英文文献小米电话的进展看市场营销.docx

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