marketingmix小米公司案例分析.ppt
邓昀瑶 杜夷,Outline,Introduction of XiaomiAnalysis of the Success of XiaomiModel 1:The Marketing Theory of 4PsProductPricePromotionPlaceModel 2:Marketing Theory of 3RsRetentionRelation SalesReferralsSummary,Introduction of Xiaomi,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.,2011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 sold,2012年6月26日，$216million investment，market value 4billion，top investment companies 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、腾讯、baidu)。,High sales volumeHigh popularityHigh growthSuccessful,How can xiaomi be successful in 4 years?,Analysis of the Success of XiaomiModel 1:The Marketing Theory of 4Ps,Product,The product is the physical product or 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.,Price,Pricing 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 2499 rmb,Place,Place(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,logistical,and facilitating functions.Distribution decisions include market coverage,channel member selection,logistics,and levels of service.,Sales onlineNo physical shopLess marketing cost Less administration expenseQuick delivery,Promotion,Promotion decisions are 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 customers are worth the cost of acquiring them.,1.High-profile release 9月5日，小米科技在国家会议中心举行发布会。会上发布了迄今为止世界顶级四核手机小米手机3,2.Hungry marketing,1st reservation 2nd Tuesday,3.discount,Analysis of the Success of XiaomiModel 2:The Marketing Theory of 3Rs,Based on 4Ps,顾客保留（Retention）。顾客保留是指通过持续地、积极地与顾客建立长期关系以维持和与保留现有顾客，并取得稳定收入。,Retention,顾客推荐（Referrals）是指老顾客通过对产品的了解和使用以及和其它产品的对比，对公司产品产生了发自内心的喜爱，并由此而导致了对公司产品的品牌忠诚。,Referrals,相关销售（Related Sales)。由于老顾客对公司的产品建立了信心，因此在新产品销售的时候的广告与推销费用会大大降低，同时，老顾客在购买公司的新产品时，对价格不是很敏感。因此，相关销售的利润率往往比较高。,Related Sales,summary,Highly cost effectiveHungry marketingRelated sales,
