摘要以小米为领军的互联网企业的迅速崛起,对传统的IT厂商造成巨大的冲击,并在2013年到2014的两年间占领中国市场第一的宝座。但在2015年以来,由于传统厂商快速适应市场变化以及逐步完成自身转型,以华为为首的企业终于在2015年重夺国产智能手机第一的宝座,而互联网手机品牌相关企业则遭遇瓶颈。50156
本文采用理论分析与实证分析的方式,通过问卷调查分析互联网手机品牌发展现状,采用五力模型与SWOT分析方法相结合的方式,分析以小米为例的互联网手机品牌的优劣势,并为其今后的发展提供建议与对策。
毕业论文关键词:互联网手机品牌;小米公司手机;问卷调查;现状及对策
Analysis of the current Situation and future Strategy of Internet phone companies——In case of MIUI
Abstract
The sharp rise of Internet phone companies which leaded by MIUI was a big strike to traditional IT companies. Between the year of 2013 and 2014, the Internet phone companies took charge of the domestic market. However, since the year of 2015, traditional companies have being adapted to the charge of market to realize the transformation of themselves. For example, traditional campanies which leaded by HUAWEI became the first in the mark of smart phone in 2015. At the same time, some Internet phone companies faced some bottle-neck issues.
In this paper, positive analysis and empirical analysis of the way through the development status of Internet phone brand survey analysis, using five forces model and SWOT analysis method combination, MIUI Case Analysis Internet phone brand strengths and weaknesses, and its future development to provide advice and countermeasures.
Key Words: Brand of Internet phone; Phones of MIUI; Questionnaire; Status and Countermeasure
目 录
摘 要 I
Abstract II
目 录 III
一 绪论 1
(一)研究背景与意义 1
(二)研究方法 2
(三)研究思路与结构 2
二 互联网手机品牌综述——以小米为例 4
(一)小米公司互联网手机 4
(二)小米4C营销策略简析 5
三 以小米为例的互联网手机品牌发展现状分析 7
(一)国产手机使用及购买意向调查 7
(二)以小米为例互联网企业的五力模型分析 12
(三)以小米为例基于SWOT分析互联网手机品牌 18
(四)互联网手机品牌的主要缺陷——以小米为例 21
四 互联网手机品牌发展建议 23
(一)性价比向品质比升级 23
(二)采用多品牌战略 23
(三)放弃自主硬件开发,转向合作开发战略 23
(四)拓展线下渠道,加快专营店建设 23
(五)注重老顾客的维护,加快移动互联网化进程 23
五 总结 24
参考文献 25