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摘要成立于2010年4月的小米科技公司在没有大量广告的情况下以不可思议的速度占领着智能手机的市场，小米现象的背后，是移动互联网深层次的巨变，也与小米强大高效的营销体系密不可分。本文将对小米从成立到目前为止推出的产品与举办的活动进行较全面的分析，归纳总结小米粉丝经济的形成因素，揭示出网络营销强大的传播性与互动性，并尝试找出在互联网思文下网络营销的粉丝经济发展方向，为传统行业的互联网转型或准备创新营销的朋友们提供借鉴与参考。30286
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本文研究的重点主要分为三个部分：第一部分是本文的第四章，此章节研究在互联网思文下小米独特的营销方式，并运用相应的理论知识对其成功性进行深入剖析；第二部分是本文的第五章，本章着重介绍在几乎没有广告的情况下小米如何做自媒体，通过何种互联网思文的载体进行高效传播，并从“高效互动、精准定位、创意广告”等方面，结合前一章的营销方式，研究小米通过口碑实现粉丝经济效应形成的机理。
关键词 粉丝经济 自媒体 互联网思文 口碑
毕业论文外文摘要
Title Research on the economic effect fans of Xiaomi mobile marketing
Abstract
Established in April 2010 Xiaomi technology companies in the absence of a lot of advertising with incredible speed occupied the smart phone market, behind the phenomenon of Xiaomi is mobile Internet depth changes, and Xiaomi powerful and efficient marketing system are inseparable. The Xiaomi from inception to now launched products and organized activities were more comprehensive analysis, summarized mi-fans economic formation factors, reveals the network marketing powerful propagation and interaction of, and try to find out in the thinking of the Internet marketing network fans of the direction of economic development, is a traditional industry of Internet transformation or to friends of marketing innovation and provide a reference.
The focus of this paper is pided into three parts: the first part is the fourth chapter of this paper, this chapter in the thinking of the Internet Xiaomi unique marketing methods, and the use of relevant theoretical knowledge of the success of in-depth analysis; the second part is the fifth chapter, this chapter focuses on in almost no advertising in the Xiaomi how to do from the media, through the carrier of which thinking on the Internet for efficient communication, and from the "interaction and high-efficiency, accurate positioning, creative advertising and other aspects, combined with the previous chapter of marketing, of Xiaomi by reputation to achieve economic effect of fans formed mechanism.
Keywords Fans economy We media Internet thinking Word of mouth
目 录
1 绪论 1
1.1 研究背景 1
1.2 研究内容 2
1.3 研究目的和意义 3
2 相关理论综述 4
2.1 粉丝经济 4
2.2 互联网思文 4
2.3 口碑效应 5
2.4 自媒体传播 5
3 小米手机粉丝营销背景分析 6
3.1 我国移动互联网及智能手机行业状况 6
3.2 消费者分析 8
3.3 小米公司发展与产品分析 8
4 小米公司营销模式分析 12