摘要：在互联网通信技术快速成长的背景下，智能硬件的诞生犹如一股清泉，影响力覆盖全国，小米公司组建了一支强大的研发团队和营销团队，意在引领“新国货”理念，打造小米智能生态链。传统的单一品牌模式已经越来越不能够适应激烈的市场竞争了，比起传统营销理论和品牌塑造方法还是停留在以产品为核心的基础上，小米公司的智能生态链模式，对于中国传统国产手机品牌的发展有着极大的借鉴和参考意义。目前来说，小米的智能生态链，模仿者相对较少，小米独树一帜，旗下拥有55家公司，年销售额增长220%。虽然势头猛进，但由于生产链太长，精力耗损，削弱原有主打品牌小米手机的市场竞争力和关注度，且新产品投入市场，增加了产品管理难度，不利于深入市场。因此在此过程中，我们对此要，找准平衡点和发展方向，增加产品宣传投入，放弃竞争力较低产品，以巩固用户粘性，提高市场占有率等。61908

  毕业论文关键词：小米品牌；智能生态链；智能家居；智能家电；智能穿戴；竞争者

 Research on the Marketing of Brand Xiaomi

Abstract: Under the fast-growing Internet communication technology background, intelligent hardware like the birth of fresh air, the influence of national coverage, Xiao mi company has set up a strong R & D team and marketing team, intended to lead the "New Domestics" concept, creating intelligent millet ecological chain. Traditional single brand model has been no longer to adapt to the fierce competition in the market, compared to the theory of traditional marketing and branding methods are still stuck on the basis of the product as the core, Xiao mi smart ecological chain model, so traditional Chinese-made phone brand development has a great significance as reference. Currently, the smart ecological chain Xiao mi, relatively few imitators, millet unique, owns 55 companies with annual sales growth of 220%. Although the momentum makes a spurt of progress，the long production chain leads to energy depletion and undermine competitiveness, and the attention of Xiao mi phone original flagship brand and the new product into the market, increasing the difficulty of product management, and it’s not conducive to in-depth market. Therefore, in this process, we need to find the equilibrium point and the direction of development, increase the investment on product promotion, so as to give up low product competitiveness, in order to consolidate user‘s stickiness, increase market share and so on.

Key Words: Xiao mi brand; persification; intelligent ecosystem; smart home; smart appliances; smart dressed; competitor 

目 录

一、绪论 1

（一） 研究背景 1

（二） 研究目的及意义 1

（三） 研究方法 1

二、营销现状分析 3

（一） 宏观环境分析 3

（二） 消费者环境 5

（三） 竞争者分析 10

（四） SWOT分析 13

三、企业定位分析 17

（一） 市场细分 17

（二） 市场选择 17

（三） 市场定位 18

四、 营销策略分析 18

（一） 产品策略 19

（二） 价格策略 22