网络营销之小米手机的饥饿营销.doc

网络营销之小米手机的饥饿营销 摘 要 小米手机是北京小米科技有限责任公司研发的一款高性能发烧级智能手机，它能取得如此大的轰动，与其公关的营销策略有莫大关系。而这种营销方式就是饥饿营销。饥饿营销不是常规的营销策略,不是思考如何把产品卖给顾客,进行各种常规性的促销,而是革新自己的产品,提高自己的服务,给顾客提供完美的产品和服务。让顾客主动去追求,从而获得一种高层次需要的满足。但要实施这种营销策略也必须有一定的实施条件，虽然小米手机在饥饿营销方面做出了一定的成绩，但与同样实施此策略的苹果相比，还存在着很多的问题。本文从饥饿营销的定义和原理入手，阐述了饥饿营销策略的基础和特点，分析了小米手机公司市场发展现状以及小米手机在饥饿营销中存在的问题，进而提出了小米手机在饥饿营销中应采取的策略，希望对我国手机营销市场的发展有一定的指导和借鉴作用。 关键词：小米手机；饥饿营销；对策；问题 Abstract Beijing is the millet millet mobile phone technology limited liability company research and development of a high performance intelligent mobile phone have a fever, it can achieve such a big hit, have a great relationship with its public relations marketing strategy. And this is the hunger marketing marketing. Hunger marketing is not the conventional marketing strategy, not thinking about how to sell products to the customer, all kinds of regular promotions, but the innovation of their products, improve their services, to provide customers with perfect products and services. Let customers take the initiative to pursue, so as to achieve a higher level to meet the needs of the. But to implement the marketing strategy must be implemented certain conditions, although the millet mobile phone have made certain achievements in hunger marketing, but also the implementation of this strategy compared with apple, there are a lot of problems. This paper starts from the definition and principle of hunger marketing, expounds the basis and characteristics of hunger marketing strategy, analyzes the development status of mobile phone market millet and millet mobile phone in hunger marketing problems, and then put forward the strategy of millet mobile phone should be taken in hunger marketing, want to have certain guidance and reference effect to the development of Chinas mobile phone market. Keywords: millet mobile phone;hunger marketing;strategy;countermeasures 目 录 摘 要 I Abstract I 一 小米手机简介 2 二 饥饿营销理论概述 2 （一）饥饿营