摘要：营销是创造、沟通和传送价值给顾客，可见顾客也就是消费者在市场营销中是最核心的部分。而消费者行为学研究的对象是消费者在消费决策前、购买过程中和购买后使用时所发生的心里活动特征和行为规律的科学，与市场营销有着密不可分的关系。消费者行为学中的很多理论在研究消费者的同时也诠释了成功营销背后蕴藏的原理。近年最成功的营销案例之一就是小米手机了，小米公司从2010年创立至今，产品越发丰富，并在去年成功进军国际市场。从创立到现在，小米用了4年的时间迅速成长为市值约100亿美元的公司，快速成长的背后离不开它独特的营销策略。本文以小米手机为例，将从消费者行为视角来探讨小米手机的网络营销策略，具体从宜家效应、心理账户、交易效用、锚定效应方面阐述。

关键字：宜家效应 心理账户 锚定效用 小米手机 营销策略

Abstract: Marketing is to create, communicate and transmit value to customers. We can know that the customer is important in marketing and it is the core part of it. Consumer behavior is about the behavior and psychological activity’s characteristics of consumers in the process of acquisition, use, consumption, disposal of products and services. So marketing is closely linked with consumer behavior. Many consumer behavior theories not only research on consumer but also can give the interpretation of the principles of successful marketing. In recent years, one of the most successful marketing cases is the Xiaomi smartphone. Since founded in 2010, Xiaomi Inc has more abundant products, and last year it successfully enters the international market. From 2010 to 2014, Xiaomi grow into a valuable company whose market capitalization is about $ 10 billion. The rapid growth is inseparable from its unique marketing strategy. This article will take Xiaomi smartphone as example and will talk about its marketing strategy from the perspective of consumer behavior, especially on the IKEA effect, mental accounting, transaction utility and anchoring effect.

Key words: IKEA effect  mental accounting  anchoring effect  Xiaomi smartphone  marketing strategy