【摘要】：科技日新月異,移動(dòng)互聯(lián)網(wǎng)發(fā)展迅速,智能手機(jī)市場(chǎng)前景廣闊,但是競(jìng)爭(zhēng)也十分激烈,品牌的作用越來(lái)越重要。提高手機(jī)品牌影響力是增強(qiáng)企業(yè)競(jìng)爭(zhēng)力的重要途徑,本文對(duì)小米手機(jī)品牌營(yíng)銷(xiāo)的策略進(jìn)行研究。 論文首先闡述小米手機(jī)品牌營(yíng)銷(xiāo)策略研究的意義和目的。在分析品牌、品牌營(yíng)銷(xiāo)和手機(jī)品牌營(yíng)銷(xiāo)的相關(guān)文獻(xiàn)綜述的基礎(chǔ)上,提出了小米手機(jī)品牌營(yíng)銷(xiāo)策略的研究?jī)?nèi)容和總體思路。分析探討手機(jī)品牌營(yíng)銷(xiāo)的作用和發(fā)展趨勢(shì),并構(gòu)建手機(jī)品牌影響因素模型,接著對(duì)小米手機(jī)品牌現(xiàn)狀和品牌存在的問(wèn)題進(jìn)行分析。得出小米手機(jī)品牌存在營(yíng)銷(xiāo)方式缺乏新意、品牌影響力提升受限、銷(xiāo)售渠道覆蓋范圍有限、用戶群體單一、盈利不穩(wěn)定和售后服務(wù)跟不上發(fā)展的需要等問(wèn)題。圍繞產(chǎn)品品質(zhì)、服務(wù)、產(chǎn)品創(chuàng)新、服務(wù)創(chuàng)新、營(yíng)銷(xiāo)策略創(chuàng)新和消費(fèi)者體驗(yàn)等方面分析研究小米手機(jī)品牌,并針對(duì)性的提出小米手機(jī)品牌營(yíng)銷(xiāo)應(yīng)采取五大策略和五大保障措施的辦法,確保小米手機(jī)品牌營(yíng)銷(xiāo)能夠獲得成功。
[Abstract]:With the rapid development of technology and mobile Internet, the smartphone market has a bright future, but the competition is very fierce, and the role of brand is becoming more and more important. Improving the influence of mobile phone brand is an important way to enhance the competitiveness of enterprises. This paper studies the strategy of Xiaomi mobile phone brand marketing. Firstly, the thesis expounds the significance and purpose of the research on Xiaomi mobile phone brand marketing strategy. On the basis of analyzing the literature review of brand, brand marketing and mobile phone brand marketing, this paper puts forward the research content and overall thinking of Xiaomi mobile phone brand marketing strategy. This paper analyzes the function and development trend of mobile phone brand marketing, and constructs the model of mobile phone brand influencing factors, and then analyzes the status quo of Xiaomi mobile phone brand and the problems existing in the brand. It is concluded that the brand of Xiaomi mobile phone has some problems such as lack of new marketing methods, limited brand influence, limited coverage of sales channels, single user group, unstable profits, and the need for after-sales service to keep up with the development. Analyze and study Xiaomi mobile phone brand around product quality, service, product innovation, service innovation, marketing strategy innovation and consumer experience. And puts forward that Xiaomi mobile phone brand marketing should take five strategies and five safeguard measures to ensure the success of Xiaomi mobile phone brand marketing.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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