基于商业生态理论的小米手机发展策略研究

发布时间：2018-01-01 04:01

本文关键词：基于商业生态理论的小米手机发展策略研究　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着近年来我国信息产业的不断发展与变革，中国已经成为一个拥有5亿网民和10亿手机用户的巨额市场，且发展和提升的空间依然很大。为抓住这一巨大商机，，业内各大巨头通过多途径多渠道抢占市场份额，竞争日趋白热化。与此同时，国内许多商家外受高强度的竞争压力，内因创新不足等原因使得市场份额被不断盘剥，渐渐游走于主流的旁侧。但从2011年8月16日“小米”手机发布之日起，“小米”这家新兴的企业正在用一个又一个创新与突破改变着国人对于国产手机和企业模式的认识，也在悄然改变着市场格局。本文在国内移动互联网终端市场竞争日趋白热化，“小米”异军突起的大背景下，借助企业生态系统理论，通过移动互联网市场的生态环境分析客观反映“小米”等国内公司现处的宏观环境。再从生态系统大环境下借由若干分析模型确定“小米”在生态系统中的独特生态位。并以此为基础，构建小米商业生态系统“价值链”模型，并对其增值过程进行详细分析，以求找到“小米”商业价值最大化的突破口。下面对“小米”现阶段出现的问题和未来的发展做评析和展望。最后以实地调研为支撑，基于以上对“小米”公司的分析提出针对大学生这一特殊群体的可行营销方案和“小米之家”社区的可行发展方案，对“小米”公司今后的发展方向做以探索。
[Abstract]:With the continuous development and change of China's information industry in recent years, has become a China has 500 million Internet users and 1 billion mobile phone users in the huge market space and development and promotion is still great. To seize the great opportunities, the industry giants to seize market share through various channels and channels, the competition has become increasingly fierce. At the same time, many domestic businesses by high strength competition pressure, the internal reason for the lack of innovation makes the market share has been exploited in the mainstream of the side gradually walk.
But since the release of "Xiaomi" mobile phone in August 16, 2011, the new business of "millet" is innovating and breaking through one innovation after another. It has changed people's understanding of domestic mobile phones and business models, and is also quietly changing the market structure.
In this paper, the domestic mobile internet terminal market competition intensifies, background of "millet" under the help of enterprise A new force suddenly rises., ecological system theory, the ecological environment of the mobile Internet market macro environment analysis objectively reflect the "millet" and other domestic companies now. And from the environment ecological system by determining "by a number of unique analysis model ecological millet" in the ecological system. And on this basis, build millet business ecosystem "value chain" model, and a detailed analysis of its value-added process, in order to find the breakthrough of the "millet" maximum business value. The appearance of "millet" problem of the present stage and future development and evaluation finally, based on the field research prospects. As the support, based on the above analysis of the "millet", put forward the feasible marketing plan for this special group of college students and the "small meters The feasible development plan of the "home" community is to explore the future direction of the "millet" company.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.63;F272

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