基于4C理论分析小米手机的产品策略.doc

基于4C理论分析小米手机的产品策略 摘要 随着信息时代的高速发展，手机日渐普及，中国手机市场的竞争越来越激烈。小米手机是我国近几年才发展的一个手机品牌，它在短时间内取得了巨大份额的手机市场引发了手机行业的巨大反响。本文通过4C理论、竞争理论和产品等相关理论以小米手机的产品策略为研究对象，首先分析了小米手机的市场竞争环境，对手机行业的发展现状做了一个阐述并预测了手机行业的发展趋势。然后对小米手机现有产品策略进行分析，总结出小米手机产品策略的优势和不足之处。最后运用4C理论结合小米企业的实际情况对小米存在的问题提出了改善的策略。希望对小米公司今后的发展有所帮助，同时也希望国内其他手机公司可以扬长避短。 关键词：小米手机； 产品策略；4C理论；竞争理论 THE PRODUCT STRATEGY OF XIAOMI MOBILE PHONE BASED ON 4C THEORY ABSTRACT With the rapid development of the information age, the mobile phone is becoming more and more popular, and the competition of the mobile phone market is becoming fiercer and fiercer.Xiaomi phone is a mobile phone brand in recent years, the development of a mobile phone market in a short time, it has caused tremendous repercussions in the mobile phone industry.The 4C theory, competition theory and products through the relevant theory to xiaomi mobile phone product strategy as the research object. Firstly, it analyzes the xiaomi mobile phone market competition environment, explain and predict the development trend of mobile phone industry the development status of the mobile phone industry.Then analyze the existing product strategy of xiaomi mobile phone, summarize the advantages and disadvantages of millet mobile phone product strategy. At last, the paper puts forward the improvement strategy for the problem of xiaomi by using 4C theory.I hope the xiaomi company can help the future development, but also hope that other domestic mobile phone companies can avoid weaknesses. Keywords: xiaomi mobile phone; product strategy; 4C theory; competition theory 目 录 1 绪论 ........................................................1 1.1研究的背景..................................................1 1.2研究的目的和意义............................................1 1.2.1研究目的..............................................1 1.2.2研究意义.....................