英文文献小米电话的进展看市场营销.docx
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英文文献小米电话的进展看市场营销
Themarketingofmilletphone
ChapterIThebackgroundofmilletTechnologyCompany
ThemilletCompanywasformallyestablishedinApril2020,isanindependentresearchanddevelopmenttofocusonhigh-endsmartphonemobileInternetcompany.Milletphone,MIUI,mchatmilletcompany'sthreecorebusinesses.Feverbornmilletproductconcept.MilletcompanypioneeredthedevelopmentofmobilephoneoperatingsystemwiththeInternetmodel,600,000enthusiaststoparticipateinthedevelopmentandimprovementmode.
MilletTechnology(fullnameismillettechnologylimitedliabilitycompany)setupbytheformercompaniessuchasGoogle,Microsoft,Jinshantopplayers,isafocusoniphone,android,andanewgenerationofsmartphonesoftwaredevelopmentcompanyhotmobileInternetbusinessoperations.OfficiallylaunchedinApril2020,hastoobtaintherenownedAmbassadorinvestorsandventurecapitalMorningside,theQiminghugeinvestment.Theendof2020,mobilephonerealnameCommunitymeterschatlaunchedwithinsixmonths,registeredusersexceeded300million.Inaddition,milletcompanyalsointroducedtheCM-basedcustommobileoperatingsystemMIUIAndroiddual-coremobilephonemilletphone.Mchat,miui,milletphoneisthethemillettechnologyofthreecoreproducts.
Themilletlogoistheshapeof"MI",isshortforMobileInternet,onbehalfofmilletisamobileInternetcompany.MilletLOGOupsidedownisaheartword,themeansofmilletistoletmilletusersaveheart.MilletPinyinismi,FirstMobileInternet,themillettodomobileInternetcompany;SecondMissionImpossible,themillettocompletethetaskcannotbecompleted;course,LeiJunmilletandriflestoconquertheworldwithhismilletteam.
ChapterIImilletphonemarketingstrategy
milletmobilephonemarketingobjectives
August16,2020,whenthemilletTechnologyCEOLeiJunappearedonthestageofthe798ArtDistrict,BeijingClubhouse,thepresenceofriceshouted"LeiBusi"name,thisisnodoubtthat,inthemindsofriceflourandlookforwardtoforwardLeijunChengasthenextSteveJobs,millethopeApplephone.TechCrunchDisruptconferenceheldinBeijingonNovember1,2020,themilletTechnologyCEOLeiJunsaid,thethemillettechnologygoalistobecomea"world-class"mobileInternetcompanyandsuccessfullybrokeintothetop500listof"therich"AppleiPhoneredefinedthesmartphoneandothersmartphoneproductsinthepastfiveyears,couldnotkeepupwiththeiPhoneforthesamereasonIlaunchedmilletphone."
milletmobileproductstrategy
Productstrategycompaniesdevelopbusinessstrategies,wemustfirstclearwhatproductsandservicestomeetthedemandsofconsumers,thatistosolvetheproblemofproductstrategy.Productstrategyisacombinationofthecoreofthemarketing4P,pricingstrategy,distributionstrategyandpromotionalstrategybased.Fromthepointofviewofthesocio-economicdevelopment,theexchangeofproductsisanecessaryprerequisiteforthesocialdivisionoflabor,corporateproductionandsocialneedsofthereunificationisachievedthroughtheproduct,therelationshipbetweentheenterpriseandthemarketmainlythroughtheproductorservicetocontactfrominternalpurposes,isthecenteroftheproductionactivities.Therefore,theproductstrategyisthepillarandcornerstoneofcorporatemarketingactivities.Inacertainsense,businesssuccessandthekeytothedevelopmentliesinthedegreeofproducttomeetconsumerdemandandproductstrategyiscorrectornot.
2.2.1milletmobilephonebrandstrategy
Allproductionandbusinessactivitiesofenterprisesaroundtheproduct,throughtimelyandeffectivemannertoprovideproductsthatconsumersneedtoachievethedevelopmentgoalsoftheenterprise.Production?
Whomtoproduceproducts?
Productionofhowmanyproducts?
ThispropositionseemsEconomicsis,infact,isacorporateproductstrategythatmustbeanswered.Modernconceptsdefinetheproduct,theproductisforattention,acquisition,use,orconsumptioninordertomeetcertaindesiresandneedseverythingtothemarket(PhilipKotler).Withtherapiddevelopmentofscienceandtechnology,socialprogress,increasinglypersonalizedconsumerdemandcharacteristics.Caseofconvergenceinthecorefunctionalityoftheproduct,whocanbefaster,more,bettermeettheneedforintegrationofthecomplexinterestsofconsumers,whowillbeableto
Withconsumers,marketshare,andgainacompetitiveadvantage.FamousAmericanmanagementexpertLevittoncesaid:
"Thenewcompetitionisnottheproductsmanufacturedinthefactory,andliesoutsidethefactorypackagingproductswithservices,advertising,consulting,financing,deliveryorcustomerthatotherthingsofvalue."
