摘要随着互联网的飞速发展，粉丝经济的兴起，各行各业传统的营销模式已越来越不能适应企业的生存所需，开始向营销新模式转变。智能手机行业的小米，成就了一个神话，作为一个成立只有三年多、产品卖了不到两年的年轻创业公司，在2013年8月估值达到了100亿美元，这样的成绩在全球创业公司中绝无仅有，这背后，必然与其采用的独特营销新模式密不可分。73725

本文以小米为例，主要通过五个部分对小米的营销新模式进行研究：第一部分对研究背景、案例选择的目的意义进行介绍。第二部分从粉丝经济相关概念、营销理论相关研究这两方面入手，继而提出本文的研究视角，进行文献统理。第三部分对国内外粉丝经济特征和现状，以及智能手机行业竞争态势进行分析，得出小米通过营销模式创新实现了竞争优势。第四部分运用PEST分析模型分析小米发展的外部宏观环境，通过调查问卷与SWOT分析法深入剖析小米营销新模式的优劣势，从而得出，粉丝经济背景下小米营销模式的创新点。第五部分对全文进行总结和展望。本文通过粉丝经济中小米营销新模式的研究，总结出其成功经验，试图为智能手机行业及其他行业抓住粉丝经济这一背景机遇更好地发展，提供有力的借鉴，并给出些营销模式的可行建议。

毕业论文关键词：粉丝经济； 营销模式； 小米

Abstract With the rapid development of Internet and the rise of fans economy, the traditional marketing model of a wide range of industries gradually are not able to satisfy the necessity of surviving and begin to transform into new marketing model. Established 3 years ago, Xiaomi Company only has sold its products for about 2 years, but it has created a miracle in the smartphone industry. In August of 2013, Xiaomi Company had an estimated market value of 10 billion, and it is unbelievable among the global venture companies. Undoubtedly, its success has a strong relationship with the company’s new unique marketing model.

My paper will take Xiaomi Company for instance, and mainly analyze its new marketing model through five parts. The first part includes the study of background and introduction of the targets of case selection. In the second part, I will list the relational concept of fans economy and some researches about marketing concept at the beginning, and then put forward this paper’s research perspective and make literature arrangement. In the third part, I will analyze the features and current situation of both domestic and foreign fans economy which can draw a conclusion that Xiaomi Company realizes competitive advantage through innovating marketing model. Fourthly, I adopt PEST analysis model to analyze external macroscopic conditions of Xiaomi Company’s development, and use questionnaire and SWOT analysis to dissect the advantages and disadvantages of its marketing model. As a result, I can figure out the innovation point of Xiaomi’s marketing model in the fans economy. Part 5 is the summary and outlook of the full text. By analyzing Xiaomi Company’s new marketing model in the fans economy, I briefly summarize its successful experience and try to provide reference and feasible marketing suggestions for the better development of smartphone industry and other industries to seize the opportunity for fans economy.

Keyword: Fans economy； marketing model； Xiaomi

目    录

1研究背景 1

1.1粉丝经济的兴起 1

1.2营销模式的变革 2

1.3案例选择的意义 2

1.4研究方法 3

2文献综述及研究视角