小米公司的成功营销策略分析_英语论文

A Study of Marketing Strategies of MI

摘要

小米公司作为一个只有五年多发展历程的年轻互联网公司，在2013年7月的估值中达到了惊人的100亿美元，成为国内第四个达到百亿美元估值的互联网公司，迅速跻身国内互联网公司前列。而作为其核心产品的小米手机，在面临苹果、三星等国外品牌以及华为、魅族等国内品牌的联合冲击下，仍然勇夺2015年度国内市场智能手机销量第一。这背后，必然与其强大而高效的营销模式密不可分。本文基于营销策略的内涵展开论述，探讨小米公司成功的营销策略，并提出相应的建议促进小米的发展。

关键词：小米; 小米手机; 营销策略; 发烧友; 饥饿营销 

Abstract

With the development of mere five years, MI, a young Internet company, has already been a leader in domestic market. Its value of assessment reached 10 billion dollars in 2013, and has become the fourth to run up to ten billion dollars of valuation in Internet industry in China. Furthermore, as the core product of MI, MI Phone was the best-selling in China’s smartphone market in 2014, regardless of the combined competition from APPLE, SAMSUNG and other local brands like Hua Wei and Meizu. There is no doubt that the result has a close relation with MI`s powerful and effective marketing strategies. The thesis is focused on analyzing marketing strategies of MI and then gives corresponding suggestions for MI.

Key words: MI, MI Phone, Marketing Strategy, Fans, Hunger Marketing 

Contents  

Introduction 1

1. Some Concepts of Marketing 2

2. General Situation of MI 3

2.1 The Team of MI 3

2.2 Main Products of MI 3

3. Main Opponents of MI 4

3.1 Apple 4

3.2 Hua Wei 5

3.3 LETV 6

4. Analysis of Marketing Strategies of MI 6

4.1 Product 7

4.1.1 Accurate Marketing Position 7

4.1.2 User Participation 7

4.1.3 A High-grade Configuration and Hardware Facility 8

4.2 Price 8

4.3 Place 8

4.3.1 Selling on the Official Website 8

4.3.2 Selling on Other Shopping Websites 9

4.4 Promotion 9

4.4.1 New Social Media Marketing 9

4.4.2 Hype Topic and Event Marketing 9

4.4.3 Word-of-Mouth Marketing 10

4.4.4 Hunger Marketing 10

5. Advantages and Disadvantages of MI 11

5.1 Accurate Market Positioning 11

5.2 New Marketing Strategies 11

5.3 A Strong Innovation Ability 11

5.4 Quality of MI Products and Service Problems 11

5.5 Limited Marketing Channels 12

5.6 Reduction of High Cost Advantages 12

5.7 Malpractice of Hunger Marketing 12

6. Suggestions for the Future of MI 12

6.1 Broadening Sales Channels 13

6.2 Improving Product Quality and After-sales Service 13

6.3 Moderating the Hunger Marketing 13

6.4 Strengthening Advertising and Publicizing 14

6.5 Enhancing the Innovation Ability 14

Conclusion 14

References 16