小米手機(jī)“饑餓營(yíng)銷(xiāo)”策略研究

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摘 要
隨著科技和社會(huì)的進(jìn)步與發(fā)展，智能手機(jī)已經(jīng)進(jìn)入千家萬(wàn)戶(hù)。而智能手機(jī)的品牌也是琳瑯滿目，品種繁多。但總體地來(lái)說(shuō)，配置高端的智能手機(jī)價(jià)格昂貴，價(jià)格低廉的配置又較低，人們渴望擁有一部既便宜又配置高端的智能手機(jī)。在這種情況下，小米手機(jī)應(yīng)運(yùn)而生，憑借其獨(dú)特的商業(yè)模式，成功地運(yùn)用“饑餓營(yíng)銷(xiāo)”策略，一躍成為國(guó)產(chǎn)智能手機(jī)中的佼佼者，并逐步邁向國(guó)際市場(chǎng)。然而，隨著小米的不斷發(fā)展，“饑餓營(yíng)銷(xiāo)”策略也逐漸暴露出了不少問(wèn)題。本文通過(guò)對(duì)小米手機(jī)“饑餓營(yíng)銷(xiāo)”策略的分析，挖掘存在的問(wèn)題，并提出改進(jìn)對(duì)策。通過(guò)研究，探討作為國(guó)內(nèi)暢銷(xiāo)手機(jī)品牌，在激烈的行業(yè)競(jìng)爭(zhēng)中，小米手機(jī)應(yīng)如何改善其營(yíng)銷(xiāo)策略，以尋求更好的發(fā)展前景。

關(guān)鍵詞 饑餓營(yíng)銷(xiāo);營(yíng)銷(xiāo)策略;小米手機(jī)

Study on the “Hunger Marketing” Strategy of Xiaomi Mobile Phone
Abstract
With the development and the progress of technology and society, the smart phone has entered innumerable families. But there are a lot of bands of smart phone. However overall, the high- configuration is expensive, and the cheap is low-configuration, while people eager to have a cheap and high-end mobile phones. In this case, the Xiaomi mobile phone arises at the historic moment, and both its unique business model and its successful use of "hunger marketing" strategy make it become the best-selling domestic smart phone. However, with the continuous development of Xiaomi, "hunger marketing" strategy gradually exposed some problems. In this article, we will analysis Xiaomi, the best-selling domestic mobile phone, in the fierce industry competition, how to improve its marketing strategy to seek better development prospects by analyzing the "hunger marketing" strategy which used by the Xiaomi mobile phone, find the problems existing in the marketing strategy, and discusses the future development countermeasure.
Key Words hunger marketing; marketing strategies; Xiaomi mobile phone


目 錄
引 言 1
第一章 小米手機(jī)“饑餓營(yíng)銷(xiāo)”策略實(shí)施的背景 2
1.1小米公司和小米手機(jī)簡(jiǎn)介 2
1.1.1小米公司簡(jiǎn)介 2
1.1.2小米手機(jī)簡(jiǎn)介 2
1.2“饑餓營(yíng)銷(xiāo)”的內(nèi)涵 2
1.3小米手機(jī)實(shí)施“饑餓營(yíng)銷(xiāo)”策略的動(dòng)因 3
1.3.1自身產(chǎn)能不足 3
1.3.2“饑餓營(yíng)銷(xiāo)”策略能帶來(lái)較大收益 3
1.4小米手機(jī)“饑餓營(yíng)銷(xiāo)”策略的實(shí)施條件 4
1.4.1小米手機(jī)商業(yè)模式新穎 4
1.4.2消費(fèi)者的消費(fèi)心理不成熟 4
1.4.3電子商務(wù)發(fā)展迅猛 5
第二章 小米手機(jī)“饑餓營(yíng)銷(xiāo)”策略剖析 6
2.1小米手機(jī)“饑餓營(yíng)銷(xiāo)”策略的實(shí)施過(guò)程 6
2.1.1引起關(guān)注 6
2.1.2建立需求 6
2.1.3建立期望值 7
2.2小米手機(jī)“饑餓營(yíng)銷(xiāo)”策略的成效 7
2.2.1增加經(jīng)濟(jì)效益 7
2.2.2提升公司形象 8
2.3小米手機(jī)實(shí)施“饑餓營(yíng)銷(xiāo)”策略中存在的問(wèn)題 8
2.3.1打擊客戶(hù)購(gòu)買(mǎi)積極性 8
2.3.2排斥潛在顧客 9
2.3.3引起同行的攻擊 9
第三章 小米手機(jī)營(yíng)銷(xiāo)策略的改進(jìn) 11
3.1進(jìn)行市場(chǎng)細(xì)分 11
3.2 開(kāi)展針對(duì)性特權(quán)營(yíng)銷(xiāo) 11
3.3 適當(dāng)減輕“饑餓營(yíng)銷(xiāo)”力度 12
3.3.1拓展代工廠商渠道 12
3.3.2充分發(fā)揮小米之家的職能作用 12
3.4 加強(qiáng)售后服務(wù) 13
3.5增強(qiáng)消費(fèi)者品牌自豪感 14
結(jié) 論 15
致 謝 16
參考文獻(xiàn) 17