小米手机粉丝营销策略研究

发布时间：2019-01-20 13:55

【摘要】：随着社会化媒体的发展和受众消费习惯的变化,传统的营销策略已经走到穷途末路。作为国产智能手机新秀的小米手机,创新性地实施了粉丝营销策略,实现了一个又一个销售奇迹,并获得了良好的口碑和传播效果。本文试图解决的就是小米手机通过粉丝营销策略取得此番成就的原因。本文运用文献分析法、个案研究法、深度访谈法等,结合定位、口碑营销、微博营销等营销理论和传播学理论,分五个部分对小米手机的粉丝营销策略进行了深度剖析。首先,对小米手机的和粉丝营销策略的概况进行了梳理;然后,从品牌及产品自身因素、市场环境因素分析了小米手机实施粉丝营销策略的理论及现实依据;第三、四部分则是分别从纵向、横向的角度,对小米手机粉丝营销策略的各个环节、方面进行了梳理,挖掘其创新之处,即小米手机营销成功的真正原因;文章最后一部分是小米手机实施粉丝营销策略带来的启示。通过本文的研究,作者希望为其它试图实施粉丝营销策略的企业或品牌提供理论支撑和现实依据,助力更多企业创新营销思路。
[Abstract]:With the development of social media and the change of consumer habits, the traditional marketing strategy has come to the end. As a new domestic smartphone, Xiaomi mobile phone innovatively implements fan marketing strategy, realizes one miracle after another, and obtains good reputation and communication effect. This article attempts to solve the reasons for the success of Xiaomi mobile phone through fan marketing strategy. This article uses the literature analysis method, the case study method, the depth interview method and so on, unifies the localization, the word of mouth marketing, Weibo marketing and the communication theory, has carried on the thorough analysis to the Xiaomi mobile phone fan marketing strategy in five parts. First of all, the general situation of Xiaomi mobile phone and fan marketing strategy is combed; then, the theoretical and practical basis for the implementation of fan marketing strategy is analyzed from brand and product factors, market environment factors; Third, the fourth part is separately from the vertical, the horizontal angle, to Xiaomi mobile phone fan marketing strategy each link, has carried on the comb, excavates its innovation, namely Xiaomi mobile phone marketing success real reason; The last part of the article is the implementation of Xiaomi mobile phone fan marketing strategy to bring enlightenment. Through the research of this paper, the author hopes to provide theoretical support and practical basis for other enterprises or brands trying to implement fan marketing strategy, and help more enterprises to innovate marketing ideas.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63

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