小米手机品牌营销策略分析.docx

小米手机品牌营销策略分析

第一篇：小米手机品牌营销策略分析摘要摘要本文将根据中国手机市场的市场发展现状(市场规模和结构、市场特点等)和发展趋势，对小米手机市场的竞争现状、竞争格局、消费者市场需求、营销策略进行详尽的分析。并基于以上研究，对小米手机市场的营销策略进行研究，并提出了可行的营销策略建议。本文系统地提出了小米手机的营销策略；并通过对中国手机市场的分析，指出小米智能手机在保证产品产量和质量的前提下，必须在细分市场上以集中差异化产品为基础，以服务差异化为竞争底牌，紧密贴近国内消费者的消费愿望和需求，紧紧把握客户完全满意的手机消费文化，才能在竞争中立于不败之地。星巴克CEO霍华德•舒尔茨说过：“要建立一个影响深远的伟大品牌，首先得有一个有吸引力的产品”。这由一堆名牌硬件组装起来的高端配置，最终能不能得到消费者的认可才是企业的最终目标。作为国内被寄予希望的小米手机，该如何走出一条适合自己的企业发展道路，能不能带领中国智能手机走出困境，本文将通过分析小米手机的现状，并给出相应的解决方案。关键词：智能手机，小米，品牌营销，差异化，互联网手机IAbstractAbstractThispaperexpoundsthecurrentsituationofdevelopmentofmarketofChinesemobilephonemarket(marketsizeandstructure,marketcharacteristicsanddevelopmenttrendofmobilephone),themarketcompetitionsituation,thecompetitionpattern,theconsumermarketdemand,domesticandforeignmobilephonemanufacturersmarketingstrategyareanalyzedindetail.Basedontheaboveresearch,themilletmobilephonemarketmarketingstrategyresearch,andproposedthefeasiblemarketingstrategy.Thispapersystematicallypresentsthemilletmobilephonemarketingstrategy;andthroughanalyzingtheChinesemobilephonemarket,pointsoutthatmilletintelligentmobilephoneinthepremiseofensuringproductquality,mustbeinthemarketsegmentstoconcentrate,differentiatedproductsasthebasis,toservicedifferentiationforthecompetitioncards,closertothedomesticconsumerdemand,accuratelygraspthecustomercompletelysatisfiedwiththemobilephoneconsumptionculture,abilityisincompetitionremaininvincible.StarbucksCEOHowardSchultzsaid:“toestablishafar-reachinggreatbrand,firstofallmusthaveanattractiveproduct”.Apileofbrand-namehardwareassembledhigh-endconfiguration,willgetconsumerrecognitionisthekey.Asthemosthopeismillet,mobilephone,howtowalkoutofasuitableenterprisedevelopmentroad,canleadtheChineseintelligentmobilephoneoutofthepredicament,thispaperwillanalyzethecurrentsituationofmillet,givesthecorrespondingsolutions.Keyword:Intelligent,mobilephone,MobileInternet,Brandmarketing,Productionofalienation,InternetmobilephoneII目录目录摘要.............................................................................