【正文】 （ 題 目：小米手機(jī)的營(yíng)銷策略研究 學(xué) 生 姓 名： 學(xué) 院：管理學(xué)院 系 別： 專 業(yè)： 班 級(jí)： 指 導(dǎo) 教 師： 摘 要 近年來，全球手機(jī)市場(chǎng)不僅發(fā)展勢(shì)態(tài)良好，而且競(jìng)爭(zhēng)也日趨激烈， 2020 年二季度全球手機(jī)出貨量達(dá)到 億臺(tái)，同比增長(zhǎng) 13%，同時(shí)，中國(guó)手機(jī)市場(chǎng)銷量同比增長(zhǎng) %；截至今年 8 月底，中國(guó)手機(jī)用戶總數(shù)已達(dá) 億戶。小米手機(jī)是小米公司研發(fā)的一款高性能發(fā)燒級(jí)智能手機(jī)。小米 M1 于 2020 年 8 月發(fā)布，售價(jià) 1999 元 ，主要針對(duì)手機(jī)發(fā)燒友，采用線上銷售模式，是世界上首款雙核 的智能手機(jī) 。截至目前，小米手機(jī)出貨量已經(jīng)達(dá)到 180 萬臺(tái)，月營(yíng)收逾 10 億元，成為今年國(guó)內(nèi)單款最熱門的高端智能手機(jī)。 第一章對(duì)小米公司和小米手機(jī)進(jìn)行了一下介紹，重點(diǎn)說明了其產(chǎn)品的特點(diǎn)。第二章重 點(diǎn)分析了小米手機(jī)的環(huán)境，包括政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境等。第三章重點(diǎn)介紹了小米科技所采取的一些營(yíng)銷策略，包括饑餓營(yíng)銷、新聞營(yíng)銷、品牌營(yíng)銷等。在第四章利用SWOT 分析小米手機(jī)的優(yōu)勢(shì)、劣勢(shì)、優(yōu)勢(shì)和威脅。第五章重點(diǎn)說明了小米手機(jī)在營(yíng)銷中所面臨的問題。第六章主要針對(duì)其所出現(xiàn)的問題提出建議。 關(guān)鍵詞：網(wǎng)絡(luò)營(yíng)銷；促銷策略；饑餓營(yíng)銷 Abstract In recent years, the global mobile phone market is not only the development of state of affairs, and the increasingly fierce petition in the second quarter of 2020, global mobile phone shipments reached million units, an increase of 13%, at the same time, the Chinese mobile phone market, sales grew %。 of August this year At the end of Chinese mobile phone subscribers reached million households. The millet phone millet (full name of millet technology limited liability pany) developed a highperformance enthusiast smart phones. Millet M1 released in August 2020, priced at 1999 yuan, mainly for mobile phone enthusiasts, online sales model, is the world’s first dualcore smart phone. Up to now, millet mobile phone shipments reached million units, the monthly revenue of over $ 1 billion, this paragraph single most popular highend smart phones. Millet phone marketing strategy marketing theory to analyze the importance of a successful marketing strategy for enterprise development. The first chapter introduces the marketing concept: 4P theory, marketing, work marketing. Millet and millet phone a little introduction, highlights the characteristics of their products. The third chapter focuses on analysis of the millet phone environment, including political and legal environment, economic environment, social and cultural environment. Chapter IV focuses on technology taken millet marketing strategy, including hunger marketing, press marketing, brand marketing. In the fifth chapter, the use of SWOT analysis millet phone’s strengths, weaknesses, strengths and threats. The sixth chapter focuses on the millet phone the problems faced in marketing and the measures taken in response. Keywords: work marketing promotion strategy hunger marketing 目 錄 引 言 ............................................................. 1 第一章 小米科技及小米手機(jī)介紹 ...................................... 2 小米科技簡(jiǎn)介 ................................................ 2 小米手機(jī)簡(jiǎn)介 ................................................ 2 第二章 小米手機(jī)競(jìng)爭(zhēng)環(huán)境分析 ........................................ 4 小米手機(jī) PEST 宏觀環(huán)境分析 ................................... 4 政治法律環(huán)境分析 ...................................... 4 經(jīng)濟(jì)環(huán)境 .............................................. 5 社會(huì)文化環(huán)境 .......................................... 5 科技發(fā)展環(huán)境 .......................................... 5 自然物質(zhì)環(huán)境 .......................................... 6 小米手機(jī)微觀波特五力模型分析 ................................ 6 供應(yīng)商的討價(jià)還價(jià)能力 .................................. 6 購買者的討價(jià)還價(jià)能力 .................................. 7 新進(jìn)入者的威脅 ........................................ 7 替代品的威脅 .......................................... 8 行業(yè)內(nèi)現(xiàn)有競(jìng)爭(zhēng)者的競(jìng)爭(zhēng) ................................ 8 第三章 小米手機(jī)的 SWOT 分析 ......................................... 9 優(yōu)勢(shì) ........................................................ 9 劣勢(shì) ....................................................... 11 機(jī)遇 ....................................................... 12 威脅 ....................................................... 12 第四章 小米手機(jī)營(yíng)銷策略 ........................................... 14 小 米手機(jī)廣告策略分析 ....................................... 14 小米手機(jī)訴求點(diǎn) ....................................... 14 消費(fèi)者對(duì)小米手機(jī)的看法，態(tài)度 ......................... 14 是否會(huì)選擇更換手機(jī) ................................... 14 小米手機(jī)營(yíng)銷策略分析 ....................................... 15 產(chǎn)品策略 ............................................. 15 定價(jià)策略 ............................................. 15 促銷推廣策略 ...................................