摘 要

Abstract…………………………………………………………………………………………...…………

1绪论…………………………………………………………….………………………………………1

1.1研究背景…………………………..............................................……………1

1.2研究目的及意义………………………....………………………………………………1

2小米手机和苹果手机简介…………………………….………………………………………3

2.1小米手机简介………………..............................................……………3

2.2苹果手机简介…………………………………………………………………………4

3小米手机营销策略4P分析………………………………………………………………………………5

3.1价格策略……............………………………………………………………………5

3.1.1尾数定价…………........................................................………………………………………5

3.1.2招徕定价....................................................................................................................................5

3.1.3渗透定价....................................................................................................................................5

3.2产品策略….........………………………………………………………………………6

3.2.1产品组合……………........................................................……………………………………6

3.2.2产品生命周期............................................................................................................................6

3.2.3包装与包装策略........................................................................................................................7

3.3渠道策略...............................................................................................................................................8

3.4促销策略...............................................................................................................................................9

3.4.1广告策略....................................................................................................................................9

3.4.2公关关系策略..........................................................................................................................10

4苹果手机营销策略4P分析…...................………………………………………………13

4.1价格策略…….............………………………………………………………………13

4.1.1声望定价………………........................................................………………………………13

4.1.2差别定价..................................................................................................................................13

4.1.3撇脂定价.................................................................................................................................13

4.2产品策略………...............…………………………………………………………………14

4.2.1 产品设计策略…........……........................................………………………………………14

4.2.2包装策略..................................................................................................................................15

4.2.3品牌策略..................................................................................................................................15

4.3渠道策略...............................................................................................................................................16

4.4促销策略...............................................................................................................................................16

4.4.1广告策略..................................................................................................................................17

4.4.2公关关系策略..........................................................................................................................17

5小米和苹果手机营销策略比较..................................................................................................................20

5.1价格策略.............................................................................................................................................20

5.2产品策略.............................................................................................................................................20

5.3渠道策略.............................................................................................................................................21

5.4促销策略.............................................................................................................................................21

结论：苹果手机对小米手机的启示………………………………………………………………23

致谢…………………………………………………………………………………………………………25

参考文献…………………………………………....………………………………………………………26

1绪论

1.1研究背景