Domestic Marketing Strategy Analysis of MIUI Mob.doc

Undergraduate ThesisTitle of Thesis: Marketing Strategy Analysis of MIUI Mobile Phone Student Name: Deng Yu Programme: Business Management Student ID: 2194008083 Supervisor: FuYan Proposed Grade: Final Grade: Oral Defence Date: Marketing Strategy Analysis of MIUI Mobile PhoneAbstractIn recent years, Chinas mobile communication industry has developed rapidly, the mobile phone has gotten gradually popularity. By the end of August, China mobile phone users totaled 927.26 million set-top and China has become the worlds largest mobile phone market. Facing the fierce competition in the huge and capacity mobile phone market environment, MIUI mobile phones which was set as a domestic handset brand has the influence of new force. But the competitions at home and abroad are serious and compared with large phone companies MIUI company has to learn more.Very big disparity still exists in the phone industry. This paper regards MIUI mobile phone marketing strategy as the research object.The analysis of marketing strategy of MIUI mobile phone includes brand strategy, channel strategy, product strategy, price and marketing strategy basic analysis, hence the paper summarizes the current main existing problems and the advantages in the marketing strategy of MIUI mobile phones.In the last this paper will give some advice and suggestions to MIUI mobile phones based on the analysis above.【Key words】: Communication industry, MIUI, Creative thinking, Marketing strategy摘要近年来，我国移动通讯业发展迅速，手机已渐渐普及。截至2011年8月底，中国手机用户总数已达9.2726亿户，中国成为全球最大的手机市场。面对容量巨大且竞争激烈的手机市场环境，小米手机作为国产手机的一个品牌，异军突起。但小米公司和国内外的手机产业相比也还存在着很大差距。本文以小米手机营销策略为研究对象，通过对小米手机现行的营销策略、品牌策略、渠道策略、产品策略、价格和促销策略的基本分析，归纳了小米手机现行营销策略存在的主要问题和已具备的优势，最后在前文的基础上，提炼出小米手机营销的启示。【关键词】: 通讯业 小米 创新思维 市场策略ContentAbstract1Chapter 1 Introduction1 1.1 Background1 1.2 Current smart phone sales status in our country2 1.3 MIUIs plight2Chapter2 Literature Review2Chapter 3 The overview of MIUI5 3.1 MIUI mobile phone features6 3.2 Impact CDMA market6Chapter 4 MIUI mobile phone marketing strategy analysis7 4.1 The early marketing strategy.7 4.2 Main marketing strategy (4 P strategy)7 4.2.1 Product strategy:7 4.2.2 Price strategy:8 4.2.3 Promotion strategies:8 4.5. The event marketing9 4.6. The Po marketing9Chapter 5 Conclusion10Chapter 6 Suggestions11 6.1 Development Suggestions:11 6.2 Production Suggestions:11Chapter 1 Introduction1.1 BackgroundIf you care about the latest mobile phone market dynamic, so you must know recently on the mobile phone market dark horse-MIUI mobile phones. M1 mobile phone is a high-performance class smart phone. MIUI released in August 2011 which pricing at 1999 Yuan, mainly for mobile phone enthusiasts, It uses the online sales mode and is the worlds first dual-core 1.5 GHz smart phone. Mobile phone production by Nevada generation of labor, the mobile phone operating system USES millet independent research and development of the MIUI operating system. MIUI company founder, in talking about why do MIUI mobile phones, Lei Jun said that as the current development trend, the future of market in China is mobile Internet world. Smart phones and applications bear most users demand, although they spent a lot of money to buy mobile phones during the past many years. From Nokia, MOTOROLA, Samsung, to the iPhone right now, but in the using process there are many problems such as bad signal, broken broad daylight, etc unsatisfactory places. As senior mobile phone enthusiasts, they know only the height of the hardware and that software can make a good effect with, just have to enhance the ability of the mobile Internet user experience. Based on the ideas and ideals, we have a passion for a business partner of a dream, facilitates the driving force of the mobile phone do millet. In this paper, I will focus on the analysis of the marketing strategy of MIUI intelligent telephone and put forward some suggestions.China mobile phone industry rely on rapid development of the market, continue to maintain a rapid growth momentum of development. Mobile phone operators are also strongly committed to innovation in the mobile phone, pursue a more special kind to take advantage of competition in the market .At this time smart phone will follow the trend of the times and come out. HTC with Google Android and Iphone with IOS System suddenly swept the globe. They favorably challenge Nokias market top share in the Chinese market.The era of progress in the development of society has come. In order not to lag behind so long we have to do innovation, we must keep up with the pace of the times. Domestic mobile phone has made a breakthrough in mass, but the system, quality, marketing; publicity must keep up with foreign brands. The advantage of market share is very weak. Domestic Meizu comply with a times to appear in front of the consumer, which let all of the domestic mobile phone operators have a reference example. Then today, Beijing MIUI technology companies bring a more impact phone which is called MIUI phone.1.2 Current smart phone sales status in our countryFor the old mobile phone companies, such as Nokia, Motorola, Samsung, LG, original sale channel still plays an important role, we can buy their products in all kinds of mobile phone stores or shops. At the same time these old brand manufacturer also began to actively expand sales channels, such as the establishment of their own website, direct marketing, and cooperation sales with Xin Dan, Jing Dong Mall. The products of these enterprises get higher degree of recognition, and have coverage of the different consumption level, occupy half of the smart mobile phone sales.For the mainland new mobile phone enterprises, mainly three, Apple, Blackberry and HTC.The majority Apple