小米案例分析英文版MIUI分析解析教程文件.ppt

小米案例分析英文版MIUI分析解析Main productsThree business手机MIUI米聊M chat（米聊）is a mobile terminal free instant messaging tools produced by Xiaomi.MIUI is a customized Android mobile phone operating system made by Xiaomi.Xiaomi Smartphone is designed for enthusiast mobile phone fans with high-performance.Analysis of Xiaomi Network MarketinguEnvironment of smart phone market in ChinauTarget marketuProduct PositioninguSales channelsEnvironment of smart phone market in ChinaMarket is huge.Chinese consumers like high quality and inexpensive.Price of some one thousand yuan highly cost-effective mobile phone will occupy the lions share of the Chinese smartphone consumer market.Xiaomi Smartphone is a high-performance smart phone.Target marketPeople who has habits of shopping online and getting information from the networkPrice-sensitive middle-income groupWeb promotionMarketing StrategySales channelsProduct PositioningProduct PositioningpositioningEnthusiasts mobile phoneLow priceXiaomis strategic advantage:the most affordable high-end smartphonesSales channelsOnline Sales:B2C e-commerce sales为企业提供销售渠道同时具有调查、服务、咨询一体的特点；在线销售减少了中间环节对利润的削减，直接降低了产品价格。Marketing StrategyWord of mouth marketingEvent marketingLeis effectMicroblogging marketingCommunity and forums Word of mouth marketingXiaomi Smartphone has attracted peoples attention by its excellent configuration and low price because more and more users care about the performance-to-price ratio.In the meantime,loyal users of Xiaomi Smartphone have increased and have left great influence on other people.Its high performance-to-price ratio is favored by people,this kind of marketing makes it succeed and lays basis for the online sales afterwards.The event marketing Selling engineering machine Leis effectHyping all kings of topics1.Can engineering machine be sold?Selling engineering machine is a great innovation of Xiaomi Smartphone.It has done enough propaganda for mobile hardware advantage in early period,and the company sells engineering machine at a price lower than 300 RMB.The behavior has got medias attention and the company has got valuable advice and suggestion to make improvement.2.Hyping“the quality gate”Xiaomi Smartphone sinks into“the quality gate”after appearing on the market 20 daysIt has arisen problems such as buttons are inflexible and paint peels off.As the company has promised to make quality improvement and shoulder the responsibility of aftersales construction.Then“the quality gate”has subsided.Fortunately,the users still have confidence on Xiaomi Smartphone and it has won good reputation.3.Does Xiaomi Smartphone come from stealing?Recently,the rumors of Xiaomi Smartphone coming from stealing always appears.For these rumors,Xiaomi Smartphone has no official clarification.It paints Xiaomi Smartphone into a layer of mysterious color.It is another perfect marketing!Leis effectLei Juns influence reputation successfully grafted onto Xiaomi Smartpone.After this top figure of Chinese Internet kept silent for nearly two years,Lei appeared once again on the media with his phone.All of people began to talk about him and his Xiaomi smartphone.This is the celebrity effect!Lei JunThe CEO of XiaomiMicroblogging marketingUsing new information and communication tool,microblogging,to propagate Xiaomi SmartphoneRegard microblogging as a carrier to enhance user stickiness!Community and forumspCommunicate with using experience pPublish the information of XiaomipOrganize activitiesto enhance user stickiness,and train a large number of loyal users of Xiaomi.Scarcity sellsThe most successful part is Xiaomis scarcity sell!信息半遮半露小米发售工程机时，没有资格参与活动的米粉们憋足了劲等待着9月5号的预定。而且规定9月5号需要500积分的米粉才有资格预定。宁可信其有不可信其无，小米论坛里刷米的人都闹翻了天。More difficult,more valuable!Xiaomis marketing strategy is very like Apples.Apple always covers half of the information and exposes another half to the media to catch peoples eye.Xiaomi does the same.Thank you!此课件下载可自行编辑修改，仅供参考！此课件下载可自行编辑修改，仅供参考！感谢您的支持，我们努力做得更好！谢谢感谢您的支持，我们努力做得更好！谢谢