英文文獻(xiàn)小米手機(jī)的發(fā)展看市場(chǎng)營(yíng)銷(xiāo)

1、The marketing of millet phoneChapter I The background of millet Technology Company The millet Company was formally established in April 2010, is an independent research and development to focus on high-end smart phone mobile Internet company. Millet phone, MIUI, m chat millet companys three core bus

2、inesses. Fever born millet product concept. Millet company pioneered the development of mobile phone operating system with the Internet model, 600,000 enthusiasts to participate in the development and improvement mode.Millet Technology (full name is millet technology limited liability company) set u

3、p by the former companies such as Google, Microsoft, Jinshan top players, is a focus on iphone, android, and a new generation of smart phone software development company hot mobile Internet business operations. Officially launched in April 2010, has to obtain the renowned Ambassador investors and ve

4、nture capital Morningside, the Qiming huge investment. The end of 2010, mobile phone real name Community meters chat launched within six months, registered users exceeded 300 million. In addition, millet company also introduced the CM-based custom mobile operating system MIUI Android dual-core mobil

5、e phone millet phone. M chat, miui, millet phone is the the millet technology of three core products.The millet logo is the shape of MI, is short for Mobile Internet, on behalf of millet is a mobile Internet company. Millet LOGO upside down is a heart word, the means of millet is to let millet user

6、save heart. Millet Pinyin is mi, First Mobile Internet, the millet to do mobile Internet company; Second Mission Impossible, the millet to complete the task can not be completed; course, Lei Jun millet and rifles to conquer the world with his millet team.Chapter II millet phone marketing strategy2.1

7、 millet mobile phone marketing objectivesAugust 16, 2011, when the millet Technology CEO Lei Jun appeared on the stage of the 798 Art District, Beijing Clubhouse, the presence of rice shouted Lei Busi name, this is no doubt that, in the minds of rice flour and look forward to forward Leijun Cheng as

8、 the next Steve Jobs, millet hope Apple phone. TechCrunch Disrupt conference held in Beijing on November 1, 2011, the millet Technology CEO Lei Jun said, the the millet technology goal is to become a world-class mobile Internet company and successfully broke into the top 500 list of the rich Apple i

9、Phone redefined the smart phone and other smart phone products in the past five years, could not keep up with the iPhone for the same reason I launched millet phone. 2.2 millet mobile product strategyProduct strategy companies develop business strategies, we must first clear what products and servic

10、es to meet the demands of consumers, that is to solve the problem of product strategy. Product strategy is a combination of the core of the marketing 4P, pricing strategy, distribution strategy and promotional strategy based. From the point of view of the socio-economic development, the exchange of

11、products is a necessary prerequisite for the social division of labor, corporate production and social needs of the reunification is achieved through the product, the relationship between the enterprise and the market mainly through the product or service to contact from internal purposes, is the ce

12、nter of the production activities. Therefore, the product strategy is the pillar and cornerstone of corporate marketing activities. In a certain sense, business success and the key to the development lies in the degree of product to meet consumer demand and product strategy is correct or not.2.2.1 m

13、illet mobile phone brand strategyAll production and business activities of enterprises around the product, through timely and effective manner to provide products that consumers need to achieve the development goals of the enterprise. Production? Whom to produce products? Production of how many prod

14、ucts? This proposition seems Economics is, in fact, is a corporate product strategy that must be answered. Modern concepts define the product, the product is for attention, acquisition, use, or consumption in order to meet certain desires and needs everything to the market (Philip Kotler). With the

15、rapid development of science and technology, social progress, increasingly personalized consumer demand characteristics. Case of convergence in the core functionality of the product, who can be faster, more, better meet the need for integration of the complex interests of consumers, who will be able

16、 toWith consumers, market share, and gain a competitive advantage. Famous American management expert Levitt once said: The new competition is not the products manufactured in the factory, and lies outside the factory packaging products with services, advertising, consulting, financing, delivery or c

