[饥饿营销对小米手机的影响.docx

本科生毕业论文（ 2017）届论文题目：The Influence of Hunger Marketing on Millet Phone饥饿营销对小米手机的影响学院：外国语学院专业：英语（商务英语）学号：201311700457姓名：指导教师姓名及职称：完成日期： 2016年12月The Influence of Hunger Marketing on Millet Phone饥饿营销对小米手机的影响论文答辩委员会主席: 委员: 饥饿营销对小米手机的影响【摘要】“饥饿营销”是指商品提供者有意调低产量，以期达到调控供求关系、制造供不应求的表面现象，广泛应用于宣传活动上，近几年以智能手机为甚。苹果公司就采用了减少iPhone供给量引发更高的需求以获得更高利润的营销策略。这样的成功经验纷纷被其他手机品牌模仿,然而,却产生不同的效果。显然地,饥饿营销的成功取决于许多条件,即要有强有力的品牌效应及质量来放大价值和提高吸引力，以持续热销为基础，建立起高忠诚度的客户群体。虽然小米手机在饥饿营销方面做出了一定的成绩，但与同样实施此策略的苹果相比，还存在着很多的问题。本文从饥饿营销的定义和原理入手，阐述了饥饿营销策略的基础和特点，分析了小米手机公司市场发展现状以及小米手机在饥饿营销中存在的问题，进而提出了小米手机在饥饿营销中应采取的策略，希望对我国手机营销市场的发展有一定的指导和借鉴作用。【关键词】饥饿营销；小米手机；问题；启示The Influence of Hunger Marketing on Millet Phone[Abstract] “Hunger marketing”, a kind of marketing strategy where the commodity seller deliberate restricts the supply of product to achieve the superficial phenomenon of excess demand, has been applied in many promotion campaigns, especially smart phones in recent years. Apple’s marketing strategy on iPhone reduces the quantity supplied has trigger a higher demand to gain a much higher profit. Such successful experience has been imitated by other phone brands, nevertheless, lead to different consequences. Obviously, to implement the marketing strategy must be implemented certain conditions, The premise of”hungermarketing”is that the brand and quality have enough power, which magnify the value and appeal, lay a foundation for the on-going hot sell, and establish high loyalty of customer group.although the Millet mobile phone have made certain achievements in hunger marketing, the implementation of this strategy compared with Apple, there are a lot of problems. This paper starts from the definition and principle of hunger marketing, expounds the basis and characteristics of hunger marketing strategy, analyzes the development status of mobile phone market Millet and Millet mobile phone in hunger marketing problems, and then put forward the strategy of Millet mobile phone should be taken in hunger marketing, wa