小米手机的营销传播策略研究

发布时间：2018-10-29 08:26

【摘要】：随着信息技术的飞速发展，手机的更新换代也日趋频繁。昔日独霸手机领域长达15年之久的诺基亚如今已经名落孙山，苹果、三星等国际知名品牌已经渐渐站稳市场。一向以“山寨机”著称的国产手机领域，在这一阶段发生了翻天覆地的变化，越来越多的手机开始打造自己的品牌，其中就包括小米。小米手机作为国产手机品牌里的新秀，在出道不到三年的时间里创造了一个又一个销售奇迹，令无数业界人士为之惊叹。本文主要通过五个部分对小米手机的营销传播策略进行研究，第一部分为绪论，主要包括对研究背景、研究目的和研究意义、研究方法理论支撑、营销传播的理论综述以及研究中的创新点和难点进行介绍。第二部分，从新媒体时代的受众属性、媒介终端产品的跨界融合以及消费电子产品市场的竞争格局这三个方面来分析小米手机营销传播的宏观背景。第三部分，笔者梳理小米手机的品牌定位并从整个信息传播过程的各个部分来分析小米手机的营销传播融合。第四部分，从传播学的角度出发，在4Cs营销理论的基础上分析小米手机与iPhone手机的营销差异。在最后笔者采用问卷调查的方式研究小米手机的营销效果，对手机的定价、消费者构成、品牌定位、销售渠道、购买动机、消费者购机后的行为等方式进行分析。本文通过对小米手机营销传播活动中的各个部分进行分析研究，指出小米手机的优势和不足，并对其进行总结分析，为其他企业营销活动的开展提出借鉴和反思。
[Abstract]:With the rapid development of information technology, the upgrading of mobile phones is becoming more and more frequent. Nokia, which once dominated the mobile phone industry for 15 years, has lost its name, and international brands such as Apple and Samsung are gaining ground in the market. The home-made mobile phone sector, known for its "shanzhai machines", has changed dramatically at this stage, with more and more phones starting to build their own brands, including Xiaomi. Xiaomi mobile phone as a domestic mobile phone brand rookie, in less than three years after the launch of a sales miracle, so that countless industry people marvel at it. This paper mainly through five parts of Xiaomi mobile phone marketing communication strategy research, the first part is the introduction, mainly includes the research background, research purpose and research significance, research method theory support, The theoretical summary of marketing communication and the innovation and difficulties in the research are introduced. The second part analyzes the macro background of Xiaomi's mobile phone marketing communication from three aspects: the audience attribute of the new media era, the cross-border integration of media terminal products and the competitive pattern of consumer electronic products market. In the third part, the author combs the brand positioning of Xiaomi mobile phone and analyzes the marketing communication fusion of Xiaomi mobile phone from each part of the whole information dissemination process. The fourth part, from the angle of communication, analyzes the marketing difference between Xiaomi mobile phone and iPhone mobile phone on the basis of 4Cs marketing theory. In the end, the author uses questionnaire to study the marketing effect of Xiaomi mobile phone, and analyzes the pricing, consumer composition, brand positioning, sales channel, purchase motivation, consumer behavior after purchase. Through the analysis and study of every part of Xiaomi's mobile phone marketing and communication activities, this paper points out the advantages and disadvantages of Xiaomi's mobile phone, and summarizes and analyzes it, which can be used for reference and introspection for the development of other enterprises' marketing activities.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F274

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