I 从语言学角度看小米手机的营销策略摘 要我们处在一个品牌消费的时代，品牌传播活动因此而在全球各地蓬勃展开。广告主之所以投入巨资进行品牌传播活动就在于传播就是营销，没有传播，就没有品牌的对话，没有传播，就没有品牌的文化意义和附加价值的建构。消费者购买行为和购买心理告诉我们，消费者在购买活动中越来越依赖于对品牌的意义消费，而品牌的语言传播使用问题，是刺激消费者消费的关键因素，营销语言作为传播的重要途径和工具，如何运用语言的特点，发挥语言在营销中的功能，对于刺激消费，促进企业品牌的发展具有积极的作用。本文立足于小米手机成功的营销案例，探究“世界上没有完全一样的‘小米’”观念背后，语言在营销中所起的重要作用，从相关理论入手，探析“小米”品牌语言营销的运用现状并针对存在问题有针对性的提出行之有效的解决办法，以其为语言学角度下营销的发展做出有价值的参考。关键词：语言角度；市场营销；小米手机；对策及建议IIFrom The Perspective On Millet Phone Marketing StrategyABSTRACTWe are in the era of a consumer brand, brand communication activities and therefore around the world booming. The reason why advertisers invested heavily in brand communication activities lies spread is the marketing, there is no communication, there is no brand of dialogue, no communication, no construction of the brand's cultural significance and added value. The key factor in consumer buying behavior and purchase psychology tells us that consumers rely more and more on purchases of consumer brand meaning, and brand spread the use of language, to stimulate consumer spending, the marketing language as an important way to spread and tools, how to use the features of the language, and linguistic capabilities in marketing, and to stimulate consumption, promote corporate brand development has a positive effect.Based on the millet phone successful marketing case, to explore "the world is not exactly the same as the 'millet'" behind the concept, the important role...