17、ustomer that other things of value. 2.2.2 millet phone product packaging strategyMillet phone packaging strategy are as follows: similar packaging strategies. The millet phones a different type of mobile phone products, a similar pattern on the packaging, the approximate color and common characteris

18、tics. The strategy will enable consumers to deep impression formed millet mobile phone products, and also reduce the millet phone packaging into wood. Level packaging strategy. Millet phone in the foundation of the original product MI-ONE Plus in May 15, 2012, released a limited edition phones with

19、distinct age characteristics the millet phone youthful version, and according to the level of product quality to take different packaging, youth millet phone packaging boxes printed prominently on the youth word. Supporting packaging strategies. Millet phone different types and sizes but interrelate

20、d products in the same packaging. For example, millet mobile phones and necessary accessories built-in compact box then the box with the accessories in unified specification box shipments, which is typical supporting packaging. Bundled product packaging strategy. Of millet phone youthful version com

21、es in a box out of print as the main image of college life millet mascot meters rabbit youthful album, to attract consumers to buy.2.2.3 millet mobile phone market positioning strategyMillet phone product attributes targeted at mobile phone enthusiasts, the core selling high configuration and hardwa

22、re integration. The research and development of products with a fever mode of user participation, of course, it can also be understood as a speculation and pre-warm-up boo head, but it really is a brand new product. It is almost tempting to think that a large number of Linux distributions is also ba

23、sed on the Linux kernel development: official added community involvement, the core of this problem is the millet want to please the user through the mobile phone 2.0.Accurate market positioning and marketing targeting millet 9 Public Offering and repeatedly out of stock registered user special purc

24、hase quickly to gain greater market share, according to the official data of the millet technology, millet mobile phone is expected to be reached in the first half of 2012, 300 million in sales throughout the year is expected to achieve 500 million sales, future product operators to seize market opp

25、ortunities and customer base.2.3 millet prices strategyMillet science and technology co-founder of the Lei Jun wood itself is also a partner of a number of enterprises, including where customers, where customers have a good and complete logistics system, millet Where the customers logistics and ware

26、housing savings into the wood, but also for millet price strategy to provide a strong guarantee.The pricing strategy is a price to all buyers provisions, is a relatively modern concept. It forms the motivation is the large-scale retail development in the late 19th century. In history, in most cases,

27、 the price as a buyer to choose the main determinant of work; recent In years in buyers choose the behavior of non-price factors have relatively become important history. However, the price is still one of the most important factors to decide the companys market share and profitability.Enterprise pr

28、icing must be based on the price elasticity of demand, that is to understand the market demand response to price changes. Price changes on demand influence diagram, inelastic and elastic demand, a condition called inelastic demand; impact of price changes on demand is called demand elasticity. Dual-

29、core 1.5GHZ processor, 1GB of RAM, 4GB the fuselage of memory and the selling price of 1,999 yuan, a single from the price side millet phone already have the advantage over other major manufacturers, high cost is undoubtedly millet phone elasticity of demand tremendous impetus.2.3.1 the millet selec

30、t pricing methodPricing method, specific pricing objectives under the guidance of, based on research into wood, demand and competitive conditions, the use of the theory of pricing decisions on product price calculated. Millet competition oriented pricing: millet technology production conditions, ser

31、vice conditions and price levels and other factors through research competitors in the highly competitive smartphone market, based on their competitive strength, reference into the wood, and the supply and demand situation to determine commodity prices. This pricing method is commonly referred to co

32、mpetition oriented pricing. Competition oriented pricing include: follow the market pricing. Monopolistic competition and perfect competition market structure conditions, any company can not on its own strength in the market to obtain an absolute advantage. Millet out of the rapidly developing marke

33、t considerations, did not take follow the market pricing, but directly hit the bottom line price brand, the product price is set at a low price of similar products of other manufacturers can not match the short term.Differential pricing method. The millet technology in different marketing efforts, s

34、o the same kind of homogeneity differentiated products to establish a different image in the minds of consumers, and thus, according to its own characteristics, select a price below competitors as the price of millet phone. Millet taken this product differential pricing is also a kind of aggressive

