marketingmix小米公司案例分析課件

1、marketingmix小米公司案例分析鄧昀瑤鄧昀瑤 杜夷杜夷marketingmix小米公司案例分析OutlineuIntroduction of XiaomiuAnalysis of the Success of Xiaomi Model 1:The Marketing Theory of 4Ps Product Price Promotion Place Model 2: Marketing Theory of 3Rs Retention Relation Sales ReferralsuSummarymarketingmix小米公司案例分析uIntroduction of Xiaomi

2、 privately owned Chinese electronics company headquartered in Beijing China. one of Chinas biggest electronics companies that designs, develops, and sells smartphones, mobile apps, and consumer electronics. marketingmix小米公司案例分析Date of establishment: 2010 April 6thHistory: 4 yearsTurnover： 31.6 billi

3、on rmb（2013）Number of employees：about 2,600 employees（2013）Market value： about 10 billion dolars2011年9月5日，open the reservation online，over 300 thousand in a half day12月18日，MI1 sale online, 5 minutes, 300thousand have been sold2012年6月26日，$216million investment，market value 4billion，top investment com

4、panies in the world.11月19日，MI2 100 thousand 2分29秒售完， M1S 300 thousand 12分02秒售罄。11月25日，MI1S 200 thousand 18分12秒售罄。11月29日，MI2 150 thousand 1分43秒售罄。12月28日，Mi Phone 250 thousand 16分9秒售罄，MI2 2分56秒售罄。2013年8月23日，new investment，MV 10billion dollars, the 4th internet company in China(阿里、騰訊、baidu)。marketingmi

5、x小米公司案例分析marketingmix小米公司案例分析 High sales volume High popularity High growth Successfulmarketingmix小米公司案例分析How can xiaomi be successful in 4 years?marketingmix小米公司案例分析uAnalysis of the Success of XiaomiModel 1:The Marketing Theory of 4Psmarketingmix小米公司案例分析ProductThe product is the physical product or

6、 service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.marketingmix小米公司案例分析marketingmix小米公司案例分析marketingmix小米公司案

7、例分析marketingmix小米公司案例分析marketingmix小米公司案例分析marketingmix小米公司案例分析PricePricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.From 699 rmb to 2

8、499 rmbmarketingmix小米公司案例分析marketingmix小米公司案例分析marketingmix小米公司案例分析marketingmix小米公司案例分析PlacePlace (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logis

9、tical, and facilitating functions.Distribution decisions include market coverage, channel member selection, logistics, and levels of service.marketingmix小米公司案例分析Sales onlineNo physical shopLess marketing cost Less administration expenseQuick deliverymarketingmix小米公司案例分析PromotionPromotion decisions a

10、re those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional cu

11、stomers are worth the cost of acquiring them.marketingmix小米公司案例分析1.High-pro 9月5日，小米科技在國(guó)家會(huì)議中心舉行發(fā)布會(huì)。會(huì)上發(fā)布了迄今為止世界頂級(jí)四核手機(jī)小米手機(jī)3marketingmix小米公司案例分析2.Hungry marketing 1st reservation 2nd Tuesday marketingmix小米公司案例分析3.discountmarketingmix小米公司案例分析uAnalysis of the Success of XiaomiModel 2:The Marketing Theory

12、of 3Rsproductpriceplacepromotionretentionreferralsrelated salesBased on 4Psmarketingmix小米公司案例分析顧客保留（Retention）。顧客保留是指通過持續(xù)地、積極地與顧客建立長(zhǎng)期關(guān)系以維持和與保留現(xiàn)有顧客，并取得穩(wěn)定收入。Retention marketingmix小米公司案例分析顧客推薦（Referrals）是指老顧客通過對(duì)產(chǎn)品的了解和使用以及和其它產(chǎn)品的對(duì)比，對(duì)公司產(chǎn)品產(chǎn)生了發(fā)自內(nèi)心的喜愛，并由此而導(dǎo)致了對(duì)公司產(chǎn)品的品牌忠誠(chéng)。Referralsmarketingmix小米公司案例分析相關(guān)銷售（Related Sales)。由于老顧客對(duì)公司