小米手機(jī)的市場(chǎng)營(yíng)銷策略分析—畢業(yè)論文

1、xxxx學(xué)院畢業(yè)論文第I頁(yè)小米手機(jī)的市場(chǎng)營(yíng)銷策略分析摘要近年來(lái)，隨著智能手機(jī)的興起，全球手機(jī)市場(chǎng)發(fā)展勢(shì)態(tài)良好，與之而來(lái)的競(jìng)爭(zhēng)也日趨激烈。調(diào)查顯示，2014年一季度中國(guó)手機(jī)出貨量達(dá)到1億七千多臺(tái)，而去年全年僅出貨3億多臺(tái)，中國(guó)手機(jī)市場(chǎng)銷量同比增長(zhǎng)7.2%，截至目前，中國(guó)手機(jī)用戶總數(shù)已達(dá)10.3718億戶。而在眾多國(guó)產(chǎn)手機(jī)中，小米手機(jī)無(wú)疑最引人注目，它是小米公司研發(fā)的一系列高性能發(fā)燒級(jí)智能手機(jī)。最新款小米M3和紅米note已發(fā)布，主要針對(duì)手

2、機(jī)發(fā)燒友，采用線上銷售模式，是世界上配置堪比蘋果的2000元內(nèi)的智能手機(jī)，成為當(dāng)今國(guó)內(nèi)單款最熱門的高端智能手機(jī)。本文首先對(duì)小米手機(jī)進(jìn)行簡(jiǎn)要介紹，其次對(duì)其進(jìn)行SWOT分析，最后進(jìn)一步分析小米手機(jī)目前采用的市場(chǎng)營(yíng)銷策略，同時(shí)找出其在營(yíng)銷過(guò)程中存在的問(wèn)題，并一一提出相應(yīng)的解決辦法，以期能使其繼續(xù)保持發(fā)展勢(shì)頭，同時(shí)為其他國(guó)產(chǎn)手機(jī)的發(fā)展提供借鑒依據(jù)。關(guān)鍵詞：SWOT分析；市場(chǎng)營(yíng)銷；價(jià)格策略；饑餓營(yíng)銷xxxx學(xué)院畢業(yè)論文第III頁(yè)目錄摘要.....

3、......................................................................................................................IIAbstract............................................................................................

4、............................III第一章序論..................................................................................................................11.1選題背景..............................................................

5、............................................11.2選題意義..........................................................................................................11.3本文研究?jī)?nèi)容....................................................

6、..............................................2第二章相關(guān)理論..........................................................................................................32.14P理論——以滿足市場(chǎng)需求為目標(biāo)........................................

7、.....................32.24C理論——以追求顧客滿意為目標(biāo)............................................................3第三章小米手機(jī)簡(jiǎn)介及其SWOT分析....................................................................53.1小米手機(jī)簡(jiǎn)介.......................

8、...........................................................................53.2小米手機(jī)的SWOT分析................................................................................53.2.1優(yōu)勢(shì)..........................................

9、.............................................................53.2.2劣勢(shì).......................................................................................................73.2.3機(jī)遇........................................

10、...............................................................83.3.4威脅.......................................................................................................9第四章小米手機(jī)營(yíng)銷策略分析................................

11、................................................104.1推廣策略........................................................................................................104.2網(wǎng)上促銷分銷策略..............................................

12、..........................................114.2.1網(wǎng)上促銷策略.....................................................................................114.2.2網(wǎng)上分銷策略...................................................................

13、..................114.3產(chǎn)品策略........................................................................................................124.4定價(jià)策略................................................................................

14、........................124.5渠道策略........................................................................................................13第五章小米手機(jī)營(yíng)銷方面的問(wèn)題分析.................................................................

15、...145.1管理層問(wèn)題....................................................................................................145.2市場(chǎng)定位問(wèn)題................................................................................................