(移动互联网下我国手机厂商营销模式转变分析.docx

内容摘要小米公司作为一个只有五年多发展历程的年轻互联网公司，在2015年的估值中达到了惊人的450亿美元，成为国内第四个继百度、腾讯、阿里巴巴后的第四大互联网公司。小米高速发展的背后，必然与它强大而高效的营销模式密不可分。本文将以小米公司为例，深入研究其独特的营销模式，尝试找出移动互联网时代，手机企业营销模式的基本方向，为国内手机厂商的互联化提供营销模式的建议。 本文研究的重点主要分成三个部分：第一部分即本文的第二章，本章试图通过国内手机厂商在产品营销过程中的案例总结出目前国内手机厂商营销模式的现状；第二部分是本文的第三章，本章通过对小米公司的详细剖析，从小米公司的介绍开始，通过研究其产品生态系统，并结合“专注、极致、口碑、快”四个方面，通过小米公司的成功营销案例分析小米现有的销售模式。第三部分是本章的第四章，本章在前两章的基础上，得出了移动互联网下国内手机厂商营销模式的转变即从客户思维向用户思维的转变、从只注重产品向注重体验转变、从营销向传播转变，并根据以上三个转变提出国内手机厂商在移动互联网时代转变的三个方向即传播的互联网化、渠道的互联网化、经营理念的互联化，由此完成移动互联网下国内手机厂商营销模式的转变的研究。关键词移动互联网；互联网思维；营销模式；小米公司ABSTRACTMillet company as one of only five years of the development process of young Internet companies, in 2015 the valuation reached a staggering $450 billion, to become the domestic fourth after Baidu, Tencent, Alibaba after the four major Internet companies. Behind the rapid development of millet, and it is bound to strong and efficient marketing model inseparable. The millet company as an example, in-depth study of its unique marketing model, and try to find out the mobile Internet era, the basic direction of the mobile phone enterprise marketing mode, for the interconnection of domestic mobile phone manufacturers provide marketing model is proposed.The focus of this paper is mainly divided into three parts: the first part is the second chapter, this chapter tries to through the domestic mobile phone manufacturers in product marketing case summarized the present situation of the domestic mobile phone manufacturers marketing model; the second part is the third chapter, this chapter through to millet company, a detailed analysis, from the beginning of Millets introduction, through the study of the ecological system, combined with the attention, extreme, word of mouth, and fast four aspects. Through the Millets successful marketing case analysis millet existing sales model. The third part is the fourth chapter of this chapter, this chapter on the basis of the first two chapters, it is concluded that the mobile Internet under the domes