marketingmix小米公司案例分析

marketingmix小米公司案例分析OutlineIntroductionofXiaomiAnalysisoftheSuccessofXiaomiModel1:TheMarketingTheoryof4PsProductPricePromotionPlaceModel2:MarketingTheoryof3RsRetentionRelationSalesReferralsSummaryIntroductionofXiaomiprivatelyownedChineseelectronicscompanyheadquarteredinBeijingChina.oneofChina'sbiggestelectronicscompaniesthatdesigns,develops,andsellssmartphones,mobileapps,andconsumerelectronics.

Dateofestablishment:2010April6thHistory:4yearsTurnover：31.6billionrmb（2013）Numberofemployees：about2,600employees（2013）Marketvalue：about10billiondolars2011年9月5日，openthereservationonline，over300thousandinahalfday12月18日，MI1saleonline,5minutes,300thousandhavebeensold2012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)。HighsalesvolumeHighpopularityHighgrowthSuccessfulHowcanxiaomibesuccessfulin4years?AnalysisoftheSuccessofXiaomiModel1:TheMarketingTheoryof4PsProductTheproductisthephysicalproductorserviceofferedtotheconsumer.Inthecaseofphysicalproducts,italsoreferstoanyservicesorconveniencesthatarepartoftheoffering.Productdecisionsincludeaspectssuchasfunction,appearance,packaging,service,warranty,etc.PricePricingdecisionsshouldtakeintoaccountprofitmarginsandtheprobablepricingresponseofcompetitors.Pricingincludesnotonlythelistprice,butalsodiscounts,financing,andotheroptionssuchasleasing.From699rmbto2499rmbPlacePlace(orplacement)decisionsarethoseassociatedwithchannelsofdistributionthatserveasthemeansforgettingtheproducttothetargetcustomers.Thedistributionsystemperformstransactional,logistical,andfacilitatingfunctions.Distributiondecisionsincludemarketcoverage,channelmemberselection,logistics,andlevelsofservice.SalesonlineNophysicalshopLessmarketingcostLessadministrationexpenseQuickdeliveryPromotionPromotiondecisionsarethoserelatedtocommunicatingandsellingtopotentialconsumers.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32.Hungrymarketing1streservation2ndTuesday3.discountAnalysisoftheSuccessofXiaomiModel2:TheMarketingTheoryof3RsproductpriceplacepromotionretentionreferralsrelatedsalesBasedon4Ps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（Related