小米手机品牌营销策略分析.doc

摘要PAGE-22-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AbstractAbstractThispaperexpoundsthecurrentsituationofdevelopmentofmarketofChinesemobilephonemarket(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,Internetmobilephone目录目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc325903151"摘要PAGEREF_Toc325903151\hIHYPERLINK\l"_Toc32