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| 小米手机海外市场营销策略研究 摘 要 小米手机堪称国产手机的代言人，从公司创立到年销量全国第一仅仅只用了5年时间，这样的成果很好地诠释了小米手机营销策略的成功。本文以小米手机在海外市场的营销为题，在收集整理相关文献资料的基础上，首先，阐述了本文的研究背景、研究意义以及研究现状。然后，简单介绍了与本文研究相关的概念及理论，并以小米手机在泰国市场的营销为案例，利用PEST、SWOT的方法对小米手机在泰国市场的营销进行了深入的分析。最后，结合实际情况，运用所学专业知识，对小米手机在泰国市场的营销提出了相应的建议。 关键词：小米手机；海外市场；泰国市场营销；SWOT Research on overseas marketing strategy of Xiaomi mobile phone Abstract Xiaomi mobile phone is the spokesperson of domestic mobile phone.It took only five years from the company's establishment to the first annual sales volume in China. This achievement has well explained the success of Xiaomi mobile phone marketing strategy.This paper takes the marketing of millet mobile phone in overseas market as the topic,and on the basis of collecting and sorting out relevant literature, firstly,it expounds the research background, research significance and research status of this paper. Then, the paper introduces the concept and theory related to this study,and takes the marketing of millet mobile phone in Thailand as a case,and analyzes the marketing of millet mobile phone in Thailand market by pest and SWOT. Finally, combined with the actual situation, using the professional knowledge,the marketing of millet mobile phone in Thailand market is put forward.
Key words: Xiaomi mobile phone; overseas market; Thailand marketing; SWOT |
