Marketing Mix 小米公司案例分析.ppt

邓昀瑶杜夷,Outline,IntroductionofXiaomiAnalysisoftheSuccessofXiaomiModel1:TheMarketingTheoryof4PsProductPricePromotionPlaceModel2:MarketingTheoryof3RsRetentionRelationSalesReferralsSummary,IntroductionofXiaomi,privatelyownedChineseelectronicscompanyheadquarteredinBeijingChina.oneofChinasbiggestelectronicscompaniesthatdesigns,develops,andsellssmartphones,mobileapps,andconsumerelectronics.,2011年9月5日，openthereservationonline，over300thousandinahalfday12月18日，MI1saleonline,5minutes,300thousandhavebeensold,2012年6月26日，$216millioninvestment，marketvalue4billion，topinvestmentcompaniesintheworld.,11月19日，MI2100thousand2分29秒售完，M1S300thousand12分02秒售罄。11月25日，MI1S200thousand18分12秒售罄。11月29日，MI2150thousand1分43秒售罄。12月28日，MiPhone250thousand16分9秒售罄，MI22分56秒售罄。,2013年8月23日，newinvestment，MV10billiondollars,the4thinternetcompanyinChina(阿里、腾讯、baidu)。,HighsalesvolumeHighpopularityHighgrowthSuccessful,Howcanxiaomibesuccessfulin4years?,AnalysisoftheSuccessofXiaomiModel1:TheMarketingTheoryof4Ps,Product,Theproductisthephysicalproductorserviceofferedtotheconsumer.Inthecaseofphysicalproducts,italsoreferstoanyservicesorconveniencesthatarepartoftheoffering.Productdecisionsincludeaspectssuchasfunction,appearance,packaging,service,warranty,etc.,Price,Pricingdecisionsshouldtakeintoaccountprofitmarginsandtheprobablepricingresponseofcompetitors.Pricingincludesnotonlythelistprice,butalsodiscounts,financing,andotheroptionssuchasleasing.,From699rmbto2499rmb,Place,Place(orplacement)decisionsarethoseassociatedwithchannelsofdistributionthatserveasthemeansforgettingtheproducttothetargetcustomers.Thedistributionsystemperformstransactional,logistical,andfacilitatingfunctions.Distributiondecisionsincludemarketcoverage,channelmemberselection,logistics,andlevelsofservice.,SalesonlineNophysicalshopLessmarketingcostLessadministrationexpenseQuickdelivery,Promotion,Promotiondecisionsarethoserelatedtocommunicatingandsellingtopotentialconsumers.Sincethesecostscanbelargeinproportiontotheproductprice,abreak-evenanalysisshouldbeperformedwhenmakingpromotiondecisions.Itisusefultoknowthevalueofacustomerinordertodeterminewhetheradditionalcustomersareworththecostofacquiringthem.,1.High-profilerelease9月5日，小米科技在国家会议中心举行发布会。会上发布了迄今为止世界顶级四核手机小米手机3,2.Hungrymarketing,1streservation2ndTuesday,3.discount,AnalysisoftheSuccessofXiaomiModel2:TheMarketingTheoryof3Rs,Basedon4Ps,顾客保留（Retention）。顾客保留是指通过持续地、积极地与顾客建立长期关系以维持和与保留现有顾客，并取得稳定收入。,Retention,顾客推荐（Referrals）是指老顾客通过对产品的了解和使用以及和其它产品的对比，对公司产品产生了发自内心的喜爱，并由此而导致了对公司产品的品牌忠诚。,Referrals,相关销售（RelatedSales)。由于老顾客对公司的产品建立了信心，因此在新