深度解读小米营销策略组合

已经发生的未来:小米启示录

——深度解读小米营销策略组合

《三体》有句名言:“消灭你,和你无关。”对于华为人来说,套用这句话就是:“学习小米,和小米无关。”这同时也意味着,小米模式的意义已经超越了小米成败本身。2011年,华为成立消费者业务部开始做手机,并上升为企业的战略。人们注意到任正非也开始走到公众视野面前。他一方面不屑于雷军“互联网+思维”让猪飞起来的理论,一方面却在亚博app官网内部说:“我们要向小米学什么?学习营销模式。”相比于已经功成名就的华为,雷军更像是在打着一套述踪拳。被大佬俯身盯上,是小米创举之伟大的折射,也是它的不幸。雷军在推崇《三体》“降维打击”的同时,却无奈于其中还有一句谶语:“不要回答,不要回答,不要回答。”那么,华为到底要向小米学习什么?小米在华为的“强压”下奋力突围,其乱中有道的逻辑又是什么?小米模式为何被称为中国营销的“另一极”?其创新对于营销未来有何启发?我们特约专家将给予持续、跟踪解读。

与传统企业相比,小米开创了营销方法上的新局面。雷军提出的风口论、七字诀具有跨时代意义,也一举开创了阶段性的经营模式。毫无疑问,小米亚博app官网是利用互联网+渠道推动了营销高峰,其粉丝数量和亚博app官网销售业绩都说明了其营销策略的成功。

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解密“小米模式”:轻连接、活链接、心联结

小米以互联网+为主要载体,以粉丝策略为核心,以全渠道为依托,打造出了“高效率、低成本”的营销模式,形成了小米的独门武功。从发展的过程来看,其经过了三个核心策略阶段,先后实现了销售亚博app官网、社群建设和品牌传播营销目的。

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“小米模式”的推广意义:传统营销模式的升级

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小米商城依托小米亚博app官网亚博app官网系和小米生态链亚博app官网系的天然优势,打造了一个爆品电商平台,上线的每一个亚博app官网都经过仔细打磨,以小米手机为亚博app官网主线路,覆盖各类配件亚博app官网及周边饰品。而由生态链企业供货的智能家居,生活用品等也都以小米风格为主,整体形成了简约、高质感、高性价比的亚博app官网特色。

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