小米調(diào)查報(bào)告

Milletphonesurvey

SurveyBackground:

Atpresent,China'smobilephoneindustryintherapiddevelopmentofrelyingonthemarket,continuedtomaintainarapidgrowthmomentumofdevelopment.ThemobilephoneoperatorsarealsostronglyAsforthephoneinnovation,thepursuitofamoredistinctive,sothatinacompetitivemarketadvantagein.Atthistimethesmartphonetrendofthetimesandcomeout.GoogleAndroidsystemHTC,Apple'sIOSsystemsuddenlyswepttheglobe.IntheChinesemarket,thefirststrongchallengetothethroneofNokia'smarketshare.

Theeraofprogress,socialdevelopment.Thenyouhavetodonotwanttofallbehindinnovation,wemustkeepupthepaceofthetimes.Domesticmobilephonehasmademassbreakthrough,butthesystem,quality,marketing,publicityandsocannotkeepforeignbrands,theadvantagetooccupythemarketshareoftheweak.DomesticMeizuadapttothetimespresentedinfrontofconsumers,sothatallofthedomesticmobilephoneoperatorshavereferenceexample.Thentoday,Beijingmillettechnologycompanytoamoreimpactfulmilletphone.Reservationsonlyhavethreehundredthousandusers.Milletphoneundeniablepropagandaisinplace,verysuccessful.

Butsuccessdoesnotrepresentitstruesuccess.Intruesalestartdate,avarietyofproblemsmilletphoneoutontheshow.Onthisbasis,inavarietyofchannelsfrommilletphonemarketing,benefits,products,inventoryonmultipleaspectsofthedatacollection,andtoensuretheimplementationoftheoperationsimplicityandobjectivity,lastcarriedoutadetailedanalysisofthequestionnaire,whichMilletphonemoredetailedmarketresearchanalysis.

Surveyobject:collegestudents

Surveymethod:toschoolstudentswererandomlyquestionnairesanduniformcollectionofdata,theconsolidationtoensuretheaccuracyandvalidityofthedata;

SurveyTime:December1,2015-December12surveycontent:Inordertoensurethatthequestionnaireaccuratelyandefficiently,inanumberofdocumentsandseetheactualinspectionaftertheproblemismoreprominentforseveralaspects,wedesignofthisquestionnaire,atotalof18questions,inordertofullydigthephoneissueofpressingconcernofthestudentscompletedthesurveyquestionnaireultimategoal

Investigationandanalysis:

1.Generationofmilletphone

MilletwasestablishedinApril2010,itisafocusonindependentresearchanddevelopmentofhigh-endsmartphonemobileInternetcompany,foundedbyformertopplayersGoogle,Microsoft,Jinshanandothercompanies.$250millionvaluationofthecompany.Bytheendof2010community-meterlaunchmobilephonerealnamechatinthelaunchofsixmonthsregisteredusersexceeded300million.Inaddition,thecompanyalsointroducedmilletmobilephoneoperatingsystemMIUI,theendofJuneMIUIcommunityof300,000activeusers.August16,2011,milletcommunicationthroughthemediacompanywillofficiallyreleasemilletphone,ricechat,MIUI,milletphoneismillettechnologythreecoreproducts.

2.Preliminarypromotethedevelopmentofmillet

Seenbythedata,milletphoneinjustonemonth'srankingrosefromtwentynamestothetenth,alsoasignificantincreaseintheproportionofattention.Milletphonepotentialmarketishuge.

MilletphonewasreleasedinAugust,hedetonatedthedomesticmobilephonemarket,otherdomesticmobilephonehavealsolaunchedahigh-performance,affordablemachine.Butyoucanseefromtheabovedata,milletphonehasothersimilardomesticmachineunparalleledadvantages,comparableIphone4appearance,wearbody,beyondSamsung,Nokiadurability,HTCwildlyhighresolutiontransflectivescreenontheoutsidefeaturingBrushservices,personalizedMIUIHOMEshortcutsareleadingdomesticmachinemilletphonemarket,theinternationalmarketfortheholygrail.

3.Promotionwaytoattractconsumers

Seenfromthechart,onlineadvertisingismoreacceptedbyconsumersaccountedfor66%.Followedbytelevisionadvertisingreached42percent.Mobilephonesandoutdooradvertisingaccountedfor23%

4,Milletpricingstrategy:

Usepenetrationpricing,timeinmilletphonejustlisted,eachpricedat1,999yuan,isarelativelymodestprice,however,ifcomparedwiththesameconfigurationofthephone,itslowpriceisnotalittle,canquicklyattractmobilephoneconsumerbaseconfigurationofthehighdemandtobuy,soitjustlistedwhenithasacceptedhundredsofthousandsofreservations.

Targetincomepricing,LeiJun,chairmanofmilletdisclose,milletphoneatinceptionreachthetargetdoesnotrelyonhardwaretomakemoney,buttoobtainbenefitsthroughvariousfollow-upservices.Hesaid,howmuchtosellamobilephoneisthephonecompany'sbusiness,butformillettechnology,itwillgetincomethroughavarietyoffollow-upservices.

Accordingtothesurvey:asmallpartoftheconsumercanreceive1,000yuanphone,toacceptthenumberofconsumersfrom1000to2000andfrom2000to3000considerably,andthereis22.7%ofconsumerswillacceptmorethan3,000mobilephones,enoughtoshowthat,thecurrentfocusisconsumergrademobilephones.

5.Milletphonevisibilityanalysis:

Ascanbeseenfromtheicon,thereare62.5%ofconsumersknowunderstandingmilletphone,indicatingmilletphonehashighvisibility

6.Concernsthepurchasemilletphone:

Worriedaboutthequalityofworkmanshipandproductstabilityofthesystemwhohaveaccountedfor63.64percent,respectively,accountingserviceandworryaboutbatteryproblemsfever61.36%,43.18%,and9.09%areworriedaboutotherissues.

7.MilletCompetitiveAdvantage:

Surveyreflectsthatthemilletphonepriceadvantageaccountedfor65.91percentaccountedforthelargest,followedbythethoughtaccountedfor59.09percentcheaper,thehardwareconfigurationofhighaccounting27.27%,MIUI1systemaccountedfor13.64percentgood,goodcorporateimageaccountedfor4.55percent,and13.64percentthinkareotherreasons.

Overall,milletphoneconfiguration,especially1gramcapacity,1.5gdual-corecpu,theremiuisupportintheyearsnotbeleftbehind.Coupledwithacertainreputationandbrandimage,orverylonglifecycle.

SurveySummary

Basedontheaboveanalysisofallsurveysshowmilletphonemarketingstrategyissuccessful,

Currentlymilletsalesandattentioninthecountrycontinuestorise,

Itsbrandinfluenceandvisibilityhavereachedthepinnacleofthedomesticmobilephone,andAppleevencomparable,thekeytosuccesslies-cost,costisalwaysthetrumpcardofamobilephone.Consumersinthemobilephonemarket,whileawidevarietyoffashion,avant-garde,butalsotomeasuretheirworth,theywillnotgoblindpursuit.Cheapisalsoaplac