小米是一家少有能够提供整套智能家居解决方案并实现线上线下高度融合发 展的新零售企业。本文通过对新零售背景下小米智能家居进行详细调查分析，并 结合 STP 营销理论以及 4C 营销理论对其营销策略的深入剖析，寻找出小米智能家 居的优劣势以及营销策略方面的成功之处和所面临的挑战，并给出相关建议。希 望为传统零售企业转型新零售提供有价值的信息，为小米智能家居营销策略提供 针对性的建议，促进小米智能家居更好的发展。 本文采用文献资料法、访谈法、案例分析法等方法展开调查研究。了解了小 米智能家居的发展过程、商业模式、优劣势、新零售特点等信息。对小米智能家 居从顾客需求、成本控制、消费者便利以及消费者沟通四个方面的营销策略进行 分析。指出了小米智能家居营销面临的挑战，并对其面临的挑战从渠道建设、市 场宣传、产品品控、产品创新、新技术应用、提高效率等方面提出了针对性的建 议。 本文结合众多企业家和学者对新零售的定义，认为新零售是对传统零售的重 新定义，并总结了新零售的三个特征。第一，新零售在营销理念上更加以消费者 为中心。第二，新零售线上线下加上现代物流实现高度融合发展。第三，新零售 加强新技术应用，注重购物体验。结合小米面临的营销挑战，本文给出了相关建 议。第一，加快线下渠道布局和线下营销宣传。第二，加强小米智能家居宣传， 宣传侧重产品高质量形象。第三，打造创新企业文化，加强产品创新能力。第四， 加强人工智能、大数据等新技术的应用。第五，加强组织管理，打造高效管理平 台。结合小米智能家居新零售案例，本论文认为传统零售企业应从三个方面进行 改进。第一，模仿或者创新，形成自己的定位与商业模式 。第二，以消费者为中 心，建立数字化零售企业，第三，明确价值主张：便利、新颖、物超所值 关键词：新零售，小米，智能家居，营销策略闽江学院硕士学位论文 II Analys is of Marketing Strategy of Xiaomi Smart Home in China under the Background of New Retail Abstract Xiaomi is a new retail company that can provide a complete set of smart home solutions and achieve a high level of online and offline integration. Through the detailed investigation and analysis of Xiaomi smart home in the new retail background, combined with stp marketing thoory and 4c marketing theory to analyze its marketing strategy, this paper find the advantages and disadvantages of Xiaomi smart home and the success and marketing strategy. Challenges and recommendations. I hope to provide valuable information for the transformation of new retail of smart home retail enterprises, provide targeted advice for Xiaomi smart home marketing strategy, and promote the better development of Xiaomi smart home. This paper uses literature methods, interview methods, case analysis methods and other methods to conduct research. Understand the development process, business model, advantages and disadvantages, new retail features and other information of Xiaomi smart home. Analyze the marketing strategy of Xiaomi Smart Home from four aspects: customer demand, cost control, consumer convenience and consumer communication. Pointed out the challenges faced by Xiaomi's smart home marketing, and put forward targeted suggestions for channel construction, market promotion, product quality control, product innovation, new technology application, and efficiency improvement. Based on the definition of new retail by many entrepreneurs and scholars, this paper considers that new retail is a redefinition of traditional retail, and summarizes three characteristics of new retail. First, the new retail is more consumer centered in marketing concept. Second, the new retail online and offline plus modern logistics to achieve a highly integrated development. Third, new retail strengthens the application of new technologies and focuses on shopping experience. Combined with the marketing challenges Xiaomi faces, this paper gives some suggestions. First, accelerate the offline channel layout and offline marketing publicity. Second, strengthen the publicity of Xiaomi smart home, focusing on the high-quality image of products. Third, we need to create an innovative corporate culture and strengthen the ability of product innovation. Fourth, strengthen the application of artificial intelligence, big data and other new technologies. Fifth, strengthen organizational management and build an efficient management platform. Combined with the case of Xiaomi smart home new retail, this paper believes that traditional retail enterprises should be improved from three aspects. First, imitate or innovate to form their own positioning and business model. Second, build a digital retail enterprise with consumers as the center. Third, make clear the value新零售背景下小米智能家居中国营销策略分析 III proposition: convenience, novelty and value for money. Keyword: new retail, millet, smart home, marketing strategy新零售背景下小米智能家居中国营销策略分析 1 目录 摘要..................................................................................................................................I Abstract...................................................................................................................II 第一章 绪论.................................................................................................................4 1.1 研究背景与研究意义................................................................................ 