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ID:59540438
大小:1.51 MB
页数:23页
时间:2020-11-09
《小米案例分析英文版MIUI分析解析教程文件.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、小米案例分析英文版MIUI分析解析MainproductsThreebusiness手机MIUI米聊Mchat(米聊)isamobileterminalfreeinstantmessagingtoolsproducedbyXiaomi.MIUIisacustomizedAndroidmobilephoneoperatingsystemmadebyXiaomi.XiaomiSmartphoneisdesignedforenthusiastmobilephonefanswithhigh-performance.AnalysisofX
2、iaomiNetworkMarketingEnvironmentofsmartphonemarketinChinaTargetmarketProductPositioningSaleschannelsEnvironmentofsmartphonemarketinChinaMarketishuge.Chineseconsumerslikehighqualityandinexpensive.Priceofsomeonethousandyuanhighlycost-effectivemobilephonewilloccupytheli
3、on'sshareoftheChinesesmartphoneconsumermarket.XiaomiSmartphoneisahigh-performancesmartphone.TargetmarketPeoplewhohashabitsofshoppingonlineandgettinginformationfromthenetworkPrice-sensitivemiddle-incomegroupWebpromotionMarketingStrategySaleschannelsProductPositioningP
4、roductPositioningpositioningEnthusiasts’mobilephoneLowpriceXiaomi’sstrategicadvantage:themostaffordablehigh-endsmartphonesSaleschannelsOnlineSales:B2Ce-commercesales为企业提供销售渠道同时具有调查、服务、咨询一体的特点;在线销售减少了中间环节对利润的削减,直接降低了产品价格。MarketingStrategyWordofmouthmarketingEventmarke
5、tingLei’seffectMicrobloggingmarketingCommunityandforumsWordofmouthmarketingXiaomiSmartphonehasattractedpeople’sattentionbyitsexcellentconfigurationandlowpricebecausemoreandmoreuserscareabouttheperformance-to-priceratio.Inthemeantime,loyalusersofXiaomiSmartphonehavein
6、creasedandhaveleftgreatinfluenceonotherpeople.Itshighperformance-to-priceratioisfavoredbypeople,thiskindofmarketingmakesitsucceedandlaysbasisfortheonlinesalesafterwards.TheeventmarketingSellingengineeringmachineLei’seffectHypingallkingsoftopics1.Canengineeringmachine
7、besold?SellingengineeringmachineisagreatinnovationofXiaomiSmartphone.Ithasdoneenoughpropagandaformobilehardwareadvantageinearlyperiod,andthecompanysellsengineeringmachineatapricelowerthan300RMB.Thebehaviorhasgotmedia’sattentionandthecompanyhasgotvaluableadviceandsugg
8、estiontomakeimprovement.2.Hyping“thequalitygate”XiaomiSmartphonesinksinto“thequalitygate”afterappearingonthemarket20daysIthasarisen
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