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1、本科生毕业论文(2017)届论文题目:TheInfluenceofHungerMarketingonMilletPhone饥饿营销对小米手机的影响学院:外国语学院专业:英语(商务英语)学号:201311700457姓名:指导教师姓名及职称:完成日期:2016年12月-TheInfluenceofHungerMarketingonMilletPhone饥饿营销对小米手机的影响论文答辩委员会主席:委员:ii饥饿营销对小米手机的影响【摘要】“饥饿营销”是指商品提供者有意调低产量,以期达到调控供求关系、制造供不应求的表面
2、现象,广泛应用于宣传活动上,近几年以智能手机为甚。苹果公司就采用了减少iPhone供给量引发更高的需求以获得更高利润的营销策略。这样的成功经验纷纷被其他手机品牌模仿,然而,却产生不同的效果。显然地,饥饿营销的成功取决于许多条件,即要有强有力的品牌效应及质量来放大价值和提高吸引力,以持续热销为基础,建立起高忠诚度的客户群体。虽然小米手机在饥饿营销方面做出了一定的成绩,但与同样实施此策略的苹果相比,还存在着很多的问题。本文从饥饿营销的定义和原理入手,阐述了饥饿营销策略的基础和特点,分析了小米手机公司市场发展现状以及小
3、米手机在饥饿营销中存在的问题,进而提出了小米手机在饥饿营销中应采取的策略,希望对我国手机营销市场的发展有一定的指导和借鉴作用。【关键词】饥饿营销;小米手机;问题;启示ivTheInfluenceofHungerMarketingonMilletPhone[Abstract]“Hungermarketing”,akindofmarketingstrategywherethecommoditysellerdeliberaterestrictsthesupplyofproducttoachievethesuperfic
4、ialphenomenonofexcessdemand,hasbeenappliedinmanypromotioncampaigns,especiallysmartphonesinrecentyears.Apple’smarketingstrategyoniPhonereducesthequantitysuppliedhastriggerahigherdemandtogainamuchhigherprofit.Suchsuccessfulexperiencehasbeenimitatedbyotherphoneb
5、rands,nevertheless,leadtodifferentconsequences.Obviously,toimplementthemarketingstrategymustbeimplementedcertainconditions,Thepremiseof”hungermarketing”isthatthebrandandqualityhaveenoughpower,whichmagnifythevalueandappeal,layafoundationfortheon-goinghotsell,a
6、ndestablishhighloyaltyofcustomergroup.althoughtheMilletmobilephonehavemadecertainachievementsinhungermarketing,theimplementationofthisstrategycomparedwithApple,therearealotofproblems.Thispaperstartsfromthedefinitionandprincipleofhungermarketing,expoundsthebas
7、isandcharacteristicsofhungermarketingstrategy,analyzesthedevelopmentstatusofmobilephonemarketMilletandMilletmobilephoneinhungermarketingproblems,andthenputforwardthestrategyofMilletmobilephoneshouldbetakeninhungermarketing,wanttohavecertainguidanceandreferenc
8、eeffecttothedevelopmentofChina'smobilephonemarket.[KEYWORDS]hungermarketing;Millet;problem;inspirationivContentChineseAbstractiiAbstractiiiIntroduction1ChapterOneAnOverviewofHungerMarketi