小米手机推广策划.doc

院系：经济与管理学院
专业：2009级市场营销（2）班
姓名：郭丽琴（2009051611）柯彬红（2009051614）
林瑶（2009051625）骆艺榕（2009051629）
曾瑞萍（2009051639）张淑宝（2009051641）指导老师：朱义

目录
前言···············································2
产品简介及上市任务·································2
（一）新产品简介·············································2
上市推广目的及任务·····································2
市场环境分析·······································3
（一）中国智能手机市场的总体趋势分析·························3
（二）消费者分析·············································4
四、新品描述及核心利益分析·····························5
（一）新品描述···············································5
（二）核心利益分析···········································6
（三）行业分析···············································7
五、企业现有产品SWOT分析······························8
消费者促销·········································9
（一）渠道促销···············································9
（二）消费者促销·············································10
七、配套宣传活动·······································11
（一）高调宣传···············································11
（二）饥渴预定···············································11
（三）社区及论坛·············································12
（四）微博营销···············································12
（五）娱乐造势···············································12
八、其他···············································13
九、附件···············································13

小米手机青春版校园上市推广策划
一、前言
随着科技日新月异的发展，手机已经成为人们生活中不可或缺的一部分，从前几年的诺基亚独领风骚到现如今IPHONE等手机的异军突起，手机市场正面临新一轮的改革和洗牌。值此手机格局动荡之际，正是小米手机进入市场的大好时机。小米手机青春版是小米公司（北京小米科技有限责任公司）专为回馈支持小米手机的用户而制定的面向学生市场的手机。
本策划文案主要侧重于分析小米手机青春版推广上市，强调小米手机青春版的特色以迎合学生群体对小米手机的需求与选择，通过SWOT分析及其他方法作出以下推广方案。
二、产品简介及上市任务
（一）新产品简介
1、产品定位
群体：校园市场——面对学生群体，HYPERLINK"http://baike.baidu.com/view/5989132.htm"\t"_blank"小米手机从发布以来，深受学生群体喜爱，为了让利给这部分用户，小米公司特别推出限量青春版，回馈一直支持小米的用户。
性能：小米手机青春版搭载的是HYPERLINK"http://www.beareyes.com.cn/2/lib/200202/10/20020210003.htm"\t"_blank"主频1.2GHz的双核处理器，并集成有Adreno220图形处理芯片，可支持大型3D游戏和流畅播放1080p高清视频采用4英寸触摸屏，配置800万像素主HYPERLINK"http://www.beareyes.com.cn/2/data/be