20142015Research about Millet Mobile Phone Market

Topics: Mobile phone, Smartphone, Marketing Pages: 18 (2493 words) Published: December 3, 2014
2014-2015学年第一学期
《商务研究方法》期末报告:

Research about Millet Mobile Phone Marketing Mode and the Possibility of Replication 研究小米手机的营销模式及可复制性

学号:20112608
姓名:薛博文
班级:2011级工商管理2班

摘 要
小米公司正式成立于2010年4月,是一家专注于高端智能手机自主研发的移动互联网公司。小米手机、MIUI、米聊是小米公司旗下三大核心业务。“为发烧而生”是小米的产品理念。2014年第三季度,小米智能手机出货量超过4000万,成为三星和苹果之后,全球第三大智能手机制造商。而在众多国产手机中,小米手机无疑最引人注目。它是小米公司研发的一系列高性能发烧级智能手机。它主要针对手机发烧友,采用线上销售模式,是世界上配置堪比苹果的2000元内的智能手机,成为当今国内单款最热门的高端智能手机。 论文将以小米手机做为研究对象,运用文献研究法和问卷调查法。总结小米手机的营销模式是否是其成功的因素,以及其营销模式的可复制性。 关键词:小米手机 营销模式 可复制性

ABSTRACT
The millet Company was formally established in April 2010, is an independent research and development to focus on high-end smart phone mobile Internet company. Millet phone, MIUI, m chat millet company's three core businesses. Fever born millet product concept. 2014 third quarter, millet smart phone shipments more than 40 million, behind Samsung and Apple, became the world's third-largest Smartphone maker. In many domestic mobile phone, mobile phone is undoubtedly the most attract conspicuous, it is a series of high performance have a fever class intelligent mobile phone millet company research and development. Mainly for mobile phone fancier, using the online sales model, the intelligent mobile phone is 2000 Yuan of the world within the configuration as apple, become the single most popular domestic high-end intelligent mobile phone. Papers will be millet mobile phone as the research object, using literature research and questionnaire survey. Summarize the millet phone marketing mode is a factor of its success, and the possibility of this model was copied. Keywords:Millet mobile Marketing model Replicability

Content

Abstract …………………………………………………………………………………… Ⅰ

Part 1 Introduction………………………………………………………………………..1

Part 2 Literature Review………………………………………………………………....1

Part 3 Research design…………………………………………………………………..2

Part 4 Data processing and analysis………………………………………………………3

Part 5 Conclusions and recommendations…………………………….…………………8

Part 6 Limitations…………………………………………………………………..……9

References………………… ……………………………………………………………..…10

Appendix………… …………………………………………………………………………11 I. Introduction
1.1 Significance of the topic
Due to the rapid economic development, people’s living standard unceasing enhancement. High-tech products are pay attention to by more and more people. Mobile phone as a kind of convenient communication tools have been around every corner of our life. At the same time people constantly improve to the requirement of mobile phone. Millet smart phone in just a few years, China has created the myth of the local mobile marketing. Millet mobile phone unique marketing communication mode with exemplary role in enterprise marketing. This study is the analysis of the millet mobile phone marketing model and summarize its regularity, help other companies improve marketing mode. 1.2 Research Content

Part 1 Introduction of Millet phone
Part 2 The market positioning of millet mobile phone
Part 3 Millet mobile phone marketing mode
Part 4 The possibility of marketing mode is copied
1.3 Research Method
Literature research: Most often associated with academic-oriented literature, such as a thesis, dissertation or peer-reviewed journal article, a literature review usually precedes the methodology and results section. Questionnaire survey: A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. II. Literature Review

Since 2011 there is a phenomenon called "Millet phenomenon". Millet mobile phone shipments in...
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