小米手机品牌营销的策略研究
发布时间：2018-09-14 11:00
【摘要】：科技日新月异,移动互联网发展迅速,智能手机市场前景广阔,但是竞争也十分激烈,品牌的作用越来越重要。提高手机品牌影响力是增强企业竞争力的重要途径,本文对小米手机品牌营销的策略进行研究。 论文首先阐述小米手机品牌营销策略研究的意义和目的。在分析品牌、品牌营销和手机品牌营销的相关文献综述的基础上,提出了小米手机品牌营销策略的研究内容和总体思路。分析探讨手机品牌营销的作用和发展趋势,并构建手机品牌影响因素模型,接着对小米手机品牌现状和品牌存在的问题进行分析。得出小米手机品牌存在营销方式缺乏新意、品牌影响力提升受限、销售渠道覆盖范围有限、用户群体单一、盈利不稳定和售后服务跟不上发展的需要等问题。围绕产品品质、服务、产品创新、服务创新、营销策略创新和消费者体验等方面分析研究小米手机品牌,并针对性的提出小米手机品牌营销应采取五大策略和五大保障措施的办法,确保小米手机品牌营销能够获得成功。
[Abstract]:With the rapid development of technology and mobile Internet, the smartphone market has a bright future, but the competition is very fierce, and the role of brand is becoming more and more important. Improving the influence of mobile phone brand is an important way to enhance the competitiveness of enterprises. This paper studies the strategy of Xiaomi mobile phone brand marketing. Firstly, the thesis expounds the significance and purpose of the research on Xiaomi mobile phone brand marketing strategy. On the basis of analyzing the literature review of brand, brand marketing and mobile phone brand marketing, this paper puts forward the research content and overall thinking of Xiaomi mobile phone brand marketing strategy. This paper analyzes the function and development trend of mobile phone brand marketing, and constructs the model of mobile phone brand influencing factors, and then analyzes the status quo of Xiaomi mobile phone brand and the problems existing in the brand. It is concluded that the brand of Xiaomi mobile phone has some problems such as lack of new marketing methods, limited brand influence, limited coverage of sales channels, single user group, unstable profits, and the need for after-sales service to keep up with the development. Analyze and study Xiaomi mobile phone brand around product quality, service, product innovation, service innovation, marketing strategy innovation and consumer experience. And puts forward that Xiaomi mobile phone brand marketing should take five strategies and five safeguard measures to ensure the success of Xiaomi mobile phone brand marketing.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6
本文编号：2242512
[Abstract]:With the rapid development of technology and mobile Internet, the smartphone market has a bright future, but the competition is very fierce, and the role of brand is becoming more and more important. Improving the influence of mobile phone brand is an important way to enhance the competitiveness of enterprises. This paper studies the strategy of Xiaomi mobile phone brand marketing. Firstly, the thesis expounds the significance and purpose of the research on Xiaomi mobile phone brand marketing strategy. On the basis of analyzing the literature review of brand, brand marketing and mobile phone brand marketing, this paper puts forward the research content and overall thinking of Xiaomi mobile phone brand marketing strategy. This paper analyzes the function and development trend of mobile phone brand marketing, and constructs the model of mobile phone brand influencing factors, and then analyzes the status quo of Xiaomi mobile phone brand and the problems existing in the brand. It is concluded that the brand of Xiaomi mobile phone has some problems such as lack of new marketing methods, limited brand influence, limited coverage of sales channels, single user group, unstable profits, and the need for after-sales service to keep up with the development. Analyze and study Xiaomi mobile phone brand around product quality, service, product innovation, service innovation, marketing strategy innovation and consumer experience. And puts forward that Xiaomi mobile phone brand marketing should take five strategies and five safeguard measures to ensure the success of Xiaomi mobile phone brand marketing.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6
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，本文编号：2242512
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