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研究生： 郭憲誌
Hsien-chih Kuo
論文名稱： 小米機能否複製成功的電子商務模式 跨出中國市場成為國際品牌
Xiaomi whether able to replicate the successful of e-commerce model to step out China market to become as international brand
指導教授： 欒斌
Pin Luarn
口試委員: 陳正綱
Cheng-kang Chen
葉瑞徽
Ruey-huei Yeh
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理研究所
Graduate Institute of Management
論文出版年： 2014
畢業學年度： 102
語文別： 中文
論文頁數： 28
中文關鍵詞： 智慧型行動裝置 、行動化網路時代 、小米 、社群媒體
外文關鍵詞： Smart devices, Era of Internet Mobility, Xiaomi, Social Media
相關次數： 點閱：343  下載：14 
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    • 在智慧型手機已經進入白熱化競爭的現在，許多廠商無不積極推陳出新期待能吸引消費者的目光，但卻發現銷售量成長不如預期。而在中國的小米機卻能異軍突起，靠著廣大粉絲群的推波助瀾下，讓小米機的銷售量屢創佳績。我們提出一個以粉絲為核心的跨國經營模式，用建立以粉絲為基礎來進行跨國經營的發展，從深入檢視一家新興公司的實務案例，研究如何成功利用社群媒體(Social Media)來創造忠誠度與銷售量，同時分析出國際化的過程中需要的項目。最後，我們總結一家新創公司如何利用社群媒體成功在中國市場站穩根基，進而分析該公司能否成功轉型為國際品牌的概念。

    As everyone known the competition of smartphone industry has been heating now, all smartphone manufacturers is try to take more activity actions to attract customer’s attention, But the challenges is the sales always difficult to growth soon. Unexpected is Xiaomi quickly raised in china market, this company spending short times acquired and owned huge fans and via internet platform achieved great sales goal in past couple years. So we discovered the “Fan-Centric” is Xiaomi their core competence, they are based on this concept to developing their products and business model, we hoped can be make deeply study on this start-up company, they how to build up an strongly fans group through social media on internet, and try to finding out the key successful factors about internationalization of this cases.

    第一章：緒論 1.1 小米機簡介 1.2 小米科技的營運模式 1.3 粉絲為核心(Fan-Centric) 1.4 互動、分享與環境 第二章 總體環境的影響 2.1　中國法規的限制 2.2　中國人民的偏好 2.3　產品C/P值 第三章 跨出中國市場的發展 3.1 社群行銷為主體 3.2 電信業者的合作 3.3 實虛整合的模式 3.4 飢渴行銷 vs 供應鏈管理 第四章 研究結果 4.1 結論 4.1.1 中國市場的營運模式 4.1.2 國際化的調整 4.1.3 國際化需解決的問題 4.2 下一個市場？ 參考文獻

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