应，以及承诺进行质量的改进和售后的建设，逐渐平息 了这场质量门风波。 虽然被爆出了诸多质量问题和售后问题，但是由于前期所打下的舆论基础，似 乎并没有减弱用户对小米手机的信心，反而又扩大了“小米”let company a depth of customization Android mobile operating system, MIUI native Android system for more than 100 improvements, June 1, 2010 officially released, users covering 23 countries, most sought after by mobile phone enthusiasts. MIUI是小米公司深度定制的一款Android手机操作系统，MIUI针对原生Android系统 超过100项改进，2010年6月1日正式发布，用户覆盖23个国家，极受手机发烧友追捧。 1、MIUI committed the ultimate smart phone calls and text messages applicable experience, featuring original MIUI interface system, a perfect match of the Chinese consumer behavior. MIUI致力于智能手机中最极致的电话及短信适用体验，原创特色 的MIUI界面体系，完美的匹配了中国用户的使用习惯。 2、MIUI is China‘s first Internet development mode mobile phone operating system development team, improved based on feedback from the community MIUI enthusiasts, updated every iteration.是中国首个互联网开发模式进行手机操作系统开发 的团队，根据MIUI社区发烧友的反馈意见改进，每周更新迭代。 3、MIUI has the world's largest mobile phone theme library, amazing personality themes and lock screen mode for flexible local custom. MIUI拥有全球最大的手机主题 库，百变的个性主题和锁屏方式，可进行灵活的局部自定义。
在用户越来越多的关心智能手机性价比的背景下小米手机以其优越的配置和低廉的价格不断的制造话题吸引人们的注意力同时以发烧友小众由点及面的逐渐扩大其在人们心中的影响力
Millet Company Background Information
Millet company was established in April 2010, it focus on selfdeveloped and high-end smart phone mobile Internet company, founded by former top players Google, Microsoft, Jinshan and other companies. 小米公司2010年4月成立，是一家专注于高端智能手机自主研发的移动 互联网公司，由前Google、微软、金山等公司的顶尖高手组建。
2、Target Market Analysis：
Accustomed to online shopping and access to information from a network of people； Price-sensitive middle-income groups.
Web Promotion
售卖工程机是小米的一大创新，在前期做足了手机硬件优势的宣传后，小米公 司以低于正式发售机器300元的价格售卖工程机。 此举可谓一石二鸟：“售卖半成品”一时间吸引了各大媒体的眼球，免费为小 米做足了宣传；同时秉承用户体验至上的小米公司获得了米粉使用完工程机后的 许多建议和意见，进而为手机进行相关的改进。
Millet company’s three business
Three main business: MIUI、mobile、M talking
M talking
M chat, millet produced a cross-iPhone, Android, Symbian mobile platform, cross-Mobile, China Unicom, mobile telecom operators free instant messaging client, via the mobile phone network (Wi-Fi, 3G, GPRS), you can talk to your m talking real-time information communication contacts, send and receive pictures and audio, only consume network traffic. 米聊，小米出品的一款跨iPhone、Android、Symbian手机平台、跨移动、 联通、电信运营商的手机端免费即时通讯工具，通过手机网络（Wi-Fi、3G、 GPRS），可以跟你的米聊联系人进行实时的信息沟通，收发图片和音频，只 消耗网络流量。
Marketing Strategy
Word of mouth marketing(口碑营销)
In a growing number of users of smart phones cost-effective care background, millet mobile phone with its superior configuration and low prices continue to create topics, attracting people's attention, while "fans" niche from the point and the surface gradually to expand its influence in people's minds. Millet phone reputation formed mainly in its high cost, and the crowd sought and fermentation, this viral word of mouth marketing is very effective, it laid the foundation for the late millet phone online sales. 在用户越来越多的关心智能手机性价比的背景下，小米手机以其优越的配置和 低廉的价格不断的制造话题，吸引人们的注意力，同时以“发烧友”小众由点及面 的逐渐扩大其在人们心中的影响力。 小米手机口碑的形成主要在于其高性价比，以及人群的追捧和发酵，这种病毒 式的口碑营销非常的奏效，它为小米手机后期的在线销售打下了基础。
Product Positioning
Product Positioning
Sales channels:
Online sales: the network as a carrier B2C e-commerce sales. Provide enterprises with sales channels both surveys, services, consulting one of the characteristics; Online sales to reduce intermediate links on profit cuts directly reduce product prices. 为企业提供销售渠道同时具有调查、服务、咨询一体的特点； 在线销售减少了中间环节对利润的削减，直接降低了产品价格.
Millet Network Marketing Analysis 1、 Smartphone market environment analysis：
1、Chinese mobile phone market is huge 2、Chinese consumers are characterized by the pursuit of inexpensive. 3、Price one thousand high cost phone will occupy the lion's share of ordinary Chinese smart phone consumer market. 4、Millet phone is a high-performance enthusiast smartphone is configured on the middle and upper market, compared to other phones with lower prices configuration.
Millet phone
Millet millet phone is designed for enthusiast mobile phone companies to build a high-performance control smartphones. 1、Millet phone shape is straight full touch screen;小米手机外形是直板全触屏； 2、CPU Qualcomm 1.5GHz dual-core processor; CPU采用高通1.5GHz双核的处理 器； 3、Sharp screen is 480x854 resolution 4-inch LCD screen;屏幕为分辨率480x854的 夏普4寸液晶屏； 4、Designed for the iPhone using the supplied production in Taiwan TPK capacitive touch group. 采用专为iPhone供货的台湾TPK生产的电 容式触摸组。