2.2.2milletphoneproductpackagingstrategy
Milletphonepackagingstrategyareasfollows:
similarpackagingstrategies.Themilletphone'sadifferenttypeofmobilephoneproducts,asimilarpatternonthepackaging,theapproximatecolorandcommoncharacteristics.Thestrategywillenableconsumerstodeepimpressionformedmilletmobilephoneproducts,andalsoreducethemilletphonepackagingintowood.Levelpackagingstrategy.MilletphoneinthefoundationoftheoriginalproductMI-ONEPlusinMay15,2021,releasedalimitededitionphoneswithdistinctagecharacteristicsthemilletphoneyouthfulversion,andaccordingtothelevelofproductqualitytotakedifferentpackaging,youthmilletphonepackagingboxesprintedprominentlyonthe"youth"word.Supportingpackagingstrategies.Milletphonedifferenttypesandsizesbutinterrelatedproductsinthesamepackaging.Forexample,milletmobilephonesandnecessaryaccessoriesbuilt-incompactboxthentheboxwiththeaccessoriesinunifiedspecificationboxshipments,whichistypicalsupportingpackaging.Bundledproductpackagingstrategy.Ofmilletphoneyouthfulversioncomesinaboxoutofprintasthemainimageofcollegelifemilletmascotmetersrabbityouthfulalbum,toattractconsumerstobuy.
2.2.3milletmobilephonemarketpositioningstrategy
Milletphoneproductattributestargetedatmobilephoneenthusiasts,thecoresellinghighconfigurationandhardwareintegration.Theresearchanddevelopmentofproductswitha"fever"modeofuserparticipation,ofcourse,itcanalsobeunderstoodasaspeculationandpre-warm-upboohead,butitreallyisabrandnewproduct.ItisalmosttemptingtothinkthatalargenumberofLinuxdistributionsisalsobasedontheLinuxkerneldevelopment:
officialaddedcommunityinvolvement,thecoreofthisproblemisthemilletwanttopleasetheuserthroughthe"mobilephone".
Accuratemarketpositioningandmarketingtargetingmillet9PublicOfferingandrepeatedlyoutofstockregistereduserspecialpurchasequicklytogaingreatermarketshare,accordingtotheofficialdataofthemillettechnology,milletmobilephoneisexpectedtobereachedinthefirsthalfof2021,300millioninsalesthroughouttheyearisexpectedtoachieve500millionsales,futureproductoperatorstoseizemarketopportunitiesandcustomerbase.
milletpricesstrategy
Milletscienceandtechnologyco-founderoftheLeiJunwooditselfisalsoapartnerofanumberofenterprises,includingwherecustomers,wherecustomershaveagoodandcompletelogisticssystem,milletWherethecustomer'slogisticsandwarehousingsavingsintothewood,butalsoformilletpricestrategytoprovideastrongguarantee.
Thepricingstrategyisapricetoallbuyersprovisions,isarelativelymodernconcept.Itformsthemotivationisthelarge-scaleretaildevelopmentinthelate19thcentury.Inhistory,inmostcases,thepriceasabuyertochoosethemaindeterminantofwork;recentInyearsinbuyerschoosethebehaviorofnon-pricefactorshaverelativelybecomeimportanthistory.However,thepriceisstilloneofthemostimportantfactorstodecidethecompany'smarketshareandprofitability.
Enterprisepricingmustbebasedonthepriceelasticityofdemand,thatistounderstandthemarketdemandresponsetopricechanges.Pricechangesondemandinfluencediagram,inelasticandelasticdemand,aconditioncalledinelasticdemand;impactofpricechangesondemandiscalleddemandelasticity.Dual-coreprocessor,1GBofRAM,4GBthefuselageofmemoryandthesellingpriceof1,999yuan,asinglefromthepricesidemilletphonealreadyhavetheadvantageoverothermajormanufacturers,highcostisundoubtedlymilletphoneelasticityofdemandtremendousimpetus.
2.3.1themilletselectpricingmethod
Pricingmethod,specificpricingobjectivesundertheguidanceof,basedonresearchintowood,demandandcompetitiveconditions,theuseofthetheoryofpricingdecisionsonproductpricecalculated.Milletcompetitionorientedpricing:
millettechnologyproductionconditions,serviceconditionsandpricelevelsandotherfactorsthroughresearchcompetitorsinthehighlycompetitivesmartphonemarket,basedontheircompetitivestrength,referenceintothewood,andthesupplyanddemandsituationtodeterminecommodityprices.Thispricingmethodiscommonlyreferredtocompetitionorientedpricing.Competitionorientedpricinginclude:
followthemarketpricing.Monopolisticcompetitionandperfectcompetitionmarketstructureconditions,anycompanycannotonitsownstrengthinthemarkettoobtainanabsoluteadvantage.Milletoutoftherapidlydevelopingmarketconsiderations,didnottakefollowthemarketpricing,butdirectlyhitthebottomlinepricebrand,theproductpriceissetatalowpriceofsimilarproductsofothermanufacturerscannotmatchtheshortterm.
Differentialpricingmethod.Themillettechnologyindifferentmarket