小米手机的营销策略研究.doc

毕业论文（设计）毕业论文小米手机的营销策略题目研究指导教师汤杰学生姓名赵春雨二O一四年四月十八日黑龙江财经学院毕业论文（设计）PAGEII小米手机的营销策略研究摘要随着我国经济的不断发展，人民收入水平的不断提高，对手机的要求也越来越高，手机的销售市场也呈现出迅速增长的趋势。据统计，中国的手机销售量已超过9亿，成为全世界最大的手机销售地。在这竞争激烈的手机市场中，小米手机作为国产手机的领导者，它发展迅猛，以其独特的营销策略，引起了广泛的关注。但是事物的发展不可能是一帆风顺的，小米手机在其营销过程中也存在诸多问题。本论文根据小米手机当下的营销策略为研究主体，通过对小米手机目前存在的优势、劣势、机会和威胁等方面进行研究，归纳了小米手机在其营销过程中存在的问题，并给出了相应的解决对策，有助于小米手机在以后的营销过程中能有一个很好的补充。关键词：小米手机；营销现状；营销策略TheMarketingStrategyofMImobilephoneAbstractWiththeconstantdevelopmentofourcountry’seconomy,people’sincomeincreaseonandon,inorderthattherequirementsofmobilephonebecomehigherandhigher,anditisalsoatrendthatsalesmarketofmobilephoneisgrowingrapidly.Accordingtothestatistics,China'ssalesvolumeofmobilephonehasexceeded900millionandChinahasbecamethebiggestmobilephonesalesareaintheworld.IntheHYPERLINK"app:ds:fierce"fierceHYPERLINK"app:ds:competition"competitionofmobilephonemarket,MI,asleaderofdomesticmanufacturers,itblossomHYPERLINK"app:ds:swift"swiftlyHYPERLINK"app:ds:and"andHYPERLINK"app:ds:violent"violently,andarousewidepublicconcernbecauseoftheuniquemarketingstrategies.Butnothingcanalwayslikessmoothsailinginthegrowthpath,therearealsosomeproblemsinMI’sHYPERLINK"app:ds:marketing"marketingHYPERLINK"app:ds:process"process.TheresearchprincipalpartofthisarticleiscurrentmarketingstrategiesofMI.ThroughtheresearchofHYPERLINK"app:ds:present"presentMI’sHYPERLINK"app:ds:Strengths"strengths,HYPERLINK"app:ds:Weaknesses"weaknesses,HYPERLINK"app:ds:Opportunities"opportunities,HYPERLINK"app:ds:and"andHYPERLINK"app:ds:Threats"threats,itsummarizestheproblemsinmarketingandHYPERLINK"app:ds:put"putHYPERLINK"app:ds:forward"forwardrelevantHYPERLINK"app:ds:solution"solutionstohelpMImobilephonehasaverygoodsupplementlatermarketingprocess.Keywords:MImobilephone;marketingstatus;marketingstrategy目录TOC\o"1-3"\h\z\uHYPERLINK\l_Toc31305摘要PAGEREF_Toc31305IHYPERLINK\l_Toc14180AbstractPAGEREF_Toc14180IIHYPERLINK\l_Toc18453绪论PAGEREF_Toc184531HYPERLINK