移动互联网时代小米手机国际营销模式研究
发布时间：2021-04-26 22:44
互联网再造服装业、互联网再造零售业、互联网再造家电、再造汽车……互联网所到之处,旧的商业王国倒下一片。近年来,伴随着3G技术的广泛应用,移动互联网行业的发展呈现出爆炸似的增长。移动互联网的市场规模、用户人数接连攀升,移动互联网新应用、商业模式层出不穷,并由此带动了智能手机行业的飞速发展。如同工业革命一样,移动互联网时代的到来,不仅改变了人们的生活、工作方式,也正逐渐改变着企业的经营方式和战略布局。毫无疑问,移动互联网的深入发展将对整个社会的政治、经济、文化等方面都带来深远的影响。科学技术的发展催生了新鲜事物的不断涌现,随着互联网技术与网络媒体的快速发展及日益普及,平民大众的思想观念和获取信息的方式也在随之转变,网上购物逐渐成为普通民众心中广为认知的消费方式,微信、微博、网站等社会化媒体也发挥着越来越重要的作用。“和传统的媒体营销相比,社会化媒体其实并不是‘媒介’本身,而是在于人人参与营销的过程。在社会化媒体发展中,社区化成为趋势,任何人都可以是受众,也可以是传播者,参与性极强。”而雷军,则把互联网和新媒体这股风引到了手机行业。在移动互联网时代,小米手机作为国产手机的“非典型”代表,受到...
【文章来源】：东北财经大学辽宁省
【文章页数】：86 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
1.1 Research Background
1.2 Research Significance
1.3 Literature Review
Chapter Ⅱ The Trend of the Mobile Internet and Global Mobile PhoneIndustry
2.1 Overview of the Mobile Internet Industry
2.1.1 Basic Features
2.1.2 Current Status
2.1.3 Future Trend
2.2 Current Status and Trend of Global Mobile Phone Industry
2.2.1 Basic Features
2.2.2 Current Status
2.2.3 Future Trend
Chapter Ⅲ A Profile of Xiaomi Technology Corporation
3.1 Introduction of Xiaomi
3.2 Analysis on Xiaomi's Core Competence
3.2.1 The Independently Created Operating System——MIUI
3.2.2 Value-for-Money Products
3.2.3 Internet-Oriented Business Philosophy
3.3 The Highlights of Xiaomi Marketing Strategy
3.3.1 Flash Sales Strategy
3.3.2 Marketing Strategy via Internet and Social Media
3.3.3 Event Marketing
Chapter Ⅳ The Success of Xiaomi's International Marketing Strategy
4.1 International Expansion of Xiaomi
4.1.1 The Reasons for Targeting at the Emerging Markets
4.1.2 The Preparations for Entering the Emerging Markets
4.2 Xiaomi in Indian Market
4.2.1 The Description of Xiaomi's Special Marketing Model
4.2.2 Achievements Made
4.2.3 Challenges Faced
4.3 Summary
Chapter Ⅴ SWOT Analysis of Xiaomi in International Markets
5.1 Strengths
5.1.1 Effective Team Working among Co-Founders
5.1.2 Innovative Marketing Models
5.1.3 High Cost-Effective Products
5.1.4 Continuous Upgrading of Core Technologies
5.2 Weaknesses
5.2.1 Inadequate After-sales Services
5.2.2 Technological Shortcomings
5.2.3 The Added Costs to Exported Products
5.2.4 Weakness in R&D Compared with Foreign Competitors
5.3 Opportunities
5.3.1 Strong Augmentation of MIUI Operation System
5.3.2 Huge Potentials of Emerging Markets
5.3.3 Potentials in Industrial Markets
5.4 Threats
5.4.1 Intensified Market Competition
5.4.2 Security Requirements by Foreign Governments
5.4.3 Different Preferences of Western Customers
Chapter Ⅵ Suggestions and Conclusion
6.1 Suggestions for Xiaomi
6.1.1 Continual Reliance on Mobile Internet and Social Media
6.1.2 Improvement in After-sales Services
6.1.3 Emphasis on Independent Innovation
6.1.4 Construction of Local Servers in International Markets
6.2 Conclusion
REFERENCES
ACKNOWLEDGEMENTS
【参考文献】：
期刊论文
[1]小米制造之谜[J]. 李亚婷. 中国经济和信息化. 2014(08)
[2]浅析小米手机营销策略[J]. 丁利民,孙丁力. 河北企业. 2012(08)
[3]小米手机自主创新的决胜之路[J]. 王晴玙. 现代营销(学苑版). 2012(05)
[4]基于信息传播的社会化媒体营销研究[J]. 林旭耀. 科技和产业. 2012(03)
[5]小米手机营销策略和模式[J]. 苇丽华,庚淑荣. 商业文化(上半月). 2011(12)
