I 摘要 由于移动互联网的普及，顾客的行为数据更便于收集，使得原先PC时代的 营销理念和传播方式发生了巨大的改变，原有的单向的以展示为特征的营销传 播理论已经不能满足现代企业营销传播的需要。于是，一种新型的营销传播理论 ——互动式整合营销传播就得以出现和发展。互动式整合营销传播作为一种新 型的营销传播理论，通过整合企业内部资源和外部优质媒体资源为企业提供一 体化的营销解决方案，从而使企业开展个性化的营销传播。本文致力于如何基于 互动式IMC理论来制定小米手机的个性化营销管理策略。本论文的研究范围主 要包括小米手机及其主要利害关系者，包括小米公司的股东、员工、供应商、经 销商、顾客、合作媒体。 上个世纪90年代，整合营销传播相关的理论起源于美国，该理论的核心要 义是主张系统化整合各种营销媒介，致力于品牌的塑造、呵护以及传播，通过品 牌来与顾客建立持久的联系，提升企业的品牌价值以及顾客对品牌的信任度，品 牌就是最好的营销，通过建立可信赖的品牌来帮助企业实现可持续发展。 本文借鉴国内外互动整合营销传播相关理论，总结了小米手机营销传播方 面的现状，在互动整合营销传播理论研究的基础上，研究了小米手机在实践中运 用互动整合营销传播理论方面的情况和存在的问题，并提出了相应的改进策略 和推进思路，帮助企业提升产品知名度，维护好跟各利害关系者的关系，从而增 加企业的市场竞争力。本文先是提出了研究问题和框架，系统回顾了有关互动 IMC的理论，在对互动整合营销传播的内容进行综述之后，对小米手机的整合 营销传播策略现状进行了系统分析，构建了基于互动式整合营销传播的小米手 机营销策略框架，通过对小米手机案例的探讨，得出了小米手机的互动整合营销 传播策略的优化方案，并且给出了该策略在实践中的实施方案。 关键词：小米手机；互动整合营销传播；利害关系者；互动传播媒体；营销传播 管理者 Abstract II Abstract Due to the rise and popularization of mobile Internet, consumer behavior data are more convenient to collect. It has made the marketing concept and communication mode of the original PC era change dramatically. The previous unidirectional marketing communications theory characterized by exhibition can not meet the needs of modern enterprise .Therefore, it is necessary to develop a new type of marketing communication theory—interactive integrated marketing communication. As a new type of marketing communication theory, it provides integrated marketing solutions for enterprises by integrating internal resources and external high-quality media resources, so as to meet the personalized marketing communication needs of enterprises. The main research question of this study is how to build a personalized marketing management strategy of Xiaomi’s mobile phone on the basis of interactive IMC theory. The research objects of this paper mainly includes Xiaomi and her main stakeholders, including shareholders, employees, suppliers, distributors, consumers and cooperative media. The theory of integrated marketing communications was originated in the United States in 1990’ s, and the core of the theory is to advocate the systematic integration of various marketing media and to focus on brand building, maintenance and communication. The company can establish lasting connection with consumers, enhance the brand value of enterprises and customers’ credibility to the band. Establishing brand credibility is the best way of marketing, which can help enterprises achieve sustainable development. On the strength of related interactive IMC theories both home and abroad and the successful operation experience of Xiaomi’s mobile phone, this paper studies the successful experience and existing problems of Xiaomi’s mobile phone in the application of interactive integrated marketing communications theory in practice, and puts forward corresponding improvement strategies and promotion ideas to help enterprises improve brand awareness, so as to increase the market competitiveness of enterprises. At first, this paper puts forward the research questions and the framework, Abstract III and then systematically reviews the relevant theories of interactive IMC. After summarizing the content of interactive integrated marketing communications, this thesis analyzes the current situation of IMC strategy of Xiaomi’s mobile phone, and constructs a framework of Xiaomi’s mobile phone marketing strategy based on interactive integrated marketing communications theory. Through the case study of Xiaomi’s mobile phone, this thesis concludes the optimization scheme of interactive IMC strategy of Xiaomi’s mobile phone and puts forward the promotion ideas of this strategy in practice. Keywords: Xiaomi’s Mobile Phone; Interactive Integrated Marketing Communications; Stakeholders; Interactive Communication Media; Marketing Communication Manager. 目录 IV 目录 第一章 导论 ..............................................................................................1 第一节 研究背景与目的 .......................................................................................... 1 一、研究背景 ........................................................................................................................ 1 二、研究意义 ........................................................................................................................ 2 三、研究问题的提出 ............................................................................................................ 3 第二节 研究范围及方法 ........................................................................................ 4 一、研究对象 ........................................................................................................................ 4 二、研究范围 ........................................................................................................................ 4 三、研究方法 ........................................................................................................................ 4 第三节 研究内容与研究框架 .................................................................................. 5 一、研究内容 ........................................................................................................................ 5 二、流程框架 ........................................................................................................................ 6 三、逻辑框架 ........................................................................................................................ 6 第二章 相关概念和理论综述 ..................................................................7 第一节 智能手机 ...................................................................................................... 7 一、智能手机的概念 ............................................................................................................ 7 二、智能手机发展史 ............................................................................................................ 8 三、智能手机营销研究现状 ................................................................................................ 9 第二节 互动式整合营销传播 ................................................................................ 10 一、整合营销传播理论 ...................................................................................................... 10 二、利害关系者理论 .......................................................................................................... 12 三、互动式整合营销传播 .................................................................................................. 14 第三节 互动式整合营销传播策略的发展历程 .................................................. 18 一、传统营销策略 .............................................................................................................. 18 二、整合营销传播策略 ...................................................................................................... 19 三、互动式整合营销传播策略 .......................................................................................... 19 第三章 小米手机的整合营销传播环境与问题 ................................... 21 目录 V 第一节 小米手机的营销环境分析 ...................................................................... 21 一、小米手机的竞争环境 .......................