本科论文摘 要自 21 世纪以来，互联网技术在全世界起步发展，数十年过去，网络已经成为信息传播的重要平台。同样地，信息化的发展也更新和充实了市场营销的理论。网络营销借此机会开始走进大众的视野。作为新兴发展的科技企业，小米科技有限责任公司率先将营销的方向转变到了互联网上。从初期，采用线上销售模式，利用“饥饿营销”策略大获成功，到现在，小米手机开始创建自己的品牌生态，更加针对性的满足顾客的需求。无论是传统的营销 4P 战略，还是现如今依托网络所做出的营销策略的调整，小米科技有限责任公司在营销策略上的尝试和创新成为中国国内科技企业中的佼佼者。本篇论文对 2019 年度小米科技有限责任公司的网络营销策略进行分析，以宏观和微观两方面环境分析为背景，围绕小米科技有限责任公司的主线手机产品展开。旨在通过分析和对比其竞争对手网络营销策略，发现小米科技有限公司在网络营销策略的运用上的可取之处，为相关企业提供一定的理论依据和经验，更好地促进我国网络营销的发展。同时也有利于企业更好的针对消费者的需求，采取合适的网络营销策略，获取利润，促进经济发展。关键词：网络营销，小米手机，华为手机本科论文AbstractSince the 21st century, Internet technology has started to develop all over the world. In the past decades, network has become an important platform for information dissemination. Similarly, the development of information technology has also updated and improved the theory of marketing. Internet marketing takes this opportunity to enter the public's visionAs a newly developing technology enterprise, Xiaomi Technology Co., Ltd. takes the lead in transforming the marketing direction to the Internet. From the initial stage, using the online sales mode and the strategy of "hunger marketing" has been a great success. Now, Xiaomi Mobile has started to create its own brand ecology and meet the needs of customers more specifically. Whether it is the traditional 4P marketing strategy or the adjustment of marketing strategy based on the network, Xiaomi Technology Co., Ltd. has...
