中国智能手机业务的营销战略分析---以小米公司为例ChinaSmart-phoneBusinessMarketingStrategyAnalyze——TakeXiaoMicompanyasexample中文摘要....................................................................................................................................1Abstract.......................................................................................................................................3第一章绪论..............................................................................................................................51.1研究背景.................................................................................................................51.2研究目的与意义.....................................................................................................61.3研究方法.................................................................................................................61.3.1文献阅读......................................................................................................61.3.2数据查询......................................................................................................61.3.3理论分析......................................................................................................71.4研究内容和思路.....................................................................................................7第二章企业竞争力与营销战略：研究工具..........................................................................82.1PEST分析法...........................................................................................................82.2SWOT分析法.........................................................................................................92.3波特五力分析模型.................................................................................................92.4STP战略................................................................................................................112.5营销战略...............................................................................................................112.6营销审计分析法...................................................................................................12第三章中国智能手机市场的总体分析................................................................................133.1智能手机出货量下降...........................................................................................133.2销售渠道多元化...................................................................................................143.3国内手机市场竞争激烈.......................................................................................153.4移动通讯技术/设备的不断发展..........................................................................163.5性能/外观设计上的创新趋势..............................................................................163.6本土供应商能力提升，厂商供应链整合能力增强................................................183.7软硬件一体的智能生态系统建立.......................................................................183.8线下体验线上购买模式.......................................................................................203.9中国智能手机市场营销策略存在问题...............................................................203.9.1产品结构不合理..............
