小米手机网络营销策略分析

现如今，时代与社会都得到了比较好的发展，并正式进入信息化时代，从而促使智能手机也受到了更多消费者的青睐，最终在在很大程度上提高了智能手机的销售量，更好的促进了我们国家经济的旺盛发展。尽管出现了各种不同品牌的智能手机，然而，小米手机却一直都人们非常喜欢的。无论是根据其从营销手段来看，或者是按照其信息手段来看，小米的手机都具备一种与众不同的特点，所以它可以迅速在这个激烈的市场中崭露头角，并拥有众多粉丝群体。于是，笔者在这篇文章中重点针对小米手机刚诞生于世时所使用的营销宣传方式来加以认真阐述，以期能够在现实运营中提供一些灵感以及参考作用。

关键词：小米公司；互联网；营销策略

Abstract

Nowadays, the era and society have developed relatively well and formally entered the information age, which has promoted smart phones to be favored by more consumers, and ultimately increased the sales of smart phones to a large extent. Better promote the vigorous development of our country's economy. Despite the emergence of various brands of smart phones, Xiaomi phones have always been very popular. Whether based on its marketing methods or its information methods, Xiaomi's mobile phones have a distinctive feature, so it can quickly emerge in this fierce market and has a large number of fan groups. Therefore, in this article, the author focuses on the marketing and promotion methods used when the Xiaomi mobile phone was first born in the world, so as to provide some inspiration and reference in actual operation.

Key words: xiaomi; Internet; The marketing strategy

目  录

第一章 绪论1

第二章 网络营销相关理论2

2.1网络营销概念2

2.2网络营销理论介绍2

第三章 小米手机网络营销现状分析3

3.1小米手机简介3

3.2小米手机网络营销策略3

3.2.1产品策略3

3.2.2价格策略4

3.2.3渠道策略4

3.2.4促销策略4

第四章 小米手机网络营销存在的问题5

4.1小米产品的自主产权不高5

4.2实体销售的匮乏和售后问题的凸显5

4.3网络营销渠道单一5

4.4饥饿促销问题6

第五章 小米手机互联网营销策略建议6

5.1提高创新意识，掌握自主权6

5.2加强售后服务7

5.3拓展网络促销渠道7

5.3.1大数据+精准广告7

5.3.2社交+本地化广告7

5.4强化品牌形象，避免过度营销8

结语9

参考文献