基于产品差异化的小米手机产品策略分析

发布时间：2019-01-03 14:11

【摘要】：随着移动互联网与通讯技术的发展,智能手机成为热门行业,市场竞争也日益激烈。本文基于产品差异化理论对小米手机营销策略进行了研究,从而获知小米手机营销策略中的优势与不足,并提出了相应的优化策略。首先,本文就产品差异化战略进行了概念梳理,从而获知产品差异化理论的内涵与应用方法;并对国内外的研究现状与研究模型进行了综述,为后面的案例分析做好准备。接着,本文在原有产品差异化分析模型的基础上构建了时间序列分类比较模型,将产品特质、竞争者、消费者与市场作为变量,并对子变量的选择进行了详细的分析。随后,本文对小米手机做了简要介绍,并对小米手机的竞争对手进行了研究,包括苹果手机、三星手机、华为手机和魅族手机。基于以上研究本文对小米手机进行了SWOT分析,获知了小米手机的优势、劣势、机遇以及存在的威胁,并通过SWOT矩阵探讨小米手机营销方案。而后,本文从定位差异化、产品功能差异化、产品设计差异化、市场推广差异化、营销传播差异化等方面对小米手机差异化战略进行了总结。本文将收集到的相关资料结合模型进行了梳理,并获知了智能手机市场的差异化现状,并对小米手机产品差异化策略的制定提出了建议。最后,本文就小米手机在市场营销中存在的问题进行了分析,主要包括品牌价值低、产品产业链不完善、销售渠道覆盖能力有限、售后服务系统不健全等。这些问题严重制约了小米手机的发展,不利于小米手机品牌形象的塑造。为此,本文提出了相应的优化策略,用以解决小米手机市场营销中存在的问题,分别为:注重品牌形象塑造,加强品牌管理;完善产业链,加强自主研发;坚持粉丝文化,拓展线下渠道;重视售后服务,提升用户体验。希望这些优化策略能够帮助小米手机在市场竞争中占据有利地位。
[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.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.63

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