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1、鄧昀瑤 杜夷 OutlineuIntroduction of XiaomiuAnalysis of the Success of Xiaomi Model 1 :The Marketing Theory of 4 Ps Product Price Promotion Place Model 2 : Marketing Theory of 3 Rs Retention Relation Sales ReferralsuSummary uIntroduction of Xiaomi privately owned Chinese electronics company headquartered
2、in Beijing China. one of Chinas biggest electronics companies that designs, develops, and sells smartphones, mobile apps, and consumer electronics. Date of establishment: 2 0 1 0 April 6 thHistory: 4 yearsTurnover： 3 1 .6 billion rmb（2 0 1 3）Number of employees：about 2 ,6 0 0 employees（2 0 1 3）Marke
3、t value： about 1 0 billion dolars2 0 1 1年9月5日，open the reservation online，over 3 0 0 thousand in a half day1 2月1 8日，MI1 sale online, 5 minutes, 3 0 0 thousand have been sold2 0 1 2年6月2 6日，$ 2 1 6 million investment，market value 4 billion，top investment companies in the world. 1 1月1 9日，MI2 1 0 0 thou
4、sand 2分2 9秒售完， M1 S 3 0 0 thousand 1 2分0 2秒售罄。1 1月2 5日，MI1 S 2 0 0 thousand 1 8分1 2秒售罄。1 1月2 9日，MI2 1 5 0 thousand 1分4 3秒售罄。1 2月2 8日，Mi Phone 2 5 0 thousand 1 6分9秒售罄，MI2 2分5 6秒售罄。2 0 1 3年8月2 3日，new investment，MV 1 0 billion dollars, the 4 th internet company in China(阿里、騰訊、baidu)。 High sales volume
5、High popularity High growth Successful How can xiaomi be successful in 4 years? uAnalysis of the Success of XiaomiModel 1 :The Marketing Theory of 4 Ps ProductThe product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or c
6、onveniences that are part of the offering.Product decisions include aspects such as function, appearance, packaging, service, warranty, etc. PricePricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but
7、also discounts, financing, and other options such as leasing. From 6 9 9 rmb to 2 4 9 9 rmb 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,
8、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 PromotionPromotion decisions are those related to communicating
9、 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 acq
10、uiring them. 1 .High-profile release 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)3 2 .Hungry marketing 1 st reservation 2 nd Tuesday 3 .discount uAnalysis of the Success of XiaomiModel 2 :The Marketing Theory of 3 Rsproduct priceplacepromotion retention referralsrelated salesBased on 4 Ps 顧客保留（Retent
11、ion）。顧客保留是指通過(guò)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 顧客推薦（Referrals）是指老顧客通過(guò)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(ài)，并由此而導(dǎo)致了對(duì)公司產(chǎn)品的品牌忠誠(chéng)。Referrals 相關(guān)銷售（Related Sales)。由于老顧客對(duì)公司的產(chǎn)品建立了信心，因此在新產(chǎn)品銷售的時(shí)候的廣告與推銷費(fèi)用會(huì)大大降低，同時(shí)，老顧客在購(gòu)買公司的新產(chǎn)品時(shí)，對(duì)價(jià)格不是很敏感。因此，相關(guān)銷售的利潤(rùn)率往往比較高。Related Sales summary Highly cost effective Hungry marketing Related sales
MarketingMix小米公司案例分析.ppt
