小米手机贵阳地区市场营销策略研究摘要2011年8月16日，在北京798艺术中心小米科技CEO雷军宣布小米手机正式发布。在智能手机大力发展的新时代，国产手机的机会也很大，关键在于发现用户的需求，最重要的还是要有创造用户需求的能力。本论文通过对北京小米有限公司推出的小米手机所运用的营销策略利用理论进行分析研究，首先介绍小米有限公司及小米手机的情况，研究小米手机与竞争对手不同之处。然后提出小米营销存在的问题，通过对小米手机营销环境进行swot分析，列出小米手机营销的优势和劣势。最后剖析小米手机一系列的策略及其营销策略的组合对小米手机以后发展提出建议。对小米公司之后的市场营销工作提供了有价值的参考和建议。关键词：营销环境；小米手机；营销战略AbstractOnAugust16,2011,LeiJun,CEOofMIUI,announcedtheofficialreleaseinBeijing798ArtCenter.Developinthesmartphoneaneweraofdomesticmobilephoneisalsoagreatopportunity,thekeyistofindtheuser'sneeds,themostimportantthingistohavetheabilitytocreateuserdemand.ThisthesisbyMIUIcompanylaunchedMIUImobilemarketingstrategybytheuseoftheuseoftheoreticalanalysisandstudy,firstintroducedMIUIcompanyandMIUIphonecasestudyMIUIphonewithcompetitorsdifferences.ThenraiseMIUIphonemarketingproblemsthroughitsmarketingenvironmentswotanalysis,listMIUIphonemarketingstrengthsandweaknesses.FinalanalysisMIUIphonenumberofstrategiesandmarketingstrategymixforfuturedevelopmentproposalsMIUIphone.OnMIUIcompany'smarketingeffortsafterprovidevaluablereferencesandsuggestions.Keywords:MarketingEnvironment;MIUIphone;Marketingstrategy;目录第一章绪论..................................................................................................................21.1研究的背景、意义和目的..............................................................................21.2国内外研究现状..............................................................................................21.2.1国内研究现状.......................................................................................21.2.2国内研究现状.......................................................................................41.3本文研究内容..................................................................................................6第二章小米手机公司营销现状...................................................................................72.1小米公司简介..................................................................................................72.2小米公司营销现状..........................................................................................7第三章小米公司手机营销存在的问题....................................................................103.1市场定位存在问题........................................................................................103.2营销策略存在问题........................................................................................103.2.1产品的不足.........................................................................................103.2.2价格定位.............................................................................................113.2.3销售渠道覆盖能力有限.....................................................................113.2.4促销方式不足.....................................................................................113.3售后存在问题................................................................................................12第四章小米公司手机营销环境的SWOT分析...........................
