小米手机品牌营销策略分析

摘要

本文将根据中国手机市场的市场发展现状(市场规模和结构、市场特点等)和发展趋势，对小米手机市场的竞争现状、竞争格局、消费者市场需求、营销策略进行详尽的分析。并基于以上研究，对小米手机市场的营销策略进行研究，并提出了可行的营销策略建议。

本文系统地提出了小米手机的营销策略；并通过对中国手机市场的分析，指出小米智能手机在保证产品产量和质量的前提下，必须在细分市场上以集中差异化产品为基础，以服务差异化为竞争底牌，紧密贴近国内消费者的消费愿望和需求，紧紧把握客户完全满意的手机消费文化，才能在竞争中立于不败之地。星巴克CEO霍华德•舒尔茨说过：“要建立一个影响深远的伟大品牌，首先得有一个有吸引力的产品”。这由一堆名牌硬件组装起来的高端配置，最终能不能得到消费者的认可才是企业的最终目标。作为国内被寄予希望的小米手机，该如何走出一条适合自己的企业发展道路，能不能带领中国智能手机走出困境，本文将通过分析小米手机的现状，并给出相应的解决方案。

关键词：智能手机，小米，品牌营销，差异化，互联网手机

Abstract

This paper expounds the current situation of development of market of Chinese mobile phone market ( market size and structure, market characteristics and development trend of mobile phone ), the market competition situation, the competition pattern, the consumer market demand, domestic and foreign mobile phone manufacturers marketing strategy are analyzed in detail. Based on the above research, the millet mobile phone market marketing strategy research, and proposed the feasible marketing strategy.

This paper systematically presents the millet mobile phone marketing strategy; and through analyzing the Chinese mobile phone market, points out that millet intelligent mobile phone in the premise of ensuring product quality, must be in the market segments to concentrate, differentiated products as the basis, to service differentiation for the competition cards, closer to the domestic consumer demand, accurately grasp the customer completely satisfied with the mobile phone consumption culture, ability is in competition remain invincible. Starbucks CEO Howard Schultz said:" to establish a far-reaching great brand, first of all must have an attractive product". A pile of brand-name hardware assembled high-end configuration, will get consumer recognition is the key. As the most hope is millet, mobile phone, how to walk out of a suitable enterprise development road, can lead the Chinese intelligent mobile phone out of the predicament, this paper will analyze the current situation of millet, gives the corresponding solutions.

Key word: Intelligent, mobile phone, Mobile Internet, Brand marketing, Production of alienation, Internet mobile phone

目录

摘要................................................................................................................................ I Abstract ......................................................................................................................... II 目录.............................................................................................................................. I II 引言........................................................................................................................... - 1 -第一章品牌营销战略............................................................................................. - 2 -

1.1品牌理论综述............................................................................................... - 2 -

1.2市场营销理论综述....................................................................................... - 3 -

1.3市场营销组合理论....................................................................................... - 4 -第二章小米手机营销环境分析............................................................................. - 6 -

2.1宏观环境分析............................................................................................... - 6 -

2.1.1人文环境.............................................................................................. - 7 -

2.1.2经济环境.............................................................................................. - 7 -

2.1.3技术环境.............................................................................................. - 7 -

2.1.4政策环境.............................................................................................. - 7 -

2.2微观环境分析............................................................................................... - 8 -

2.2.1中国移动运营商的运营现状.............................................................. - 8 -

2.2.2中国手机市场整体特点...................................................................... - 8 -

2.2.3小米手机的logo含义及优势 ............................................................ - 9 -第三章小米手机市场分析和选择....................................................................... - 10 -

3.1消费者市场细分......................................................................................... - 10 -

3.2目标消费者市场的选择............................................................................. - 11 -第四章小米手机的竞争战略............................................................................... - 13 -

4.1小米的竞争战略分析................................................................................. - 13 -

4.2竞争战略选择：差异化战略..................................................................... - 13 -第五章小米手机的营销策略............................................................................... - 15 -

5.1产品策略..................................................................................................... - 15 -

5.2价格策略..................................................................................................... - 16 -

5.3分销策略..................................................................................................... - 16 -

5.4促销策略..................................................................................................... - 16 -

5.5品牌策略..................................................................................................... - 17 -

5.6实施全面质量管理..................................................................................... - 17 -

5.7完善售后服务体系..................................................................................... - 17 -