【正文】 201X 屆畢業(yè)生畢業(yè)論文 題目： 國(guó)產(chǎn)智能手機(jī)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究 —— 以小米智能手機(jī)為例 院 (系 )別 管理學(xué)院 專(zhuān) 業(yè) 市場(chǎng)營(yíng)銷(xiāo) 班 級(jí) 營(yíng)銷(xiāo) 111 學(xué) 號(hào) 111010XXX 姓 名 XXX 指導(dǎo)教師 XXX 二○一 X 年六月 XXXX 大學(xué) 畢業(yè)論文 I 原 創(chuàng) 聲 明 本人 XXX 鄭重聲明：所呈交的論文“電子商務(wù)環(huán)境下的國(guó)產(chǎn)智能手機(jī)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究 —— 以小米智能手機(jī)為例”，是本人在導(dǎo)師 XXX 的指導(dǎo)下開(kāi)展研究工作所取得的成果。除文中特別加以標(biāo)注和致謝的地方外，論文中不包含任何其他個(gè)人或集體已經(jīng)發(fā)表或撰寫(xiě)過(guò)的研究成果，對(duì)本文的研究做出重要貢獻(xiàn)的個(gè)人和集體均已在文中以明確方式標(biāo)明，本人完全意識(shí)到本聲明的法律后果，尊重知識(shí)產(chǎn)權(quán)，并愿為此承擔(dān)一切法律責(zé)任。 論文作者 (簽字 )： 日期： 年 月 日 XXX：國(guó)產(chǎn)智能手機(jī)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究 —— 以小米智能手機(jī)為例 II 摘 要 2021 年 9 月阿里巴巴在美國(guó)紐交所上市，成為全球范圍內(nèi)規(guī)模最大的 IPO 交易之一，隨著這項(xiàng)交易的成功，電子商務(wù)也在全球范圍內(nèi)掀起了新一輪的高潮。隨著時(shí)代和科技的發(fā)展，手機(jī)也逐漸發(fā)展成為了一個(gè)集辦公娛樂(lè)為一體的高科技集合體，人們對(duì)手機(jī)的依賴(lài)和需求也日益加大，國(guó)內(nèi)不斷涌現(xiàn)出新興手機(jī)廠商，在電子商務(wù)興盛發(fā)展的大環(huán)境下積極開(kāi)展新型營(yíng)銷(xiāo)活動(dòng)，與老牌手機(jī)廠商展開(kāi)了激烈的競(jìng)爭(zhēng)。 本文通過(guò)對(duì)目前電子商務(wù)環(huán)境下國(guó)內(nèi)各大手機(jī)廠商，尤其是近幾年發(fā)展迅猛，迅速在國(guó)內(nèi)市場(chǎng)上站穩(wěn)腳跟的新興手機(jī) 廠商 ——小米為例，通過(guò)對(duì)當(dāng)前國(guó)內(nèi)智能手機(jī)市場(chǎng)和電子商務(wù)發(fā)展環(huán)境以及小米智能手機(jī)發(fā)展現(xiàn)狀等的分析，總結(jié)出小米在電子商務(wù)環(huán)境下在產(chǎn)品、價(jià)格、促銷(xiāo)、渠道等方面進(jìn)行的新型網(wǎng)絡(luò)營(yíng)銷(xiāo)策略。在對(duì)其網(wǎng)絡(luò)營(yíng)銷(xiāo)策略進(jìn)行總結(jié)分析的同時(shí)找出其在網(wǎng)絡(luò)營(yíng)銷(xiāo)過(guò)程中出現(xiàn)的問(wèn)題，并提出了防范和控制措施。 關(guān)鍵詞： 營(yíng)銷(xiāo)環(huán)境， 電子商務(wù)，消費(fèi)心理與行為，網(wǎng)絡(luò)營(yíng)銷(xiāo)策略，小米手機(jī) XXXX 大學(xué) 畢業(yè)論文 III Abstract September 2021 Alibaba released stock on the NYSE, being one of the world39。s largest IPO the success of the transaction, emerce has became a new momentum in the the development of the technology, mobile phone has bee the hightech collection which bine office and entertainment together, people are dependent on the phone, demand for smart phone is also growing, China has emerged a large number of mobile phone manufacturers, in the prosperous development of electronic merce environment, they carry out new marketing activities,launched a fierce petition with old mobile phone manufacturers . Based on emerce environment of major domestic mobile phone manufacturers, especially the rapid development in recent years, quickly gain the reputation in the domestic market Xiaomi for example, through the analysis of the current domestic smart phone market and environment for the development of electronic merce, and the status of Xiaomi Smart phone , summed up the millet in the electronic merce environment in product, price, promotion, channels, and other aspects of the new work marketing strategy. In the work marketing strategy, through analysis of the problem and find out its work marketing process, proposed to prevent and control measures at the same time. Key words: Marketing environment, Electronic merce, Consumer psychology and behavior, Inter marketing, Xiaomi smartphone XXX：國(guó)產(chǎn)智能手機(jī)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究 —— 以小米智能手機(jī)為例 IV 目 錄 前 言 .......................................................................................................................................... 1 1 電子商務(wù)和市場(chǎng)營(yíng)銷(xiāo)的理論支撐 ......................................................................................... 3 電子商務(wù)理論 ............................................................................................................... 3 電子商務(wù)及其環(huán)境概述 ..................................................................................... 3 營(yíng)銷(xiāo)理論 ....................................................................................................................... 3 市場(chǎng)營(yíng)銷(xiāo) ............................................................................................................. 3 網(wǎng)絡(luò)營(yíng)銷(xiāo) ............................................................................................................. 3 電子商務(wù)與網(wǎng)絡(luò)營(yíng)銷(xiāo)的關(guān)系 ....................................................................................... 4 2 環(huán)境分析 ................................................................................................................................. 5 國(guó)產(chǎn)智能手機(jī)行業(yè)概況 ............................................................................................... 5 智能手機(jī)市場(chǎng)總量 ............................................................................................. 5 智能手機(jī)市場(chǎng)集中度 ......................................................................................... 6 我國(guó)電子商務(wù)發(fā)展現(xiàn)狀 ............................................................................................... 7 3 小米智能手機(jī)發(fā)展現(xiàn)狀及 SWOT 分析 ................................................................................ 8 市場(chǎng)現(xiàn)狀 ....................................................................................................................... 8 消費(fèi)者研究 ................................................................................................................... 9 競(jìng)爭(zhēng)對(duì)手分析 ............................................................................................................. 10 SWOT 分析 ..................................................................................................................11 優(yōu)勢(shì)： ................................................................................................................11 劣勢(shì) ................................................................................................................... 12 機(jī)會(huì) ................................................................................................................... 12 威脅 ..............................