摘 要
由于苹果的饥饿营销引发了一股狂潮，饥饿营销近年来被多次提及，并被广泛使用。小米手机是国内手机营销最成功的。传统营销是根据市场需求生产产品，并通过销售产品来满足客户的需求，当客户处于积极地位。但饥饿营销是不同的，企业处于主动地位，客户被迫接受，这只是反向的经验，激发了更大的客户满意度，心理需求的充分原因，饥饿营销流行。所谓“事要稀”，充分体现了“饥饿营销”的内涵。随着市场竞争压力的日益增大，企业的营销手段也在不断地变化，现在新兴的营销手段——“饥饿营销”正在被越来越多的企业所利用，并且也有很多企业取得了很大的成功。本文以国内“饥饿营销”的成功案例——小米手机为例，通过查阅大量文献资料了解和学习“饥饿营销”的相关理论知识，通过运用相关理论知识对其“饥饿营销”策略进行分析，找出其在“饥饿营销”策略实施过程中存在的问题，并为其“饥饿营销”策略今后的发展提出了一些合理的建议，旨在更好的了解“饥饿营销”如何在实践中的成功运用和运用中所要注意的问题。
关键词： 小米手机，饥饿营销，营销手段
Millet mobile phone hunger marketing strategy analysis
ABSTRACT
Due to apple’s hunger marketing sparked a frenzy, hunger marketing have been mentioned many times in recent years, and widely used. Millet mobile phone is the most successful mobile marketing in China. Traditional marketing is to produce a product according to the market demand, and through the sale of products to meet customer demand, when a customer in a positive position. But hunger marketing is different, the enterprise is in active status, customer was forced to accept, this is just the reverse of experience, has inspired greater customer satisfaction, the psychological demand of sufficient reason, hunger marketing pop. The so-called “to thin”, fully embodies the connotation of “hunger marketing”. Increase with the increasing market competition, the enterprise marketing is in constant change, now emerging marketing – “hunger marketing” is being ，This article with successful cases of domestic “hunger marketing” — millet mobile phone as an example, through consulting a large number of literature to understand and study “hunger marketing” the theory of knowledge, by using relevant theories to analyze the “hunger marketing” strategy, find out the “hunger marketing” strategy problems that exist in the implementation process, and its “hunger marketing” strategy for the future of the development put forward some reasonable Suggestions, aimed at better understanding of “hunger marketing” how to succeed in practice must pay attention to the problems in use and application.
KEYWORDS：Millet mobile phone, hunger marketing, marketing
目 录
1.1 饥饿营销概念综述……………………………………………………………………… 1
1.1.1 饥饿营销…………………………………………………………………………. 1
1.1.2 饥饿营销理论的研究现状………………………………………………… 1
1.2 饥饿营销理论的发展………………………………………………………………….. 2
2 小米手机饥饿营销策略分析…………………………………. 3
2.1 小米公司基本情况……………………………………………………………………… 3
2.1.1 公司简介…………………………………………………………………………. 3
2.1.2 产品介绍…………………………………………………………………………. 3
2.2 小米手机饥饿营销特点分析……………………………………………………….. 3
2.2.1 高性价比争夺市场…………………………………………………………… 3
2.2.2 抓住跟风抢购心理…………………………………………………………… 4
2.2.3 巧用网络宣传品牌…………………………………………………………… 4
2.3 小米手机饥饿营销实施步骤分析………………………………………………… 5
2.3.1 产品发布…………………………………………………………………………. 5
2.3.2 公布上市日期………………………………………………………………….. 5
2.3.3 消费等待…………………………………………………………………………. 5
2.3.4 销售抢购出现全线缺货……………………………………………………. 6
2.4 小米手机饥饿营销效果………………………………………………………………. 6
2.4.1 保证价格长期稳定…………………………………………………………… 6
2.4.2 保证消费者高度关注……………………………………………………….. 6
2.4.3 降低企业库存风险…………………………………………………………… 7
3 小米手机饥饿营销存在问题分析…………………………….. 8
3.1 饥饿营销过度…………………………………………………………………………….. 8
3.2 网络销售渠道不顺畅………………………………………………………………….. 8
3.3 潜在客户流失…………………………………………………………………………….. 9
3.3.1 同行的抢夺……………………………………………………………………… 9
3.3.2 “山寨”产品的抢夺……………………………………………………….. 9
3.4 加速市场衰退期……………………………………………………………………….. 10
4 小米手机饥饿营销改进措施………………………………… 11
4.1 创新产品营销手段…………………………………………………………………….. 11
4.1.1 严格控制饥饿营销力度…………………………………………………… 11
4.1.2 营销手段要根据市场的变化做出快速改变………………………. 11
4.1.3 引入体验式营销…………………………………………………………….. 12
4.2 做好新产品的研发和技术创新………………………………………………….. 12
4.2.1 产品硬件方面研发…………………………………………………………. 12
4.2.2 产品软件方面研发…………………………………………………………. 13
4.2.3 产品设计方面创新…………………………………………………………. 13
4.3 提升产品售后服务及形象建设………………………………………………….. 13
4.3.1 提升产品本身质量…………………………………………………………. 14
4.3.2 提升企业应对公关危机能力…………………………………………… 14
4.3.3 加强售后渠道的建设……………………………………………………… 14
