摘要随着我国手机行业的飞速发展，手机市场的竞争日趋激烈。现如今，手机已经不仅是简单的通信工具，而是兼备社交，购物，娱乐等多样的功能。已然成为人们生活的必需品。且伴随着互联网的高速发展，手机厂商越来越重视网络整合营销在手机营销中的应用。本文基于网络整合营销4I原则针对手机企业在进行网络整合营销过程当中存在的问题提出了四个策略。选取华为手机网络整合营销案例，通过对华为手机网络整合营销策略的研究，分析趣味、利益、互动、个性策略在网络整合营销中的可行性，并在此基础上提出改进建议。可以给手机企业进行网络整合营销提供一定的借鉴作用。71273

Abstract With the rapid development of China's mobile phone industry, the increasingly fierce competition in the mobile phone market. Now, the phone is not only a simple communication tool, but both socializing, shopping, entertainment and other perse functions. It has become a necessity of life . And along with the rapid development of the Internet, mobile phone manufacturers more and more attention in the applications of network integrated marketing in mobile marketing. In this paper, the principle of network-based integrated marketing 4I, in order to solve the problem of mobile phone companies integrated marketing network, proposed four strategies. Select Huawei cell phone network integrated marketing case. Throuth Huawei's mobile phone network integrated marketing strategy research strategy analysis, analysis of taste, interests, interactive and personalized integrated marketing network strategy in the feasibility, and on this basis, make recommendations for improvement. It can provide a reference for the real estate enterprise.

毕业论文关键词：手机企业； 网络整合营销； 4I原则；互动性

Keyword: Mobile phone companies; Network integrated marketing; 4I principle; interactive

目    录

1 引言 5

1.1 研究背景及意义 5

1.2 研究内容 6

1.3 本文创新点与不足 6

1.3.1 创新点 6

1.3.2 研究存在的问题 6

2 文献综述 6

2.1网络整合营销概述 6

2.1.1网络整合营销的阐述 6

2.1.2网络整合营销的核心思想 7

2.1.3国内外相关研究 7

2.1.4总结 7

2.2 4I原则的相关研究 8

3．手机行业网络整合营销策略现状分析 8

3.1 我国手机行业现状分析 8

3.2我国手机行业市场趋势分析 9

3.2.1手机市场品牌进一步集中化 9

3.2.2手机新增市场将完全变成换机市场 10

3.2.3线下渠道再次蓬勃兴起 10

3.3国内手机企业网络整合营销现状分析 11

3.3.1国内手机企业对网络整合营销的应用 11

3.3.2国内手机企业在网络整合营销过程中的存在的问题 12

4.手机企业网络整合营销的实证研究——以华为手机为例 12