35、pricing.The mantissa pricing. Millet phone uses the price of 1999 yuan, obviously, this is an application of the median pricing. This is a psychological pricing strategy, the current pricing strategy has been businesses a wide range of applications from abroad Carrefour, Wal-Mart to the Hualian, lar

36、ge department stores, from household items to home appliances, cars have adopted the mantissa pricing strategy . Price of 1999 yuan and 2000 yuan a difference of only $ 1, but in customer psychologically that the low price, cheap, morePlus easy to accept.2.4 millet phone promotion strategyMillet pho

37、ne product promotion party, pre-warm-up time long enough to obtain a sufficiently high degree of concern, which is based on the typical Apple marketing routine, also based on Lei Jun halo effect in the industry. Since August 16, 2011, millet phone can be described as the Internet outsize. The millet

38、 phone news, evaluation and disassemble such reports Shop big cover ground. Yet listed phone, engineering machine spike had quite a sensation, the millet exactly what marketing strategy, so that the audiences gaze turned from Apple millet?The high-profile releases. August 16, 2011, the founder of mi

39、llet phone - Lei Jun appeal by virtue of its reputation, claiming to be a big fan of Steve Jobs, in Beijing, China convened a the millet phone conference resembles Apples. So published the domestic mobile phone enterprises, millet phone first. Undeniable, millet mobile phone use of a high-profile pu

40、blicity conference made the attention of the public media and mobile phone enthusiasts, and for a time became the object of attention of the industry and the majority of users, millet phone, which also do free marketing ads.Engineering machine to begin with it is the first case. The official version

41、 of millet phone has not been released, but the first pre-engineering commemorative edition. August 29, 2011, the 31st time, millet phone engineering machine uses large 200 sales to spike in the form of engineering the machine phone than the official version of the 300 yuan discount. This message is

42、 one on how to buy millet phone news spread rapidly on the network. , Millet technology engineering machine spike eligibility restrictions, registered users reached more than 100 points to qualify to participate in the spike activity required to August 16, 2011 before the millet Forum, this rule is

43、undoubtedly held view of millet phoneHope the attitude of consumers excluded. The millet technology only to sell products to enthusiasts before had been concerned about the millet phone, customers precision rate is very high, and people kind of want to buy can not buy the mood. Millet phone this rul

44、e, so that more people of millet phone full of curiosity, more and more people want to buy, which makes the attention of millet phone on the rise again. Engineering machine first released, millet phone accurately obtain user feedback before the official release, fixes and improvements for engineerin

45、g machine problem before the official release, and effectively improve the user experience in the use of the official version of the user satisfaction.Unofficial news people guessing. The millet phone engineering machine spike come to an end, there is no access to the activities involved in the qual

46、ification rice noodles are ill-prepared to look forward to the scheduled September 5, 2011. The previous network, the news, the official version of millet phone a predetermined limited edition of 10,000 units, not eligible for limitations. Then, there are rumors that need millet Forum has 500 points

47、 the rice noodles qualify scheduled as of September 5, 2011. Hope to buy millet phone consumers have to participate in the the millet Forum among the concern about the rapid rise of millet Forum and millet phone.Chapter millet phone marketing strategy and Solutions3.1 marketing channel limitations a

48、nd problems broughtPhone as a cost-effective, millet phone early in the sales, e-commerce channels online sales. Comprehensive view, the online mode has obvious advantages: online sales can easily reduce into wood to ensure low pricing; online sales to better control inventory, and production of mob

49、ile phones into wood is relatively high. Millet as two years, the company has just been established, the funds are insufficient to lay too much line channels, more insufficient inventory control; online sales can easily do social marketing, the the millet main marketing platform is microblogging; on

50、line sales conducive to understanding customer demand and so the number of custom control; online sales can make it easier to do hunger marketing, millet Public Offering in the first few hunger marketing is there, but the real cause is millet wood to supply not so much goods, Lei Junli with little g

