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1、xxxx学院毕业论文第I页小米手机的市场营销策略分析姓名:xx学院:xxxx专业:电子商务班级:10.1指导教师:xxxxxx学院毕业论文第II页摘要近年来,随着智能手机的兴起,全球手机市场发展势态良好,与之而来的竞争也日趋激烈。调查显示,2014年一季度中国手机出货量达到1亿七千多台,而去年全年仅出货3亿多台,中国手机市场销量同比增长7.2%,截至目前,中国手机用户总数已达10.3718亿户。而在众多国产手机中,小米手机无疑最引人注目,它是小米公司研发的一系列高性能发烧级智能手机。最新款小米M3和红米note已发布,主要针对手机发烧友,采用线上销售模式,是世界上配置堪比
2、苹果的2000元内的智能手机,成为当今国内单款最热门的高端智能手机。本文首先对小米手机进行简要介绍,其次对其进行SWOT分析,最后进一步分析小米手机目前采用的市场营销策略,同时找出其在营销过程中存在的问题,并一一提出相应的解决办法,以期能使其继续保持发展势头,同时为其他国产手机的发展提供借鉴依据。关键词:SWOT分析;市场营销;价格策略;饥饿营销xxxx学院毕业论文第III页AbstractInrecentyears,withthedevelopmentofintelligentmobilephone,developmentoftheglobalmobilephonema
3、rketsituationisgood,andthecompetitionisfiercedaybyday.Survey,in2014onequarterofChinesemobilephoneshipmentsreachedAboutonetrillionandseventymillionTaiwan,andlastyearonlyshipped3million,salesChinamobilephonemarketgrew7.2%,uptonow,Chinesemobilephoneusershasreachedatotalof1037180000households
4、.Inmanydomesticmobilephone,mobilephoneisundoubtedlythemostattractsb.'sattention,itisaseriesofhighperformancehaveafeverclassintelligentmobilephonemilletcompanyresearchanddevelopment.ThelatestM3notehasreleasedmilletandrice,mainlyformobilephonefancier,usingtheonlinesalesmodel,theintelligentm
5、obilephoneis2000yuanoftheworldwithintheconfigurationasapple,becomethesinglemostpopulardomestichigh-endintelligentmobilephone.Thispaperfirstcarriesonthebriefintroductiontothemilletmobilephone,thentheSWOTanalysis,furtheranalysisonthemarketingstrategiesofmilletmobilephonethatusesatpresent,at
6、thesametime,findouttheproblemsinthemarketingprocess,andoneonecorrespondingsolutions,inordertoallowittocontinuetomaintainthemomentumofdevelopment,atthesametimeforthedevelopmentofotherdomesticmobilephoneprovidesthereference.Keywords:SWOTanalysis;marketing;pricestrategy;hungermarketingxxxx学院
7、毕业论文第IV页目录摘要...........................................................................................................................IIAbstract........................................................................................................................I