[6]移动互联网新战局:全产业链竞合[J]. 许泽聘. 通信企业管理. 2011(02)
[7]移动互联网时代的终端产业发展趋势[J]. 秦蓁,张立. 邮电设计技术. 2010(09)
[8]移动互联网对智能手机的影响[J]. 缪敬. 中兴通讯技术. 2009(04)
硕士论文
[1]基于社会化媒体营销的品牌内容传播[D]. 方冰.中国科学技术大学 2010
[2]对3G通信产业链的分析[D]. 曹秀玲.北京交通大学 2009
本文编号：3162258
【文章来源】：东北财经大学辽宁省
【文章页数】：86 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
1.1 Research Background
1.2 Research Significance
1.3 Literature Review
Chapter Ⅱ The Trend of the Mobile Internet and Global Mobile PhoneIndustry
2.1 Overview of the Mobile Internet Industry
2.1.1 Basic Features
2.1.2 Current Status
2.1.3 Future Trend
2.2 Current Status and Trend of Global Mobile Phone Industry
2.2.1 Basic Features
2.2.2 Current Status
2.2.3 Future Trend
Chapter Ⅲ A Profile of Xiaomi Technology Corporation
3.1 Introduction of Xiaomi
3.2 Analysis on Xiaomi's Core Competence
3.2.1 The Independently Created Operating System——MIUI
3.2.2 Value-for-Money Products
3.2.3 Internet-Oriented Business Philosophy
3.3 The Highlights of Xiaomi Marketing Strategy
3.3.1 Flash Sales Strategy
3.3.2 Marketing Strategy via Internet and Social Media
3.3.3 Event Marketing
Chapter Ⅳ The Success of Xiaomi's International Marketing Strategy
4.1 International Expansion of Xiaomi
4.1.1 The Reasons for Targeting at the Emerging Markets
4.1.2 The Preparations for Entering the Emerging Markets
4.2 Xiaomi in Indian Market
4.2.1 The Description of Xiaomi's Special Marketing Model
4.2.2 Achievements Made
4.2.3 Challenges Faced
4.3 Summary
Chapter Ⅴ SWOT Analysis of Xiaomi in International Markets
5.1 Strengths
5.1.1 Effective Team Working among Co-Founders
5.1.2 Innovative Marketing Models
5.1.3 High Cost-Effective Products
5.1.4 Continuous Upgrading of Core Technologies
5.2 Weaknesses
5.2.1 Inadequate After-sales Services
5.2.2 Technological Shortcomings
5.2.3 The Added Costs to Exported Products
5.2.4 Weakness in R&D Compared with Foreign Competitors
5.3 Opportunities
5.3.1 Strong Augmentation of MIUI Operation System
5.3.2 Huge Potentials of Emerging Markets
5.3.3 Potentials in Industrial Markets
5.4 Threats
5.4.1 Intensified Market Competition
5.4.2 Security Requirements by Foreign Governments
5.4.3 Different Preferences of Western Customers
Chapter Ⅵ Suggestions and Conclusion
6.1 Suggestions for Xiaomi
6.1.1 Continual Reliance on Mobile Internet and Social Media
6.1.2 Improvement in After-sales Services
6.1.3 Emphasis on Independent Innovation
6.1.4 Construction of Local Servers in International Markets
6.2 Conclusion
REFERENCES
ACKNOWLEDGEMENTS
【参考文献】：
期刊论文
[1]小米制造之谜[J]. 李亚婷. 中国经济和信息化. 2014(08)
[2]浅析小米手机营销策略[J]. 丁利民,孙丁力. 河北企业. 2012(08)
[3]小米手机自主创新的决胜之路[J]. 王晴玙. 现代营销(学苑版). 2012(05)
[4]基于信息传播的社会化媒体营销研究[J]. 林旭耀. 科技和产业. 2012(03)
[5]小米手机营销策略和模式[J]. 苇丽华,庚淑荣. 商业文化(上半月). 2011(12)
[6]移动互联网新战局:全产业链竞合[J]. 许泽聘. 通信企业管理. 2011(02)
[7]移动互联网时代的终端产业发展趋势[J]. 秦蓁,张立. 邮电设计技术. 2010(09)
[8]移动互联网对智能手机的影响[J]. 缪敬. 中兴通讯技术. 2009(04)
硕士论文
[1]基于社会化媒体营销的品牌内容传播[D]. 方冰.中国科学技术大学 2010
[2]对3G通信产业链的分析[D]. 曹秀玲.北京交通大学 2009
本文编号：3162258
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