广东东软学院本科生毕业设计（论文）互联网时代手机市场营销策略探析——以小米公司为例Analysis of mobile phone marketing strategies in the I nternet era -- taking Xiaomi as an example 内容摘要社会经济水平的提高，移动互联网的日益普及，带动了智能手机行业的快速发展。同时，众多新兴互联网企业由于进入手机行业的门槛降低，都纷纷涌入智能手机市场。小米公司就是其中的代表，其运用独特的营销模式在日益激烈的智能手机市场竞争上取得可观的业绩，成为了消费者关注的热点。本文在“互联网+”的环境下，以小米公司为研究对象，分析国内外智能手机市场发展现状，运用 SWOT 分析法分析小米公司的内外部环境，把握小米公司在市场竞争中的优势、劣势以及所面对的机遇和威胁。然后对小米公司现有的手机营销策略进行论述，同时提出其营销模式中存在的问题。最后，运用 STP 策略明确小米手机的市场定位，从 4p 方面确定小米公司相应的营销组合战略和制定保障措施，帮助小米手机更好地迎合市场需求，同时也能促进国内智能手机行业更加健康、平稳地发展。关键词：互联网 小米手机 营销策略I广东东软学院本科生毕业设计（论文）AbstractWith the improvement of social and economic level and the increasing popularity of mobile Internet, which has driven the rapid development of smart phone industry. At the same time, many emerging Internet companies have rushed into the smartphone market because of the lowered threshold to enter the mobile phone industry. Xiaomi is one of the representatives. It has made remarkable achievements in the increasingly fierce competition in the smartphone market with its unique marketing model, and has become a focus of consumers' attention. In the context of "Internet plus", this paper takes xiaomi as the research object, analyzes the development status of the domestic and foreign smartphone market, analyzes the internal and external environment of xiaomi through SWOT analysis, and grasps the advantages, disadvantages, opportunities and threats of xiaomi in market compet...
