i.饥饿营销对小米手机的影响【摘要】“饥饿营销”是指商品提供者有意调低产量，以期达到调控供求关系、制造供不应求的表面现象，广泛应用于宣传活动上，近几年以智能手机为甚。苹果公司就采用了减少iPhone供给量引发更高的需求以获得更高利润的营销策略。这样的成功经验纷纷被其他手机品牌模仿,然而,却产生不同的效果。显然地,饥饿营销的成功取决于许多条件,即要有强有力的品牌效应及质量来放大价值和提高吸引力，以持续热销为基础，建立起高忠诚度的客户群体。虽然小米手机在饥饿营销方面做出了一定的成绩，但与同样实施此策略的苹果相比，还存在着很多的问题。本文从饥饿营销的定义和原理入手，阐述了饥饿营销策略的基础和特点，分析了小米手机公司市场发展现状以及小米手机在饥饿营销中存在的问题，进而提出了小米手机在饥饿营销中应采取的策略，希望对我国手机营销市场的发展有一定的指导和借鉴作用。【关键词】饥饿营销；小米手机；问题；启示iiTheInfluenceofHungerMarketingonMilletPhone[Abstract]“Hungermarketing”,akindofmarketingstrategywherethecommoditysellerdeliberaterestrictsthesupplyofproducttoachievethesuperficialphenomenonofexcessdemand,hasbeenappliedinmanypromotioncampaigns,especiallysmartphonesinrecentyears.Apple’smarketingstrategyoniPhonereducesthequantitysuppliedhastriggerahigherdemandtogainamuchhigherprofit.Suchsuccessfulexperiencehasbeenimitatedbyotherphonebrands,nevertheless,leadtodifferentconsequences.Obviously,toimplementthemarketingstrategymustbeimplementedcertainconditions,Thepremiseof”hungermarketing”isthatthebrandandqualityhaveenoughpower,whichmagnifythevalueandappeal,layafoundationfortheon-goinghotsell,andestablishhighloyaltyofcustomergroup.althoughtheMilletmobilephonehavemadecertainachievementsinhungermarketing,theimplementationofthisstrategycomparedwithApple,therearealotofproblems.Thispaperstartsfromthedefinitionandprincipleofhungermarketing,expoundsthebasisandcharacteristicsofhungermarketingstrategy,analyzesthedevelopmentstatusofmobilephonemarketMilletandMilletmobilephoneinhungermarketingproblems,andthenputforwardthestrategyofMilletmobilephoneshouldbetakeninhungermarketing,wanttohavecertainguidanceandreferenceeffecttothedevelopmentofChina'smobilephonemarket.[KEYWORDS]hungermarketing;Millet;problem;inspirationiiiContentChineseAbstract..........................................................................................................iiAbstract........................................................................................................................iiiIntroduction..................................................................................................................1ChapterOneAnOverviewofHungerMarketingStrategy.....................................31.1TheDefinitionoftheHungerMarketing...........................................................31.2TheImplementationConditionsoftheHungerMarketing...............................41.3TheTheoreticalBasisofHungerMarketing.....................................................5ChapterTwoPresentSituationofMilletPhoneMarketDevelopment...................82.1TheMarketExploitationofMilletPhone.........................................................82.2ThePresentSituationofSmartPhoneMarketDevelopmentinChina.............8ChapterThreetheProblemsofHungerMarketingUsedbyMilletPhone..........103.1InaccurateMarketOrientation........................................................................103.2LackingEntitySalesModels......................................
