小米手机网络营销研究

发布时间：2018-05-16 00:33

本文选题：小米手机 + 网络营销　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：信息技术的快速发展推动了“大数据时代”的到来。互联网的出现在某种程度上改变了人们的生活习惯和思维方式,也加速了社会发展的步伐,促使人与人,人与社会之间的联系越来越密切。在第十二届人大第三次会议上,李克强总理首次提出“互联网+”这一新型概念,并将它提到前所未有的高度。各个行业内部都在通过开发和利用信息网络技术和互联网平台去扩大自己的产业以及增加自己的竞争力,在这种概念的驱动下,中国智能手机行业需要在社会的发展潮流中抓住这一机遇不断成长与壮大。智能手机行业竞争激烈,要想在市场上发展致胜,提高产品的市场占有率,其关键是合理有效的运用营销手段。随着近年来互联网的普及,网络营销这一新型营销模式在手机行业起到的作用也越来越明显。小米手机于2011年成功面世,一经上市便受到市场一致好评。其独特的营销模式和良好的市场表现都得到了社会各界的广泛关注。小米公司的成功,不仅在于抓住互联网思维的精髓,更在于其巧妙的利用互联网来进行营销,使得网络营销深入人心。本文在高速发展的“大数据时代”的背景下,以小米手机为研究对象,从小米手机所处的市场宏观环境和微观环境入手,分析小米手机在产品研发,产品发布以及产品推广阶段的网络营销,归纳出小米手机在网络营销方面值得借鉴的成功经验,从而给其他企业带来一些具有建设性的启示。
[Abstract]:The rapid development of information technology has promoted the arrival of "big data era". To a certain extent, the emergence of the Internet has changed people's living habits and ways of thinking, and also accelerated the pace of social development, promoting the relationship between people, people and society more and more closely. At the third session of the 12th National people's Congress, Prime Minister Li Keqiang proposed the new concept of "Internet" for the first time and raised it to an unprecedented height. Driven by the concept that industries are expanding their industries and increasing their competitiveness through the development and use of information network technologies and Internet platforms, China's smartphone industry needs to seize this opportunity in the development of society. The competition of smart phone industry is fierce. If we want to develop and win in the market and increase the market share of products, the key is to use the marketing means reasonably and effectively. With the popularity of the Internet in recent years, the role of the new marketing model in the mobile phone industry is becoming more and more obvious. Xiaomi mobile phone came out successfully in 2011, once listed by the market acclaim. Its unique marketing model and good market performance have received wide attention from all walks of life. Xiaomi's success lies not only in grasping the essence of Internet thinking, but also in its clever use of the Internet to carry out marketing. Under the background of "big data era" with rapid development, this paper takes Xiaomi mobile phone as the research object, starts with the market macro and micro environment of Xiaomi mobile phone, and analyzes the research and development of Xiaomi mobile phone in product development. The successful experience of Xiaomi mobile phone in network marketing is summed up in the stage of product release and product promotion, which brings some constructive enlightenment to other enterprises.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.63;F274

【参考文献】