and Blackberrys products are smuggled goods, they are sold in some famous smuggled goods markets such as Zhujiang Road and Zhongguancun. HTC has almost been a byword of Android Smart phone to get good sales. After these three enterprises entering the mainland market, Blackberry choose to cooperate with the operators to develop high-end commerce users. HTC and Apple select to set up shops and Authorized stores in China to sell bare phones, the sales groups are also high-end consumer groups. HTC and Apple have a large number of supporters.In addition, bundle with operators is also an important way of sales of smart phones. China Unicom depend on WCDMA standard, it has iPhone sole agent rights in China so far, which bring a large number of high-end customers. And China Telecom catches Android this straw, on the one hand cooperate with foreign manufacturers to sell large quantities of high-end C-net phone, on the other hand cooperate with domestic first-line mobile phone manufactures such as ZTE, Huawei to launch smart phones which are almost 1000 yuan. China Telecom occupy parts of the low-end smart phone market.1.3 MIUIs plightIn the smart phone sales situation which has talked above, we can see that although the smart mobile phone will rise for not a long time , the market can be said to be bloody, competition is unusually intense. MIUI is a newcomer to the manufactures, how to attract attention , how to do the difference with other domestic enterprises, how to seize one of the few market shares and having no bargaining power to reduce costs are problems that MIUI should face. Chapter 2 Literature Review 2.1 The sales results of MIUIOn August 16, Lei Jun in MIUI phone product conference opened the prelude of marketing. Lei jun to mobile phone with high performance and millet is described, and low prices immediately trigger in various media interest, but also attracted the attention of many consumer. Through baidu index we see millet in mobile phone attention on August 16, from the beginning of thousands of up to 20 more than, in the August 17 through various media reports on its, baidu index has risen to 360000 attention. So the best network marketing is the most important premise is to have a good products and good pricing.2.2 Hunger Marketing StrategyMIUI will information half block half the dew, let consumers that the more difficult to get the more precious is. In selling machine engineering unit, not qualified to participate in activities of the rice to suppress the stops waiting for 5 September reservation. And regulation 5 September 500 points to the rice noodles are eligible reservation. People would believe its to have the credible without, millet BBS brush m people in all fell out over the day. MIUI marketing strategy of mobile phone also very like apple pr, the news always covered half half, let the media to follow run, let the rice noodles follow after, and then in the next release a new eye-catching products. 2.3 Adhere to its own wayRelatively speaking, whether Samsung or HTC are the industry s bigwigs , we need to spend a long time to learn .But from a different angle , MIUI technology model is not the same with the bigwigs, MIUI is the Internet company that focus on doing the phone. At this point, I think we can one hundred percent that regard Samsung and HTC as competitors. I used to repeat a word, Im really not very concerned about MIUI phone sales, what I am most concerned about is our satisfaction of each user.This is the cornerstone of MIUI company grow up step by step. On the concept, the Internet is very large flow, big flow is beautiful. In this climate, the MIUI technology is growing up in the past half year start-up time, we adhere to good customer service. On the TD mobile phone version of MIUI, MIUI is still a small company, which cannot compare with phone giant, at this stage the main focus is to do existing things, may be planning not so long-term objectives.Ray now is basically in accordance in selling PCs thought in selling MIUI mobile phone with the year of 98 and 99, when we bought the PC we should concern about the hardware configuration, including CPU, memory, graphics card, hard drives, monitors, etc., the smart phone market is almost the same, history is repeating itself , I think that is the law of history .Then, sales problem is the key data for MIUI to be successful or not. Many of my friends ask me and my idea is about in the current market environment and for the share of the smart-phone case, from October 2011 to 2012 in October if MIUI first phone can sell 2 million units , I think that is fundamental to pass line . Now there are several single model phone that declare to be sold more than a million sales like Huawei C8500, Samsung Galaxy S II and MOTO Driod, but C8500 is relying on China Telecom and Galaxy S II is global order of over 1 million, so they are not really sold to the users, so I think the single models can be sold to the users reaches 2 million is a great achievement. Of course, Iphone break sales of million in 3 days is still fresh in our memories, but it was the time that Jobs was still CEO and they were sold all around the world. Lets go back to our MIUI phone, if the mobile phone can be 2 million in 1 year, even if there is only 200 yuan profit, that is 400 million profit, this business is absolutely successful.2.4 Lei Jun Speaking“MIUI wont learn from NOKIA, TianYu and other traditional mobile phone manufacturers:After all, Ray has announced that the sales of the price 1999 yuan channels and agents to squeeze profits, saving the store promotion salary, get rid of all advertising after consumers get the absolute value , so the above do not exist, and MIUI will not learn from the sales channels from NOKIA.”