无线智能家居产品的营销研究——以小米公司为例【摘要】智能家居行业经过十几年的发展,因其巨大的市场潜力吸引了众多的企业进入市场,各参与者之间的竞争非常激烈。行业的营销状况很大程度上决定了行业的发展;纵观整个行业,消费者对无线智能家居产品的了解非常有限,各企业的营销状况不尽人意。因此,为了促进智能家居行业的发展,了解无线智能家居产品的市场现状及营销上存在的问题;本文采用微观营销研究的方法,其中主要涉及产品策略和促销策略二个维度,在参考国内外相关研究的基础上,结合问卷调查结果,提出行业在营销中存在的问题。同时,为了使本文更具有实际意义,本文将以无线智能家居行业的主导者小米公司为案例进行微观营销研究,分析并总结出小米案例的启示,并在此基础上提出无线智能家居产品的营销策略建议,为智能家居行业参与者提供相关的借鉴。【关键词】无线智能家居;小米公司;问卷调查;建议Marketing Research on Wireless Smart Home Products: Take Xiaomi As an Example[Abstract] After more than ten years of development, the smart home industry has attracted many enterprises to enter the market because of its huge market potential, and the competition among the participants is very fierce. The marketing situation of the industry largely determines the development of the industry, throughout the industry, consumers have very limited understanding of wireless smart home products, the marketing situation of enterprises is not satisfactory. Therefore, in order to promote the development of the smart home industry, understand the market situation of wireless smart home products and marketing problems, this paper uses micro-marketing research methods, which mainly involves product strategy and promotion strategy two dimensions, in the reference to domestic and foreign related research on the basis of the results of the questionnaire survey, put forward the industry in the marketing problems. At the same time, in order to make this article more practical, th...