domestic marketing strategy analysis of miui mob

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1、UndergraduateThesisTitleofThesis:MarketingStrategyAnalysisofMIUIMobilePhoneStudentName:DengYuProgramme:BusinessManagementStudentID:2194008083Supervisor:FuYanProposedGrade:FinalGrade:OralDefenceDate:20MarketingStrategyAnalysisofMIUIMobilePhoneAbstractInrecentyears,China'smobilecommunicationindustry

2、hasdevelopedrapidly,themobilephonehasgottengraduallypopularity.BytheendofAugust,Chinamobilephoneuserstotaled927.26millionset-topandChinahasbecometheworld'slargestmobilephonemarket.Facingthefiercecompetitioninthehugeandcapacitymobilephonemarketenvironment,MIUImobilephoneswhichwassetasadomestichands

3、etbrandhastheinfluenceofnewforce.ButthecompetitionsathomeandabroadareseriousandcomparedwithlargephonecompaniesMIUIcompanyhastolearnmore.Verybigdisparitystillexistsinthephoneindustry.ThispaperregardsMIUImobilephonemarketingstrategyastheresearchobject.TheanalysisofmarketingstrategyofMIUImobilephonei

4、ncludesbrandstrategy,channelstrategy,productstrategy,priceandmarketingstrategybasicanalysis,hencethepapersummarizesthecurrentmainexistingproblemsandtheadvantagesinthemarketingstrategyofMIUImobilephones.InthelastthispaperwillgivesomeadviceandsuggestionstoMIUImobilephonesbasedontheanalysisabove.【Key

5、words】:Communicationindustry,MIUI,Creativethinking,Marketingstrategy20摘要近年来，我国移动通讯业发展迅速，手机已渐渐普及。截至2011年8月底，中国手机用户总数已达9.2726亿户，中国成为全球最大的手机市场。面对容量巨大且竞争激烈的手机市场环境，小米手机作为国产手机的一个品牌，异军突起。但小米公司和国内外的手机产业相比也还存在着很大差距。本文以小米手机营销策略为研究对象，通过对小米手机现行的营销策略、品牌策略、渠道策略、产品策略、价格和促销策略的基本分析，归纳了小米手机现行营销策略存在的主要问题和已具备的优势，最后在前

6、文的基础上，提炼出小米手机营销的启示。【关键词】:通讯业小米创新思维市场策略20ContentAbstract1Chapter1Introduction11.1Background11.2Currentsmartphonesalesstatusinourcountry21.3MIUI'splight2Chapter2LiteratureReview2Chapter3TheoverviewofMIUI53.1MIUImobilephonefeatures63.2ImpactCDMAmarket6Chapter4MIUImobilephonemarketingstrategyanalysis7

7、4.1Theearlymarketingstrategy.74.2Mainmarketingstrategy(4Pstrategy)74.2.1Productstrategy:74.2.2Pricestrategy:84.2.3Promotionstrategies:84.5.Theeventmarketing94.6.ThePomarketing9Chapter5Conclusion10Chapter6Suggesti