PAGE \* MERGEFORMATII广东东软学院本科生毕业设计（论文）小米手机营销战略研究 Research on Xiaomi's mobile marketing strategyPAGE \* MERGEFORMATII广东东软学院本科生毕业设计（论文）内容摘要从现在时代的潮流方面来看，老旧的销售方式已经逐渐被淘汰。网络的营销模式似乎更加顺应时代的节奏，就好比小米的经典案例“饥饿营销”现在已经不能适应市场。信息化的时代，让人们不用出门就能了解时事新闻，出门带来无限的便利。所以我想借助小米手机公司成功的案例给其他企业的发展提供想法：只有顺应这个时代的发展，才不会被这个时代所抛弃和淘汰。本文的研究对象采用了有著名销售案例的小米公司，分析它在国内外手机营销的现状与发展，引用小米手机饥饿营销经典的案例作为依据，进行利用波特五力模型、4P 营销组合分析小米手机营销所处的环境、利用 SWOT 分析法探索小米手机营销战略的内部环境与外部环境，了解小米手机营销战略在国内市场上的竞争优势和潜在风险，以及如何扩大优势弥补弱势抓住机会减少威胁，最后得出营销策略未来发展战略的结论，提出小米公司营销策略存在的问题以及提出相应意见。关键词：小米手机营销；市场；战略；未来发展PAGE \* MERGEFORMATII广东东软学院本科生毕业设计（论文）AbstractFrom the current trend of the times, the old way of sales has been gradually eliminated. The network marketing mode seems to be more in line with the pace of the times, just like Xiaomi's classic case "hungry marketing" has not been able to adapt to the market. In the information age, people can understand current affairs and news without going out, which brings infinite convenience. So I want to use the successful case of Xiaomi mobile phone company to provide ideas for the development of other enterprises: only by conforming to the development of this era, can we not be abandoned and eliminated by this era.The research object of this paper is Xiaomi company, which has a famous sales case. It analyzes the current situation and development of its mobile marketing at home and abroad. Based on th...