“The MIUI should not learn from Apple: In fact, Apple plays operators in a crazy way,and it combine the global Apple Stores with many different kinds of advertisements on the TV shows to let the users know iphone is the best cell, is what you really need. MIUI is a kind of model, but after all what PR into sales is the key.The Meizu Huang Zhang learns the second way that is to do the stores,but unfortunately, I have been at least ten of their stores.In a word, a deserted house, and NOKIA stores are almost the same. Ask what? Because Apple store is a place of worship, and is not a iPhone as the only to attract users, from iPad, to the great attention to MAC ,Mac Book Air and so on, and then there is a genius range of accessories, as if to enter high society, the feelings of staff service and atmosphere.Huawei and ZTE firm take the first path , but not to play dead operators attractiveness, but operators also can control them , they should absolutely rely on Telecom and China Unicom , because they do not know how to live and how to sell mobile phones if they do not rely on Telecom and China Unicom.”“MIUI should not learn from Googles one:Nexus One is a mobile phone sales failure case and the accepted reason is that Google launched a particularly prominent products, also wants to try to not work work with operators to sell phones in it own website, the result is the parallel carriers are not ready to sell, and Googles service ability can not catch up with, which leads to failure. I think there are three points which require special attention :A: Official Website exclusive sales, Google is the search engine company, Android is the mobile phone operating system, how to look at its official website is not a business channel, if you replaced the Amazon exclusive sales, the effect would be completely different.B: Customer service capabilities, overwhelming the pre-sale consulting and customer service repair problems put out Googles own sales Hardware ambitions, so Google bought MOTO, let MOTO customer service staff to solve the problems.C: The key is that the user did not see the real phones but have buying behavior, this must have much confidence, I can responsibly say, only iPhone can have this appeal and to confuse people. If I sell MIUI, I would like sell in this way: Lets go back time from 1997 to 2004, because at that time PC and laptop were the hottest, at that time how to sell PC ? Which enterprises should we learn, the memories are back, we should not learn from IBM, Lenovo, HP but DELL.Thats right, DELL is ancestor of direct sales and MIUI is ready for the direct sales, then we could learn some experience from DELL. MIUI should prepare a strong pre-sales and customer service team. The powerful call center DELL is one of core of success.The Internet marketing of MIUI and DELL is different, I need to emphasize the following points: A: Please put the pre-sale for online, the user pre-sale is mainly to know the benefits of MIUI, after writing down the benefits, they need to guide the users who has bought the phone MIUI upload real feeling and commentary, that is, let the real MIUI mobile phone users do MIUI mobile phone pre-sales engineer, the MIUI BBS has the base, can be perfect day by day. Combined with the characteristics of SNS, use the the Miliao or Weibo to establish relationship between the people into the website to do sales lead? New users hear old users or even a friend introduced the introduction, will do as stated above didnt see the real machine will form the purchase behavior .B: Please put the MIUI mobile phone website become mall, this is not to say that MIUI should sell books or cosmetics, just sell MIUI mobile phone. But the key is to enrich the parts to mall of the filler, MIUI mobile phone will be rich of accessories enough to build the early condition like VCOTTON or VANCL , allowing the user search the official website is not just to buy a mobile phone, also can see around, can also put some commodities forwarding to friends.I think the MIUI official website should not be used as the only sales channel , or should let Jingdong Mall, Dangdang and other electricity providers boss in , even if do not do channels but do the show channels. At least open an official store in Taobao Mall. The reason is this , I could say an example that I met two aunts in the subway, an aunt has succeeded in persuading the other to change mobile phone prefer MIUI phone , but when she asked where to buy this phone, it was stuck.They said that they can search it on Taobao website, it is said that someone claimed to be able to sell it, but they do not know it is fake or not, and they could not find a search about MIUI on the Jingdong Mall and the Dangdang Mall,they do not know why. This fully proved one of the reasons why Nexus One failed I argued before, Google is not Amazon , it is not the first choice of users generate consumer behavior subconsciously, and if you want to do that like DELL official website sales , you have to pay big money on playing ads to do the introduction of information flow, and also have to spend several years of training, so the short-term tactics are use all the electricity suppliers that users can trust to do promotion, MIUI will win.”Chapter 3 The overview of MIUI3.1 MIUI mobile phone featuresMobile phone features: nice appearance,straight and rounded corners make it appears simple and refreshing; screen: 4 inches 854x 480 resolution, which can be used to surf the Internet and do entertainment. It also can satisfy gripping feeling of most people; Large battery: 1930mAh battery.It could keep on surfing internet for 450 hours, keep on continuous call for 15 hours , keep listening songs for 45 hours and keep playing big games for 6 hours. Mobile phone signals