I小米手机营销的创新性研究内 容 摘 要随着“互联网+”和大数据的深入发展，传统手机行业的营销方式发生了巨大的转变。信息的快速扩张使得大量国产手厂商机纷纷寻求在手机营销方面进行创新，以适应国家创新发展战略的需要，对内增加创新投入，对外扩大创新产品的影响力。手机领域营销创新有助于提高我国科学技术水平，提升国民生活质量。国产手机厂商纷纷打造各自的卖点和特色，并通过营销的手段进一步占据市场份额。其中，小米手机顺应了互联网时代的发展需求，并以消费者群体为自身产品的用户导向，在遵循市场竞争规律的前提下，以其独特的营销手段和丰富的创新能力取得瞩目的成绩。因此，本文选定以小米手机为研究对象，从市场营销学角度入手，通过调查法、文献研究法、案例分析法，来分析小米手机在营销渠道、营销策略、以及营销模式的创新之处，并针对小米在营销过程中存在的问题提出创新性的解决方案。通过研究小米手机营销的创新性内容，进一步丰富小米营销内容，并为同行业其他手机厂商提供借鉴价值。关键词：小米手机；营销；创新IIInnovative Research on Xiaomi Mobile MarketingAbstractWith the development of Internet plus and big data, the traditional mobile phone industry has undergone a tremendous transformation. With the rapid expansion of information, a large number of domestic manufacturers are seeking for innovation in mobile phone marketing, so as to meet the needs of national innovation and development strategy, increase innovation investment internally and expand the influence of innovative products externally. Marketing innovation in the field of mobile phones will help to improve the level of science and technology in China and improve the quality of life of the people. Domestic mobile phone manufacturers have created their own selling points and characteristics, and further occupy market share through marketing means. Among them, Xiaomi mobile phone conforms to the development needs of the Internet era, and takes consumer groups as the user orientation of its products. Under th...
