小米公司网络营销策略分析

本科论文摘要自21世纪以来，互联网技术在全世界起步发展，数十年过去，网络已经成为信息传播的重要平台。同样地，信息化的发展也更新和充实了市场营销的理论。网络营销借此机会开始走进大众的视野。作为新兴发展的科技企业，小米科技有限责任公司率先将营销的方向转变到了互联网上。从初期，采用线上销售模式，利用“饥饿营销”策略大获成功，到现在，小米手机开始创建自己的品牌生态，更加针对性的满足顾客的需求。无论是传统的营销4P战略，还是现如今依托网络所做出的营销策略的调整，小米科技有限责任公司在营销策略上的尝试和创新成为中国国内科技企业中的佼佼者。本篇论文对2019年度小米科技有限责任公司的网络营销策略进行分析，以宏观和微观两方面环境分析为背景，围绕小米科技有限责任公司的主线手机产品展开。旨在通过分析和对比其竞争对手网络营销策略，发现小米科技有限公司在网络营销策略的运用上的可取之处，为相关企业提供一定的理论依据和经验，更好地促进我国网络营销的发展。同时也有利于企业更好的针对消费者的需求，采取合适的网络营销策略，获取利润，促进经济发展。关键词：网络营销，小米手机，华为手机本科论文AbstractSince the 21st century,Internet technology has started to develop all over the world.Inthe past decades,network has become an important platform for information dissemination.Similarly,the development of information technology has also updated and improved thetheory of marketing.Internet marketing takes this opportunity to enter the public's visionAs a newly developing technology enterprise,Xiaomi Technology Co.,Ltd.takes thelead in transforming the marketing direction to the Internet.From the initial stage,using theonline sales mode and the strategy of "hunger marketing"has been a great success.Now,Xiaomi Mobile has started to create its own brand ecology and meet the needs of customersmore specifically.Whether it is the traditional 4P marketing strategy or the adjustment ofmarketing strategy based on the network,Xiaomi Technology Co.,Ltd.has become the leaderof domestic technology enterprises in marketing strategy attempt and innovation.This paperanalyzes the network marketing strategy of Xiaomi Technology Co.,Ltd.in 2019,with thebackground of macro environment analysis and micro environment analysis,focusing on themain line mobile phone products of Xiaomi Technology Co.,Ltd.Through the analysis andcomparison of its competitors'network marketing strategies,this paper aims to find out themerits of xiaomi technology co.,Itd.in the application of network marketing strategies,so asto provide certain theoretical basis and experience for relevant enterprises and better promotethe development of China's network marketing.At the same time,it is also beneficial forenterprises to better meet the needs of consumers and adopt appropriate network marketingstrategies to obtain profits and promote economic development.Key words:Internet marketing,Xiaomi mobile phone,Huawei mobile phone本科论文目录摘要Abstract..前言.1绪论.21.1研究背景…21.2国内外的研究现状..31.2.1国内研究现状….31.2.2国外研究现状.41.3研究目的与意义.…1.3.1研究目的.1.3.2研究意义41.4研究内容与方法1.4.1研究内容…1.4.2研究方法….52相关理论….62.1市场营销理论..62.2网络营销理论….62.2.1直复营销理论….72.2.2关系营销理论.….72.2.3软营销理论….72.2.4整合营销理论….72.2.5网络营销与传统市场营销对比.73小米公司网络营销环境分析93.1宏观环境(PEST方法).93.1.1政治方面.93.1.2经济方面….93.1.3社会方面....103.1.4技术方面.….103.2微观环境（竞争对手).104小米手机及其竞争对手2019网络营销策略分析124.1小米手机2019年网络营销策略.124.1.1发布会营销..124.1.2媒体营销..13本科论文4.1.3视频营销.134.1.4事件营销.144.2华为手机2019年网络营销策略.144.2.1发布会营销22na4444444444444444444044444444444444.44.2.2视频营销…154.2.3事件营销..154.3小米和华为网络营销策略对比.154.3.1发布会营销.154.3.2视频营销…164.3.3事件营销..165小米手机网络营销策略建议175.1选择适宜的引流手段和热度恰当的事件营销.175.2采取线上线下相结合的互联网营销渠道策略.17结论….19致谢..20参考文献21附录.22