小米公司的粉丝营销策略研究.docx

PAGE PAGE III 小米手机网络营销策略研究 摘要：在互联网大数据时代，一些企业因其现有的营销策略跟不上时代潮流的变化，无法满足消费者日益增长的需求而被挤出市场。不能支持企业的可持续发展。除了在市场思维下的互联网营销策略的制定带来了颠覆式的变化，首先要迅速掌握互联网企业在市场份额中的一些思考，圆规中的正交企业在失去机遇的情况下进进出出，迫切需要面对企业转型，探索其思维的奥秘和网络营销策略。在这种情况下，网络营销作为一种新的营销模式应运而生。通过对小米手机网络营销的研究，可以初步认识和认识网络营销理论，进一步加深对网络营销的认识，开辟新的营销途径，从面对现有的营销理论进行补充和完善。 关键词：小米公司；互联网；营销策略 Abstract：Under the background of the Internet big data era, some enterprises have been marginalized to some extent because their existing marketing strategies have been unable to keep up with the development trend of The Times, unable to meet the growing demands of consumers and insufficient to support the sustainable development of enterprises. In addition to the market under the thinking of the Internet marketing strategy formulation brings overturn type change, first to master some thinking of the Internet enterprise in the market share rapidly, the enterprises of the quadrature in the compasses in and off guard under the condition of the lost opportunities, are in urgent need of facing enterprise transformation, explore the mysteries of thinking and its Internet marketing strategy. In this case, network marketing as a new marketing model emerged. This paper, through the study of xiaomi mobile phone network marketing, can have a preliminary understanding and cognition of the network marketing theory, further deepen the understanding of the new marketing mode of network marketing, from the current marketing theory to supplement and improve. Key words: xiaomi; Internet; The marketing strategy  目 录 TOC \o 1-3 \h \z \u 第1章 绪论 5 第2章 网络营销相关概述 6 2.1网络营销概念 6 2.2网络营销在企业营销中的新认知 6 2.2.1用户思维 6 2.2.2大数据思维 7 第3章 小米手机网络营销现状分析 8 3.1小米手机简介 8 3.2小米手机基于“粉丝”的营销环境分析 8 3.2.1宏观环境分析 8 3.2.2微观环境分析 9 3.3小米手机营销组合策略 9 3.3.1产品策略 10 3.3.2价格策略 10 3.3.3渠道策略 10 3.3.4促销策略 11 第4章 小米手机网络营销存在的问题 11 4.1品牌宣传的渠道单一 11 4.2小米产品的自主产权不高 12 4.3实体销售的医乏和售后问题的凸显 12 4.4网络营销渠道单一 13 4.5饥饿促销问题 13 第5章 围绕“米粉”开展营销的相关策略 14 5.1通过事件营