4 1.1.1 研究背景...........................................................................................4 1.1.2 研究意义...........................................................................................6 1.2 国内外研究现状..........................................................................................7 1.2.1 国外研究现状................................................................................. 7 1.2.2 国内研究现状................................................................................. 8 1.3 研究方法与研究内容..............................................................................11 1.3.1 研究方法........................................................................................ 11 1.3.2 研究内容........................................................................................ 12 第二章 相关理论及概念....................................................................................... 13 2.1 PEST 分析理论..........................................................................................13 2.2 SWOT 分析理论..........................................................................................13 2.3 4C 营销组合理论.....................................................................................14 2.4 新零售概念................................................................................................15 第三章 小米公司营销环境分析.........................................................................17 3.1 小米公司的概况及发展........................................................................17 3.2 小米新零售五大特点.............................................................................20 3.3 智能家居行业营销宏观环境分析......................................................22 3.3.1 政治环境因素...............................................................................22 3.3.2 经济环境因素..............................................................................23 3.3.3 社会文化环境因素.....................................................................24 3.3.4 技术环境因素..............................................................................26 3.4 小米智能家居的 SWOT 分析.................................................................27 3.4.1 小米智能家居的优势.................................................................27 3.4.2 小米智能家居的劣势................................................................29闽江学院硕士学位论文 2 3.4.3 小米智能家居的机会.................................................................31 3.4.4 小米智能家居的威胁.................................................................31 第四章 新零售背景下小米智能家居现有营销策略分析.......................... 33 4.1 满足客户需求策略..................................................................................34 4.1.1 产品性价比高，可满足用户对品质和价格的要求........34 4.1.2 产品品种齐全，满足不同客户对智能家居需求.............37 4.2 成本控制策略............................................................................................38 4.2.1 爆款战略保证销量，规模化生产控制成本.......................39 4.2.2 没有中间商赚差价，渠道成本较低.....................................40 4.2.3 依靠口碑传播、新媒体传播，销售费用较低.................. 42 4.3 满足消费者便利性策略......................................................................... 43 4.3.1 优化线上线下全渠道，顾客购买更便利............................43 4.3.2 注重用户体验，产品功能设计简单易懂............................45 4.3.3 完善的售前售后服务.................................................................45 4.4 小米智能家居与消费者的沟通策略..................................................47 4.4.1 充分运用微博、微信等新媒体宣传平台............................47 4.4.2 明星代言，提升品牌形象........................................................48 4.4.3 构建线下“米粉圈”，与消费者零距离互动.................. 49 第五章 新零售背景下小米智能家居营销策略面临的问题及建议........50 5.1 新零售背景下小米智能家居营销策略面临的问题.....................50 5.1.1 线下购买渠道较窄，与消费者宣传互动少......................50 5.1.2 部分消费者对小米智能家居认知存在一定偏差.............51 5.1.3 消费者对小米智能家居产品品质和创新期望过高........52 5.1.4 人工智能、大数据等新技术不够成熟................................ 53 5.2 新零售背景下小米智能家居实施营销策略的建议......................54 5.2.1 加快线下渠道布局以及线下营销宣传................................ 54 5.2.2 加强消费者对小米高品质印象以及小米智能家居宣传 55 5.2.3 加强产品创新能力，打造更多智能家居好产品..............55 5.2.4 加强大数据、人工智能等技术的应用................................ 56新零售背景下小米智能家居中国营销策略分析 3 5.2.5 避免大企业病，打造高效管理平台.....................................57 第六章 新零售背景下传统零售企业实施营销策略的启示......................59 6.1 模仿或者创新，形成自己的定位与商业模式............................... 59 6.2 以消费者为中心，建立数字化零售企业.........................................60 6.3 明确价值主张：便利、新颖、物超所值.........................................61 结论...............................................................................................................................63