發(fā)布時間：2021-04-26 22:44

　　互聯(lián)網(wǎng)再造服裝業(yè)、互聯(lián)網(wǎng)再造零售業(yè)、互聯(lián)網(wǎng)再造家電、再造汽車……互聯(lián)網(wǎng)所到之處,舊的商業(yè)王國倒下一片。近年來,伴隨著3G技術(shù)的廣泛應(yīng)用,移動互聯(lián)網(wǎng)行業(yè)的發(fā)展呈現(xiàn)出爆炸似的增長。移動互聯(lián)網(wǎng)的市場規(guī)模、用戶人數(shù)接連攀升,移動互聯(lián)網(wǎng)新應(yīng)用、商業(yè)模式層出不窮,并由此帶動了智能手機行業(yè)的飛速發(fā)展。如同工業(yè)革命一樣,移動互聯(lián)網(wǎng)時代的到來,不僅改變了人們的生活、工作方式,也正逐漸改變著企業(yè)的經(jīng)營方式和戰(zhàn)略布局。毫無疑問,移動互聯(lián)網(wǎng)的深入發(fā)展將對整個社會的政治、經(jīng)濟(jì)、文化等方面都帶來深遠(yuǎn)的影響�？茖W(xué)技術(shù)的發(fā)展催生了新鮮事物的不斷涌現(xiàn),隨著互聯(lián)網(wǎng)技術(shù)與網(wǎng)絡(luò)媒體的快速發(fā)展及日益普及,平民大眾的思想觀念和獲取信息的方式也在隨之轉(zhuǎn)變,網(wǎng)上購物逐漸成為普通民眾心中廣為認(rèn)知的消費方式,微信、微博、網(wǎng)站等社會化媒體也發(fā)揮著越來越重要的作用�！昂蛡鹘y(tǒng)的媒體營銷相比,社會化媒體其實并不是‘媒介’本身,而是在于人人參與營銷的過程。在社會化媒體發(fā)展中,社區(qū)化成為趨勢,任何人都可以是受眾,也可以是傳播者,參與性極強。”而雷軍,則把互聯(lián)網(wǎng)和新媒體這股風(fēng)引到了手機行業(yè)。在移動互聯(lián)網(wǎng)時代,小米手機作為國產(chǎn)手機的“非典型”代表,受到... 

【文章來源】：東北財經(jīng)大學(xué)遼寧省

【文章頁數(shù)】：86 頁

【學(xué)位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
    1.1 Research Background
    1.2 Research Significance
    1.3 Literature Review
Chapter Ⅱ The Trend of the Mobile Internet and Global Mobile PhoneIndustry
    2.1 Overview of the Mobile Internet Industry
        2.1.1 Basic Features
        2.1.2 Current Status
        2.1.3 Future Trend
    2.2 Current Status and Trend of Global Mobile Phone Industry
        2.2.1 Basic Features
        2.2.2 Current Status
        2.2.3 Future Trend
Chapter Ⅲ A Profile of Xiaomi Technology Corporation
    3.1 Introduction of Xiaomi
    3.2 Analysis on Xiaomi's Core Competence
        3.2.1 The Independently Created Operating System——MIUI
        3.2.2 Value-for-Money Products
        3.2.3 Internet-Oriented Business Philosophy
    3.3 The Highlights of Xiaomi Marketing Strategy
        3.3.1 Flash Sales Strategy
        3.3.2 Marketing Strategy via Internet and Social Media
        3.3.3 Event Marketing
Chapter Ⅳ The Success of Xiaomi's International Marketing Strategy
    4.1 International Expansion of Xiaomi
        4.1.1 The Reasons for Targeting at the Emerging Markets
        4.1.2 The Preparations for Entering the Emerging Markets
    4.2 Xiaomi in Indian Market
        4.2.1 The Description of Xiaomi's Special Marketing Model
        4.2.2 Achievements Made
        4.2.3 Challenges Faced
    4.3 Summary
Chapter Ⅴ SWOT Analysis of Xiaomi in International Markets
    5.1 Strengths
        5.1.1 Effective Team Working among Co-Founders
        5.1.2 Innovative Marketing Models
        5.1.3 High Cost-Effective Products
        5.1.4 Continuous Upgrading of Core Technologies
    5.2 Weaknesses
        5.2.1 Inadequate After-sales Services
        5.2.2 Technological Shortcomings
        5.2.3 The Added Costs to Exported Products
        5.2.4 Weakness in R&D Compared with Foreign Competitors
    5.3 Opportunities
        5.3.1 Strong Augmentation of MIUI Operation System
        5.3.2 Huge Potentials of Emerging Markets
        5.3.3 Potentials in Industrial Markets
    5.4 Threats
        5.4.1 Intensified Market Competition
        5.4.2 Security Requirements by Foreign Governments
        5.4.3 Different Preferences of Western Customers
Chapter Ⅵ Suggestions and Conclusion
    6.1 Suggestions for Xiaomi
        6.1.1 Continual Reliance on Mobile Internet and Social Media
        6.1.2 Improvement in After-sales Services
        6.1.3 Emphasis on Independent Innovation
        6.1.4 Construction of Local Servers in International Markets
    6.2 Conclusion
REFERENCES
ACKNOWLEDGEMENTS


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期刊論文
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碩士論文
[1]基于社會化媒體營銷的品牌內(nèi)容傳播[D]. 方冰.中國科學(xué)技術(shù)大學(xué) 2010
[2]對3G通信產(chǎn)業(yè)鏈的分析[D]. 曹秀玲.北京交通大學(xué) 2009



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