小米手机公司营销策略研究+文献综述
毕业论文关键词： 小米公司；网络创新；饥饿营销
The research of online video marketing model
Abstract: In network information era of rapid development, now has produced many network innovation type business marketing model, hunger marketing model is one of them. Internationally, the company is one of the best companies in the hunger marketing mode, and in the domestic, for its millet company. In other companies use hunger marketing model is not mature and unsuccessful cases, millet company, has obtained the technical lead, and got the market good response. Hunger marketing model for most of the people are really strange, attention to the mode of enterprises on the market is not a lot, and good to use this mode of enterprises are much rarer. Millet company through the integration of market resources, give full play to the market advantage, on the premise of correct use of hunger marketing model, was a great success. The research purpose of this paper is a case study of marketing strategy by millet company, explore its existing problems, and analysis the advantages and disadvantages of hunger marketing model, the successful application of this model and the conditions, methods, and to pay attention to the problem. Hope that through our analysis and research, finally can provide some reference for other enterprises.
Keywords: Xiaomi Company; Network Innovation；Hunger marketing
目录
引言1
一、 绪论2
（一） 研究背景及问题提出2
1、 课题的研究背景2
2、 课题研究的问题2
（二） 研究目的和意义2
二、 小米公司和小米手机介绍3
（一） 小米公司介绍3
（二） 小米手机介绍4
三、 小米公司的发展历程和现状4
（一） 发展历程4
1、 公司成立4
2、 名称由来4
（二） 发展现状4
1、 旗下产品4
2、 发展模式4
3、 2013年战略路线调整5
四、 小米公司竞争环境分析6
（一）宏观环境分析6
（二）小米公司微观波特五力模型分析6
1、潜在的进入者7
2、同行业的竞争8
3、替代品的威胁8
4、购买者的讨价还价能力8
5、供应商的讨价还价能力9
五、 小米公司营销策略分析10
（一） 小米公司常规营销策略分析10
1、 产品策略10
2、 定价策略10
3、 促销推广策略11
4、 渠道策略11
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