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摘要近年来，随着中国经济的持续稳步发展，中国人民的消费水平也在逐步提高。消费热点也逐渐从生活必需品和耐用消费品向第三产业、信息服务业靠近。3C产品更是成为一大消费热点，作为 3C产品中的重要组成部分，手机市场在快速发展成熟的同时也导致市场竞争越来越激烈！要想在市场中占据一定的份额，企业在把产品做好的同时还必须注重营销策略的实施。小米手机公司自 2010年4月成立以来，四年之内成长为全球第三大智能手机制造商，有关小米的话题特别是其营销模式一直备受瞩目。如果说苹果是手机市场饥饿营销的鼻祖，那么小米绝对是具有中国特色的饥饿营销的典范。本文以小米公司为例，首先论述了饥饿营销的基本理论，其次用资料分析和调研分析的方法对小米公司的饥饿营销现状进行剖析，然后根据分析结果指出其中的优点和不足，并提出改进建议，对实施饥饿营销的企业具有借鉴和指导意义。 27536
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毕业论文关键词：饥饿营销； 小米公司； 消费心理 Title
Research On Xiao MI Mobile Phone Company’s Hunger Marketing Strategy
Abstract In recent years, with the sustained and steady development of China's economy, the Chinese people's consumption level is gradually improving. Consumer focus comes gradually to the tertiary industry, information services from daily necessities and consumer durables. 3C products are becoming major consumer hot spots. As an important part of 3C products, mobile phone market leads to increasingly fierce market competition in the rapidly maturing. To occupy a certain share of the market, companies make the product at the same time must also focus on the implementation of the marketing strategy. XiaoMi Phone Company grow into the world's third largest smart phone manufacturer in four years since its inception in April 2010. Topics related to millet has been much attention in particular its marketing model. If Apple is the originator of hunger marketing in the mobile phone market, XiaoMi Phone Company is definitely the model of hunger marketing with Chinese characteristics.With XiaoMi Phone Company as an example in this paper. First of all, we discussed the basic theory of hunger marketing; secondly, we analyze the status of the hunger marketing in XiaoMi Phone Company by the method of data analysis and research analysis. Then, based on the analysis, point out the strengths and weaknesses, and make recommendations for improvement. This is a reference and guidance for the companies implement hunger marketing.
Keywords: Hunger Marketing; XiaoMi Phone Company; Consumer Psychology
目 次
1 绪论 1
1.1研究背景与意义 .. 1
1.2研究现状 .. 1
1.2.1国外研究现状 1
1.2.2国内研究现状 2
1.3研究内容与方法 .. 3
1.3.1本课题的研究内容： 3
1.3.2本课题的研究方法： 3
2 相关理论概述 . 4
2.1饥饿营销的概念 .. 4
2.2饥饿营销的原理 .. 4
2.3 饥饿营销的实施条件 6
3 小米公司饥饿营销微观环境分析 . 7
3.1 消费者分析 7
3.2竞争状况分析 . 7
3.3调研分析 .. 7
4 小米公司饥饿营销现状分析 . 12
4.1 小米公司饥饿营销模式 12
4.2 饥饿营销策略分析——4P角度 .. 12
4.2.1 产品策略 . 12
4.2.2 价格策略 . 13