小米智能手机的营销策略

摘要在全球手机市场竞争激烈、技术更新加速的背景下，小米凭借独特市场反应策略突围，但也面临产品同质化、消费者需求多变等挑战。建立有效营销组合策略对小米生存发展至关重要，同时也能为其他手机及电子消费品厂商提供参考。本文基于4P营销理论，对小米智能手机营销策略进行研究。分析了其产品、价格、渠道和促销策略现状，结合问卷调查结果，发现小米智能手机营销策略存在县乡级品牌影响力较弱，新产品渗透较为缓慢、营销模式受限，手机卖场营销人员品牌推荐积极性不高、产品同质化严重，品牌核心竞争力不强、性价比标签深入人心，影响品牌高端形象塑造等问题。针对上述问题，本文从持续深耕乡镇市场，纵向延伸品牌影响力、优化品牌营销模式，充分调动推销积极性、持续加大研发投入，打造科技创新新形象、丰富产品定位形象，逐步推动品牌高端化四个方面提出针对性优化对策。本研究有助于小米完善营销策略，提升市场竞争力，也为行业内其他企业提供了可借鉴的营销思路。关键词：小米智能手机：营销策略：4P理论1ABSTRACTIn the context of fierce competition in the global mobile phone market and acceleratedtechnology updates,Xiaomi broke through with its unique market response strategy,but it alsofaced challenges such as product homogeneity and changing consumer demand.Theestablishment of an effective marketing mix strategy is crucial to the survival and developmentof Xiaomi,and can also provide reference for other mobile phone and consumer electronicsmanufacturers.Based on 4P marketing theory,this paper studies Xiaomi's smart phone marketingstrategy.This paper analyzes the current situation of its products,prices,channels and promotionstrategies.Combined with the results of the questionnaire survey,it is found that Xiaomi's smartphone marketing strategy has some problems,such as weak brand influence at the county andtownship level,slow penetration of new products,limited marketing mode,low brandrecommendation enthusiasm of mobile phone salesmen,serious product homogenization,weakbrand core competitiveness,cost-effective labels,which affect the high-end image building ofthe brand.In view of the above problems,this paper puts forward targeted optimizationcountermeasures from four aspects:continuous deepening of the township market,verticalextension of brand influence,optimization of brand marketing mode,full mobilization ofmarketing enthusiasm,continuous increase of R D investment,creation of a new image ofscientific and technological innovation,enrichment of product positioning image,and gradualpromotion of high-end brand.This study will help Xiaomi improve its marketing strategy,enhance its market competitiveness,and also provide other enterprises in the industry withmarketing ideas that can be used for reference.Key words:Xiaomi Smart Phone;Marketing Strategy;4P Theory目录第1章绪论…1.1研究背景1.2研究意义1.3国内外研究现状21.3.1国内研究现状21.3.2国外研究现状21.3.3文献综述1.4研究方法3第2章小米智能手机概况及营销策略现状分析2.1小米智能手机简介42.2小米智能手机营销策略分析2.2.1产品策略2.2.1价格策略2.2.3渠道策略分析.62.2.4促销策略分析6第3章小米智能手机营销策略现存问题分析…83.1小米智能手机营销策略现状问卷调查83.1.1问卷调查的设计83.1.2问卷调查的实施.…83.1.3问卷调查的结果…83.2小米智能手机营销策略存在的问题3.2.1县乡级品牌影响力较弱，新产品渗透较为缓慢123.2.2营销模式受限，手机卖场营销人员品牌推荐积极性不高133.2.3产品同质化严重，品牌核心竞争力不强133.2.4性价比标签深入人心，影响品牌高端形象塑造13第4章智能手机营销策略策略优化建议----.---.-154.1持续深耕乡镇市场，纵向延伸品牌影响力154.2优化品牌营销模式，充分调动推销积极性154.3持续加大研发投入，打造科技创新新形象154.4丰富产品定位形象，逐步推动品牌高端化16Ⅲ第5章结论17参考文献…18IV