摘要:随着科学技术进步以及人们生活水平的提高，我国移动通信业发展迅速。截至2015年12月，我国互联网用户规模达到6。88亿，互联网普及率高达50。3%;手机网民用户累计6。20亿，占互联网用户90。1%。个人上网设备进一步向手机端集中，以互联网为基础的在线教育、网络医疗、网络约租车已成规模。中国已成为全球最大的手机市场，手机成为必备电子消费产品之一。在这种环境下，小米手机成功上市。小米手机采取一系列成功营销策略，在市场上得到了强烈的反响。然而，面对手机市场上苹果、三星、华为等知名品牌强势竞争，小米手机在品牌营销方面暴露出了诸多发展缺陷与发展不足。本文以小米手机品牌营销为研究对象，阐述手机品牌相关概念以及影响手机相关因素，通过SWOT分析法对小米品牌营销现状进行分析，归纳总结目前小米手机品牌营销过程中存在的不足与缺陷，最后在这一基础上对小米手机未来发展模式与营销策略提出一些建设性的建议。75043

毕业论文关键词:小米品牌营销   SWOT   主要问题   原因   对策

Research on brand marketing of Xiaomi 

Abstract: Along with the progress of science and technology and the improvement of people's living standard, the development of mobile communication industry in our country is developing rapidly。 As of December 2015, the scale of China's Internet users reached the Internet penetration rate of up to 50。3%, the cumulative number of mobile Internet users, accounting for 90。1% of Internet users。 Personal internet access device to focus on the mobile phone, to the Internet based online education, network medical, network about car rental has become a scale。 China has become the world's largest mobile phone market, mobile phone has become one of the necessary electronic consumer products。 In this environment, the successful listing of millet phone。 Millet phone to take a series of successful marketing strategy, the market has been a strong response。 However, in the face of the mobile phone market, apple, Samsung, HUAWEI and other well-known brands strong competition, millet phone in the brand marketing has exposed many shortcomings and lack of development。 The millet mobile phone brand marketing as the research object, describes the related concept of brand mobile phone and mobile phone related factors, through the SWOT analysis method of millet brand marketing present situation analysis, summarizes the shortcomings and defects existing in the millet mobile phone brand marketing process, finally on the basis of this model and marketing strategy for the future development of millet mobile phone put forward some constructive suggestions。

Key words: xiaomi brand marketing,  SWOT,  mainproblem,  reason,  countermeasure

目 录

引言 1

一、手机品牌相关概念界定 1

（一）品牌概念界定 1

（二）品牌营销概念界定 2

二、影响手机品牌相关因素分析 2

（一）手机企业自身因素分析 2

（二）职能部门因素分析 3

（三）消费者因素分析 3

（四）企业其他外部环境因素分析 4

三、小米品牌营销现状分析 4

（一）产品定位现状分析 4

（二）品牌文化及忠诚度现状分析