摘要：随着时代的发展，科学技术水平以及人们物质生活水平的提高，手机已经成为人们最喜爱消费的电子类产品。中国经过飞速的发展，如今已经成为全球第一大手机市场。在快速发展的国内手机市场，由于国产手机起步较晚，在市场竞争中一直处于弱势地位。尽管国产手机拥有价格、渠道、促销的优势，但在国际品牌的核心技术、质量、营销能力、售后服务面前显得竞争力不足。国产手机要想与国际品牌相抗衡，加强对国产手机营销策略的研究至关重要。在国产手机品牌中，小米手机是近年来杀出的黑马，通过自主创新将其产品变成时下最炙手可热的手机品牌。

关键字  小米手机；SWOT；营销策略

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

　　　小米手机的上市计划非常成功，它利用了强大的配置、优秀的营销团队和正确的营销方案。本文通过对企业外部环境的分析，运用SWOT矩阵分析、市场定位和营销策略分析等方法，首先对手机的营销现状进行分析，了解手机市场所处的宏观环境和微观环境，使手机企业在不断变化着的营销环境中，能够适应变化，扬长避短，抓住机会；其次，对小米手机进行研究，通过SWOT分析方法了解小米手机的优势和劣势、机会和威胁，以便调整策略使小米手机有进一步发展。最后，如何更好的进一步发展，对小米手机进行明确的市场定位，针对分析指出的问题作出了一系列的营销策略方案。