英文文献 小米手机的发展看市场营销.doc

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 businesses. 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 up 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 venture 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 mobile 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 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 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 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 iPhone 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 services 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 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 center 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 millet 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 products? 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 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 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 customer 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 characteristics. 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 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 interrelated 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 comes 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 hardware 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 based 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 purchase 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 opportunities 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 warehousing 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, 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 pricing 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-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 select 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, service 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 competition 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 market 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, so 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 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, large 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 phone 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 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 millet 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 publicity 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 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 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 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 rule, 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 engineering 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 qualification 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 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 and 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 mobile 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; online 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 grasp 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 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 Renmin University Press, 1997.3 Wu Fei Mei Marketing! Beijing: Foreign Economic and Trade University Press, 2010.4 Pan Jiutang-millet phone: cross-border changes begin J IT managers in the world .2012 (Z 5 Liu Yong. China Unicom marketing strategy! Nanjing: Nanjing University of Science and Technology, 2008.6 workers Chun intestinal, work Haizhong elements of brand strategy: a breakthrough product line extends typical constraints new way U of scientific progress and Countermeasures .20127 Wu Jianan, Guo Guoqing, Zhong Yugan Marketing! 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MIP cloud-based AV system solutions .2011MODERN ANIMAL HUSBANER小米手机的市场营销第一章、小米科技公司简介 小米公司正式成立于2010年4月，是一家专注于高端智能手机自主研发的移动互联网公司。小米手机、MIUI、米聊是小米公司旗下三大核心业务。“为发烧而生”是小米的产品理念。小米公司首创了用互联网模式开发手机操作系统、60万发烧友参与开发改进的模式。 小米科技(全称北京小米科技有限责任公司)由前Google、微软、金山等公司的顶尖高手组建，是一家专注于iphone,android等新一代智能手机软件开发与热点移动互联网业务运营的公司。2010年4月正式启动，已经获得知名大使投资人及风险投资Morningside、启明的巨额投资。2010年底推出手机实名社区米聊，在推出半年内注册用户就突破300万。此外，小米公司还推出基于CM定制的手机操作系统MIUI , Android双核手机小米手机等。米聊、MIUI、小米手机是小米科技的三大核心产品。 小米的LOGO是一个“MI”形，是Mobile Internet的缩写，代表小米是一家移动互联网公司。另外，小米的LOGO倒过来是一个心字，少一个点，意味着小米要让小米的用户省一点心。 小米拼音是mi,首先是Mobile Internet，小米要做移动互联网公司;其次是Mission Impossible ,小米要完成不能完成的任务;当然，雷军跟他的小米团队希望用小米和步枪来征服世界。第二章、小米手机的营销策略2.1小米手机的营销目标2011年8月16日，当小米科技CEO雷军出现在798艺术区北京会所的舞台上时，在场的米粉喊出了“雷布斯”的名号，这无疑说明，在米粉的心目中，期待着雷军成为下一个乔布斯，更是希望小米成为“中国的苹果手机”。 2011年11月1日，在北京举行的TechCrunch Disrupt大会上，小米科技首席执行官雷军表示，小米科技的目标是成为“世界级”的移动互联网公司并成功打入则富500强榜单“苹果iPhone手机重新定义了智能手机，在过去5年间，其他智能手机产品没能紧跟iPhone的发展。出于同一原因，我推出小米手机。” 2.2小米手机的