【正文】 出了防范和控制措施。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 ................................................................................................................... 13 4 小米智能手機(jī)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略 ............................................................................................... 14 產(chǎn)品 ............................................................................................................................. 14 價(jià)格 ............................................................................................................................. 14 促銷(xiāo) ............................................................................................................................. 15 制造輿論 ........................................................................................................... 15 高調(diào)發(fā)布 ........................................................................................................... 16 話題炒作 ........................................................................................................... 16 饑餓營(yíng)銷(xiāo) ........................................................................................................... 16 渠道 ............................................................................................................................. 16 5 小米網(wǎng)絡(luò)營(yíng)銷(xiāo)策略存在的問(wèn)題 ........................................................................................... 18 品牌價(jià)值低 ................................................................................................................. 18 缺乏核心技術(shù) ............................................................................................................. 18 渠道覆蓋能力有限 ..................................................................................................... 18 售后服務(wù)不完善 ......................................................................................................... 18 “饑餓營(yíng)銷(xiāo) ”帶來(lái)的影響 .............................................................................................. 19