最新小米案例分析英文版MIUI分析解析教学讲义ppt课件.ppt

《最新小米案例分析英文版MIUI分析解析教学讲义ppt课件.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BackgroundBeijingXiaomiTechnologyCo.,Ltd.establishedinApril2010.ItisamobileInternetcompanyfocusedonself-developmentofhigh-endsmartphones.TheteamisformedbytopspecialistscomingfromGoogle,MicrosoftandJinshan.MainproductsThreebusiness手机MIUI米聊TargetmarketPeoplewhohas

2、habitsofshoppingonlineandgettinginformationfromthenetworkPrice-sensitivemiddle-incomegroupWebpromotionMarketingStrategySaleschannelsProductPositioningProductPositioningpositioningEnthusiasts’mobilephoneLowpriceXiaomi’sstrategicadvantage:themostaffordablehigh-endsmartphonesSalesc

3、hannelsOnlineSales: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。MarketingStrategyWordofmouthmarketingEventmarketingLei’seffectMicrobloggingmarketingCommunityandforumsWordofmouthmarketingXiaomiSmartphonehasattractedpeople’sattentionbyitsexcellentconfig

4、urationandlowpricebecausemoreandmoreuserscareabouttheperformance-to-priceratio.Inthemeantime,loyalusersofXiaomiSmartphonehaveincreasedandhaveleftgreatinfluenceonotherpeople.Itshighperformance-to-priceratioisfavoredbypeople,thiskindofmarketingmakesitsucceedandlaysbasisfortheonlin

5、esalesafterwards.TheeventmarketingSellingengineeringmachineLei’seffectHypingallkingsoftopics1.Canengineeringmachinebesold?SellingengineeringmachineisagreatinnovationofXiaomiSmartphone.Ithasdoneenoughpropagandaformobilehardwareadvantageinearlyperiod,andthecompanysellsengineeringm

6、achineatapricelowerthan300RMB.Thebehaviorhasgotmedia’sattentionandthecompanyhasgotvaluableadviceandsuggestiontomakeimprovement.2.Hyping“thequalitygate”XiaomiSmartphonesinksinto“thequalitygate”afterappearingonthemarket20daysIthasarisenproblemssuchasbuttonsareinflexibleandpaintpee

7、lsoff.Asthecompanyhaspromisedtomakequalityimprovementandshouldertheresponsibilityofaftersalesconstruction.Then“thequalitygate”hassubsided.Fortunately,theusersstillhaveconfidenceonXiaomiSmartphoneandithaswongoodreputation.3.DoesXiaomiSmartphonecomefromstealing?Recently,therumorso

8、fXiaomiSmartphonecomingfromstealingalwaysappear