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目 录
第 1 章 绪 论 .....................................................................................................................................1
1.1 研究背景与意义.........................................................................................................................1
1.1.1 研究背景..........................................................................................................................1
1.1.2 研究意义..........................................................................................................................1
1.2 文献综述 ....................................................................................................................................2
1.2.1 国内研究..........................................................................................................................2
1.2.2 国外研究..........................................................................................................................2
1.3 课题研究的方法与内容.............................................................................................................3
1.3.1 研究的方法......................................................................................................................3
1.3.2 研究的内容......................................................................................................................4
第 2 章 理论综述....................................................................................................................................5
2.1 网络营销概念.............................................................................................................................5
2.2 4P 营销理论.................................................................................................................................5
第 3 章 小米科技公司概况....................................................................................................................6
3.1 小米手机公司简介.....................................................................................................................6
3.2 小米科技公司 4P 营销应用现状...............................................................................................6
第 4 章 小米科技公司 4P 营销策略的应用现状调查 ..........................................................................7
4.1 研究方法 ....................................................................................................................................7
4.2 问卷编制说明.............................................................................................................................7
4.3 数据收集 ....................................................................................................................................7
4.4 数据分析 ....................................................................................................................................8
第 5 章 小米科技公司 4P 营销应用存在的问题分析 ........................................................................12
5.1 部分产品性能差.......................................................................................................................12
5.2 部分产品价格过高...................................................................................................................12
5.3 销售渠道过于单一...................................................................................................................13
5.4 宣传效果不佳...........................................................................................................................13
第 6 章 优化小米科技公司的营销策略..............................................................................................15
6.1 提升产品性能...........................................................................................................................15
6.2 适当降低产品价格...................................................................................................................15
6.3 销售渠道由单一化转向多元化...............................................................................................16
6.4 提升宣传效果...........................................................................................................................16
第 7 章 总结 .........................................................................................................................................18
参考文献: .............................................................................................................................................19
致谢 .........................................................................................................................................................20
附录 .........................................................................................................................................................21