摘要：近年来，随着手机消费者个性化需求的不断增长和电子商务的进一步普及，消费者网上购物更加具有普遍性。小米手机利用互联网进行全线上销售，引起社会的高度关注。自苹果公司成功运用饥饿营销策略提高手机销量，扩大市场份额以来，国内企业争相模仿、企图超越，小米手机利用互联网实施饥饿营销策略，手段较为成功。然而，小米手机过度化的饥饿营销在给自己带来更多关注的同时却遭到多方面的强烈质疑，如何合理有效地运用饥饿营销策略成为小米手机应该正视的问题。本文通过深入探究饥饿营销策略，对小米手机饥饿营销策略进行分析以及对小米和苹果手机的饥饿营销策略进行比较，总结小米手机饥饿营销策略的优劣所在，对其成功实施饥饿营销策略提出优化对策和措施，并为其他企业成功实施饥饿营销策略提出建设性意见和对策，这对当前市场经济发展无疑具有重要的现实意义。

关键词：饥饿营销；小米手机；苹果手机

ABSTRACT：In recent years, with growing consumer demand for personalized phone and the further popularization of e-commerce, Consumers’ online shopping has became more universal. Millet mobile phone take advantage of the Internet for all sales, causing great concern in society. Since Apple's successful use of hunger marketing strategy to improve the mobile phone sales and expand market share, Domestic companies are scrambling to imitate, attempt to go beyond, Millet mobile phone use the Internet to implement the hunger marketing strategy, which is very  successful. However, excessive hunger marketing of millet phone, on the one hand, to bring their own more attention, but on the other hand,  is strongly questioned by society from many aspects. How rational and effective use of hunger marketing strategy should address the problems of the millet phone. In this paper, by delving into hunger marketing strategy, analyzing the hunger marketing strategy of  millet mobile phone and Comparing to the hunger marketing strategy of Millet and Apple phones, We can conclude that the pros and cons of the millet phone hunger marketing strategy and propose optimization strategies and measures for its successful implementation, besides, we can offer constructive ideas and countermeasures for other companies to the successful implementation of the hunger marketing strategy,which no doubt has important practical significance for the current market economic development.

Keywords: Hunger marketing; millet phone; iphone

　　　自苹果公司成功运用饥饿营销策略提高手机销量，扩大市场份额以来，国内企业争相模仿、企图超越，其中小米手机的饥饿营销手段较为成功。然而，小米手机过度化的饥饿营销在给自己带来更多关注的同时却遭到多方面的强烈质疑，如何合理有效地运用饥饿营销策略成为小米手机应该正视的问题。同时，通过对小米和苹果手机的饥饿营销策略进行比较分析，为其他企业成功实施饥饿营销策略提出建设性意见和对策，无疑具有重要的现实意义。

　　　近年来，随着手机消费者个性化需求的不断增长和电子商务的进一步普及，消费者网上购物更加具有普遍性，小米手机将销售渠道限定在全线上销售模式上，锁定网络营销的方式，引起社会普遍关注，值得我们进一步的探究。

　　　在手机行业内，苹果手机成功实施饥饿营销策略引发小米手机的模仿，小米手机饥饿营销过程中遭到了来自许多方面的强烈质疑，与苹果公司的相对成功不同，小米手机的饥饿营销策略实施有其相对成功之处，但在很多方面存在不足，需要进一步优化。

　　　在国内手机市场上，小米手机饥饿营销策略较为成功，在优化自身实施饥饿营销策略的不足之处后，可以对其他企业起到借鉴意义。