發(fā)布時(shí)間：2019-01-03 14:11

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)與通訊技術(shù)的發(fā)展,智能手機(jī)成為熱門行業(yè),市場(chǎng)競(jìng)爭(zhēng)也日益激烈。本文基于產(chǎn)品差異化理論對(duì)小米手機(jī)營(yíng)銷策略進(jìn)行了研究,從而獲知小米手機(jī)營(yíng)銷策略中的優(yōu)勢(shì)與不足,并提出了相應(yīng)的優(yōu)化策略。首先,本文就產(chǎn)品差異化戰(zhàn)略進(jìn)行了概念梳理,從而獲知產(chǎn)品差異化理論的內(nèi)涵與應(yīng)用方法;并對(duì)國(guó)內(nèi)外的研究現(xiàn)狀與研究模型進(jìn)行了綜述,為后面的案例分析做好準(zhǔn)備。接著,本文在原有產(chǎn)品差異化分析模型的基礎(chǔ)上構(gòu)建了時(shí)間序列分類比較模型,將產(chǎn)品特質(zhì)、競(jìng)爭(zhēng)者、消費(fèi)者與市場(chǎng)作為變量,并對(duì)子變量的選擇進(jìn)行了詳細(xì)的分析。隨后,本文對(duì)小米手機(jī)做了簡(jiǎn)要介紹,并對(duì)小米手機(jī)的競(jìng)爭(zhēng)對(duì)手進(jìn)行了研究,包括蘋果手機(jī)、三星手機(jī)、華為手機(jī)和魅族手機(jī)。基于以上研究本文對(duì)小米手機(jī)進(jìn)行了SWOT分析,獲知了小米手機(jī)的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇以及存在的威脅,并通過SWOT矩陣探討小米手機(jī)營(yíng)銷方案。而后,本文從定位差異化、產(chǎn)品功能差異化、產(chǎn)品設(shè)計(jì)差異化、市場(chǎng)推廣差異化、營(yíng)銷傳播差異化等方面對(duì)小米手機(jī)差異化戰(zhàn)略進(jìn)行了總結(jié)。本文將收集到的相關(guān)資料結(jié)合模型進(jìn)行了梳理,并獲知了智能手機(jī)市場(chǎng)的差異化現(xiàn)狀,并對(duì)小米手機(jī)產(chǎn)品差異化策略的制定提出了建議。最后,本文就小米手機(jī)在市場(chǎng)營(yíng)銷中存在的問題進(jìn)行了分析,主要包括品牌價(jià)值低、產(chǎn)品產(chǎn)業(yè)鏈不完善、銷售渠道覆蓋能力有限、售后服務(wù)系統(tǒng)不健全等。這些問題嚴(yán)重制約了小米手機(jī)的發(fā)展,不利于小米手機(jī)品牌形象的塑造。為此,本文提出了相應(yīng)的優(yōu)化策略,用以解決小米手機(jī)市場(chǎng)營(yíng)銷中存在的問題,分別為:注重品牌形象塑造,加強(qiáng)品牌管理;完善產(chǎn)業(yè)鏈,加強(qiáng)自主研發(fā);堅(jiān)持粉絲文化,拓展線下渠道;重視售后服務(wù),提升用戶體驗(yàn)。希望這些優(yōu)化策略能夠幫助小米手機(jī)在市場(chǎng)競(jìng)爭(zhēng)中占據(jù)有利地位。
[Abstract]:With the development of mobile Internet and communication technology, smart phone has become a hot industry, and the market competition is increasingly fierce. Based on the theory of product differentiation, this paper studies the mobile phone marketing strategy of Xiaomi, so as to find out the advantages and disadvantages of the mobile phone marketing strategy of Xiaomi, and put forward the corresponding optimization strategy. First of all, the concept of product differentiation strategy is combed in this paper, so as to get the connotation and application of product differentiation theory, and the domestic and foreign research status and research models are summarized to prepare for the case analysis. Then, based on the original product differentiation analysis model, this paper constructs a time series classification and comparison model, which takes product characteristics, competitors, consumers and market as variables, and analyzes the choice of sub-variables in detail. Then, this paper gives a brief introduction to Xiaomi's mobile phone, and studies its competitors, including Apple, Samsung, Huawei and Meizu. Based on the above research, the SWOT analysis of Xiaomi mobile phone is carried out, and the advantages, disadvantages, opportunities and threats of Xiaomi mobile phone are obtained, and the marketing scheme of Xiaomi mobile phone is discussed through SWOT matrix. Then, this paper summarizes the differentiation strategy of Xiaomi mobile phone from the following aspects: positioning differentiation, product function differentiation, product design differentiation, market promotion differentiation, marketing communication differentiation and so on. In this paper, the relevant data collected are combed together with the model, and the status quo of smartphone market differentiation is known, and some suggestions for the formulation of Xiaomi mobile phone product differentiation strategy are put forward. Finally, this paper analyzes the problems in the marketing of Xiaomi mobile phone, including low brand value, imperfect product industry chain, limited coverage of sales channels, imperfect after-sales service system and so on. These problems seriously restrict the development of Xiaomi mobile phone, is not conducive to the brand image of Xiaomi mobile phone. Therefore, this paper puts forward the corresponding optimization strategies to solve the problems in the marketing of Xiaomi's mobile phone, such as: pay attention to the brand image, strengthen the brand management, perfect the industrial chain, strengthen the independent R & D; Adhere to fan culture, expand offline channels; attach importance to after-sales service, improve the user experience. Hope these optimization strategies can help Xiaomi mobile phone in the market competition to occupy a favorable position.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.63

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