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摘要随着经济发展，人们生活水平的提高，消费能力的不断提高，手机已悄然从当年奢侈品演变成了如今的“日常必需品”。面对着国内手机市场的不断饱和，曾经的“蓝海”宛然成为了一个“红海”。寻求逃离“红海”，找寻新的“蓝海”，成为了当今手机企业不断发展壮大的首选道路。而进军国际市场，开拓国际市场，开展国际营销，则是这么一条康庄大路。45460
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本文以当下在中国发展势头迅猛的手机企业——北京小米科技有限责任公司（下称小米公司），作为研究对象，结合竞争对手的现状和国际营销的相关营销策略，对小米公司采取SWOT分析发现该公司在国际营销中存在的问题。包括专利的缺乏，渠道的不完善，品牌影响力不足，利润过分依赖硬件。针对上述问题提出如下建议：加大专利申请和研发力量；拓宽渠道；进行品牌建设，增强品牌的国际影响力；注重手机设计，寻找新的利润点。
毕业论文关键词：小米手机；手机市场；国际营销；营销策略；
Abstract
With the economic develop,people's living standards improve, and constantly improve the spending power, the Mobil phone has quietly evolved into a luxury goods from the time today's "daily necessities". Facing constant saturation of the domestic mobile phone market, once the "Blue Ocean" become a "Red Sea". Seeking to escape the "Red Sea", to find a new "Blue ocean", has become the first choice for the Mobile phone companies continue to thrive. And enter the international market, international markets, international marketing, it will be the best road .
In this paper, the current momentum of rapid development in China's mobile phone companies - Beijing millet Technology Co., Ltd. (hereinafter referred to as millet company), as the research object, combined with related marketing strategies of competitors status and international marketing of millet companies to adopt SWOT analysis The company's presence in the international marketing problems. Including patent lack of imperfect channels, lack of brand influence, over-reliance on hardware profits. The following recommendations to address the problem: increasing patent applications and research and development efforts; broaden the channels; brand building, enhance the brand's international influence; emphasis phone design, looking for new profit point.
Key words：Millet phone；The mobile phone market；International Marketing；Marketing Strategy；Tactics
目 录
摘 要 1
Abstract 2
1.导论 4
1.1研究背景 4
1.2研究意义 5
1.3研究内容及方法 6
2．理论综述 6
2.1市场营销理论的发展 7
2.2国际营销理论 8
3.小米公司的国际营销环境分析 8
3.1外部环境分析 8
3.2内部环境分析 12
3.3小米公司SWTO分析 14
4.小米公司国际营销策略评析 15
4.1小米公司国际营销策略评价 15
4.2营销策略制定 18
5.小米公司国际市场营销策略实施建议 20
5.1加大专利申请和研发力量 20
5.2拓宽渠道 20
5.3进行品牌建设，增强品牌影响力 21
5.4注重手机设计，寻找新的利润点 21
参考文献 22
致 谢 23
北京小米科技有限责任公司的国际营销策略研究
1.导论