摘要：隨著時代的發展，科學技術水平以及人們物質生活水平的提高，手機已經成為人們最喜愛消費的電子類產品。中國經過飛速的發展，如今已經成為全球第一大手機市場。在快速發展的國內手機市場，由于國產手機起步較晚，在市場競爭中一直處于弱勢地位。盡管國產手機擁有價格、渠道、促銷的優勢，但在國際品牌的核心技術、質量、營銷能力、售后服務面前顯得競爭力不足。國產手機要想與國際品牌相抗衡，加強對國產手機營銷策略的研究至關重要。在國產手機品牌中，小米手機是近年來殺出的黑馬，通過自主創新將其產品變成時下最炙手可熱的手機品牌。

關鍵字  小米手機；SWOT；營銷策略

Abstract：With the progress of modern science and technology and people material life level rise, mobile phone has become a crowd favorite electronic consumer products. After high-speed development in recent years, China has now become the world's largest mobile phone market. In the rapid development of domestic mobile phone market, domestic handset because starts late, has been in a weak position in the market, although domestic handset has the advantage of price, channel, sales promotion, but in the brand's core technology, quality, marketing ability before and after sales service is lack of competitiveness. Promotion is the most effective tools for modern enterprise develop the market, is to promote chafed from production enterprise to consumers, a powerful guarantee for promoting commodity value realization, in the enterprise management activity plays an important role. Therefore, domestic mobile phone if you want to compete with foreign brands, to strengthen the research of domestic mobile phone market environment is very important. In the domestic mobile phone brand, millet mobile phone is in the dark horse in recent years, through independent innovation will be the products become the most sought-after mobile phone brand. 

Keywords  Millet mobile phone  Marketing environment  Opportunities and threats

　　　小米手機的上市計劃非常成功，它利用了強大的配置、優秀的營銷團隊和正確的營銷方案。本文通過對企業外部環境的分析，運用SWOT矩陣分析、市場定位和營銷策略分析等方法，首先對手機的營銷現狀進行分析，了解手機市場所處的宏觀環境和微觀環境，使手機企業在不斷變化著的營銷環境中，能夠適應變化，揚長避短，抓住機會；其次，對小米手機進行研究，通過SWOT分析方法了解小米手機的優勢和劣勢、機會和威脅，以便調整策略使小米手機有進一步發展。最后，如何更好的進一步發展，對小米手機進行明確的市場定位，針對分析指出的問題作出了一系列的營銷策略方案。