英文文献小米电话的进展看市场营销.docx

1、英文文献小米电话的进展看市场营销The marketing of millet phoneChapter I The background of millet Technology Company The millet Company was formally established in April 2020, is an independent research and development to focus on high-end smart phone mobile Internet company. Millet phone, MIUI, m chat millet company

2、s three core businesses. Fever born millet product concept. Millet company pioneered the development of mobile phone operating system with the Internet model, 600,000 enthusiasts to participate in the development and improvement mode.Millet Technology (full name is millet technology limited liabilit

3、y company) set up by the former companies such as Google, Microsoft, Jinshan top players, is a focus on iphone, android, and a new generation of smart phone software development company hot mobile Internet business operations. Officially launched in April 2020, has to obtain the renowned Ambassador

4、investors and venture capital Morningside, the Qiming huge investment. The end of 2020, mobile phone real name Community meters chat launched within six months, registered users exceeded 300 million. In addition, millet company also introduced the CM-based custom mobile operating system MIUI Android

5、 dual-core mobile phone millet phone. M chat, miui, millet phone is the the millet technology of three core products.The millet logo is the shape of MI, is short for Mobile Internet, on behalf of millet is a mobile Internet company. Millet LOGO upside down is a heart word, the means of millet is to

6、let millet user save heart. Millet Pinyin is mi, First Mobile Internet, the millet to do mobile Internet company; Second Mission Impossible, the millet to complete the task can not be completed; course, Lei Jun millet and rifles to conquer the world with his millet team.Chapter II millet phone marke

7、ting strategy millet mobile phone marketing objectivesAugust 16, 2020, when the millet Technology CEO Lei Jun appeared on the stage of the 798 Art District, Beijing Clubhouse, the presence of rice shouted Lei Busi name, this is no doubt that, in the minds of rice flour and look forward to forward Le

8、ijun Cheng as the next Steve Jobs, millet hope Apple phone. TechCrunch Disrupt conference held in Beijing on November 1, 2020, the millet Technology CEO Lei Jun said, the the millet technology goal is to become a world-class mobile Internet company and successfully broke into the top 500 list of the

9、 rich Apple iPhone redefined the smart phone and other smart phone products in the past five years, could not keep up with the iPhone for the same reason I launched millet phone. millet mobile product strategyProduct strategy companies develop business strategies, we must first clear what products a

10、nd services to meet the demands of consumers, that is to solve the problem of product strategy. Product strategy is a combination of the core of the marketing 4P, pricing strategy, distribution strategy and promotional strategy based. From the point of view of the socio-economic development, the exc

11、hange of products is a necessary prerequisite for the social division of labor, corporate production and social needs of the reunification is achieved through the product, the relationship between the enterprise and the market mainly through the product or service to contact from internal purposes,

12、is the center of the production activities. Therefore, the product strategy is the pillar and cornerstone of corporate marketing activities. In a certain sense, business success and the key to the development lies in the degree of product to meet consumer demand and product strategy is correct or no

13、t.2.2.1 millet mobile phone brand strategyAll production and business activities of enterprises around the product, through timely and effective manner to provide products that consumers need to achieve the development goals of the enterprise. Production? Whom to produce products? Production of how

14、many products? This proposition seems Economics is, in fact, is a corporate product strategy that must be answered. Modern concepts define the product, the product is for attention, acquisition, use, or consumption in order to meet certain desires and needs everything to the market (Philip Kotler).

15、With the rapid development of science and technology, social progress, increasingly personalized consumer demand characteristics. Case of convergence in the core functionality of the product, who can be faster, more, better meet the need for integration of the complex interests of consumers, who wil

16、l be able toWith consumers, market share, and gain a competitive advantage. Famous American management expert Levitt once said: The new competition is not the products manufactured in the factory, and lies outside the factory packaging products with services, advertising, consulting, financing, deli

17、very or customer that other things of value. 2.2.2 millet phone product packaging strategyMillet phone packaging strategy are as follows: similar packaging strategies. The millet phones a different type of mobile phone products, a similar pattern on the packaging, the approximate color and common ch

18、aracteristics. The strategy will enable consumers to deep impression formed millet mobile phone products, and also reduce the millet phone packaging into wood. Level packaging strategy. Millet phone in the foundation of the original product MI-ONE Plus in May 15, 2021, released a limited edition pho

19、nes with distinct age characteristics the millet phone youthful version, and according to the level of product quality to take different packaging, youth millet phone packaging boxes printed prominently on the youth word. Supporting packaging strategies. Millet phone different types and sizes but in

20、terrelated products in the same packaging. For example, millet mobile phones and necessary accessories built-in compact box then the box with the accessories in unified specification box shipments, which is typical supporting packaging. Bundled product packaging strategy. Of millet phone youthful ve

21、rsion comes in a box out of print as the main image of college life millet mascot meters rabbit youthful album, to attract consumers to buy.2.2.3 millet mobile phone market positioning strategyMillet phone product attributes targeted at mobile phone enthusiasts, the core selling high configuration a

22、nd hardware integration. The research and development of products with a fever mode of user participation, of course, it can also be understood as a speculation and pre-warm-up boo head, but it really is a brand new product. It is almost tempting to think that a large number of Linux distributions i

23、s also based on the Linux kernel development: official added community involvement, the core of this problem is the millet want to please the user through the mobile phone .Accurate market positioning and marketing targeting millet 9 Public Offering and repeatedly out of stock registered user specia

24、l purchase quickly to gain greater market share, according to the official data of the millet technology, millet mobile phone is expected to be reached in the first half of 2021, 300 million in sales throughout the year is expected to achieve 500 million sales, future product operators to seize mark

25、et opportunities and customer base. millet prices strategyMillet science and technology co-founder of the Lei Jun wood itself is also a partner of a number of enterprises, including where customers, where customers have a good and complete logistics system, millet Where the customers logistics and w

26、arehousing savings into the wood, but also for millet price strategy to provide a strong guarantee.The pricing strategy is a price to all buyers provisions, is a relatively modern concept. It forms the motivation is the large-scale retail development in the late 19th century. In history, in most cas

27、es, the price as a buyer to choose the main determinant of work; recent In years in buyers choose the behavior of non-price factors have relatively become important history. However, the price is still one of the most important factors to decide the companys market share and profitability.Enterprise

28、 pricing must be based on the price elasticity of demand, that is to understand the market demand response to price changes. Price changes on demand influence diagram, inelastic and elastic demand, a condition called inelastic demand; impact of price changes on demand is called demand elasticity. Du

29、al-core processor, 1GB of RAM, 4GB the fuselage of memory and the selling price of 1,999 yuan, a single from the price side millet phone already have the advantage over other major manufacturers, high cost is undoubtedly millet phone elasticity of demand tremendous impetus.2.3.1 the millet select pr

30、icing methodPricing method, specific pricing objectives under the guidance of, based on research into wood, demand and competitive conditions, the use of the theory of pricing decisions on product price calculated. Millet competition oriented pricing: millet technology production conditions, service

31、 conditions and price levels and other factors through research competitors in the highly competitive smartphone market, based on their competitive strength, reference into the wood, and the supply and demand situation to determine commodity prices. This pricing method is commonly referred to compet

32、ition oriented pricing. Competition oriented pricing include: follow the market pricing. Monopolistic competition and perfect competition market structure conditions, any company can not on its own strength in the market to obtain an absolute advantage. Millet out of the rapidly developing market considerations, did not take follow the market pricing, but directly hit the bottom line price brand, the product price is set at a low price of similar products of other manufacturers can not match the short term.Differential pricing method. The millet technology in different market