51、rasp of the characteristics of human nature, just yielded to hunger marketing; online sales can make it easier to understand the users and make improvements. Millet with China Unicom and China Telecom formed a strategic partnership to release Unicom and Telecom custom machine, millet no longer use a

52、 single official website direct sales channels, to start adding channels telecom operators (China Unicom and China Telecom).References1 Chuan Eling. The Global 4G mobile communications market trends U Business Research: Theory .2011 (12); 1314.2 Philip Kele Te marketing management! Beijing: China Re

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57、DERN ANIMAL HUSBANER小米手機(jī)的市場(chǎng)營(yíng)銷(xiāo)第一章、小米科技公司簡(jiǎn)介 小米公司正式成立于2010年4月，是一家專(zhuān)注于高端智能手機(jī)自主研發(fā)的移動(dòng)互聯(lián)網(wǎng)公司。小米手機(jī)、MIUI、米聊是小米公司旗下三大核心業(yè)務(wù)?！盀榘l(fā)燒而生”是小米的產(chǎn)品理念。小米公司首創(chuàng)了用互聯(lián)網(wǎng)模式開(kāi)發(fā)手機(jī)操作系統(tǒng)、60萬(wàn)發(fā)燒友參與開(kāi)發(fā)改進(jìn)的模式。 小米科技(全稱(chēng)北京小米科技有限責(zé)任公司)由前Google、微軟、金山等公司的頂尖高手組建，是一家專(zhuān)注于iphone,android等新一代智能手機(jī)軟件開(kāi)發(fā)與熱點(diǎn)移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)運(yùn)營(yíng)的公司。2010年4月正式啟動(dòng)，已經(jīng)獲得知名大使投資人及風(fēng)險(xiǎn)投資Morningside、啟明

58、的巨額投資。2010年底推出手機(jī)實(shí)名社區(qū)米聊，在推出半年內(nèi)注冊(cè)用戶(hù)就突破300萬(wàn)。此外，小米公司還推出基于CM定制的手機(jī)操作系統(tǒng)MIUI , Android雙核手機(jī)小米手機(jī)等。米聊、MIUI、小米手機(jī)是小米科技的三大核心產(chǎn)品。 小米的LOGO是一個(gè)“MI”形，是Mobile Internet的縮寫(xiě)，代表小米是一家移動(dòng)互聯(lián)網(wǎng)公司。另外，小米的LOGO倒過(guò)來(lái)是一個(gè)心字，少一個(gè)點(diǎn)，意味著小米要讓小米的用戶(hù)省一點(diǎn)心。 小米拼音是mi,首先是Mobile Internet，小米要做移動(dòng)互聯(lián)網(wǎng)公司;其次是Mission Impossible ,小米要完成不能完成的任務(wù);當(dāng)然，雷軍跟他的小米團(tuán)隊(duì)希望用小米和

59、步槍來(lái)征服世界。第二章、小米手機(jī)的營(yíng)銷(xiāo)策略2.1小米手機(jī)的營(yíng)銷(xiāo)目標(biāo)2011年8月16日，當(dāng)小米科技CEO雷軍出現(xiàn)在798藝術(shù)區(qū)北京會(huì)所的舞臺(tái)上時(shí)，在場(chǎng)的米粉喊出了“雷布斯”的名號(hào)，這無(wú)疑說(shuō)明，在米粉的心目中，期待著雷軍成為下一個(gè)喬布斯，更是希望小米成為“中國(guó)的蘋(píng)果手機(jī)”。 2011年11月1日，在北京舉行的TechCrunch Disrupt大會(huì)上，小米科技首席執(zhí)行官雷軍表示，小米科技的目標(biāo)是成為“世界級(jí)”的移動(dòng)互聯(lián)網(wǎng)公司并成功打入則富500強(qiáng)榜單“蘋(píng)果iPhone手機(jī)重新定義了智能手機(jī)，在過(guò)去5年間，其他智能手機(jī)產(chǎn)品沒(méi)能緊跟iPhone的發(fā)展。出于同一原因，我推出小米手機(jī)?！?2.2小米手機(jī)的