摘 要开设小米之家是适应为了品牌形象、渠道下沉和售后服务诸方面的需要。小米之家在价格策略、渗透定价策略、心理定价策略、招徕定价策略和渠道策略上都有独到之处，但品牌价值相对较低、缺乏硬件管控经验、销售渠道覆盖能力有限和未能细分市场却是不足，本文因此提出提升企业品牌形象、加强硬件管控、重视产品创新和真正实现“新零售”四条针对性措施。关键词：新零售；小米之家；营销策略Abstract The opening of Xiaomi House is to meet the needs of brand image, channel sinking and after-sales service. Xiaomi's house has unique features in price strategy, penetration pricing strategy, psychological pricing strategy, solicitation pricing strategy and channel strategy, but the brand value is relatively low, lack of hardware control experience, limited sales channel coverage and failure to break down The market is insufficient, so this article proposes four targeted measures to enhance the corporate brand image, strengthen hardware management and control, pay attention to product innovation and truly achieve "new retail".Keywords: new retail; Xiaomi's house; marketing strategy目 录1 引 言........................................................................................................12 文献综述.....................................................................................................22.1 研究综述..........................................................................................22.1.1 研究背景...............................................................................22.2 研究意义..........................................................................................32.2.1 理论价值...............................................................................32.2.2 现实意义...............................................................................32.3 国内外研究现状..............................................................................32.3.1 国外相关...
