2024年6月3日发(作者：)

智能家居行业营销渠道策略研究---以小米公司为例

中文摘要

随着科技发展和人们对生活质量的提升，以及人工智能的不断发

展，智能家具变成了未来众多企业准备发展的方向，包括很多外企，

以及本地国产本土的知名强势品牌，多准备分这一份蛋糕，目前中国

智能家居的主要营销渠道还是集中在新居的房地产开发渠道上，大概

占据了总的智能家居总体市场份额的80%以上，零售渠道市场不足20%

的市场份额。结合当下物联网技术的起步与发展，以及中国消费水平

的提升，中国展现了巨大的消费市场，智能家居在时间范围内都具有

广阔的发展前景。

本文主要依据小米公司在智能家居领域的是市场营销渠道为案

例，写智能家居行业的营销渠道策略的研究，以及智能家居行业需要

做好什么营销渠道打建设。除了80%集中在房地产开发渠道上的营销

方式，还有什么渠道能够抢占市场份额，或者通过什么营销销售活动

策略能够有机会增加智能家居整体销量。本文主要以小米公司为案例，

对智能家居营销渠道做建设及设计。

关键词:智能家居 渠道建设 小米公司 营销策略

Abstract

With the development of science and technology, the improvement

of people's quality of life, and the continuous development of artificial

intelligence, intelligent furniture has become the development direction

of many enterprises in the future, including many foreign enterprises, as

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well as local well-known and strong brands, and more preparation to

share this cake. Currently, the main marketing channels of China's

intelligent home are still focused on the real estate development channels

of new houses, It accounts for more than 80% of the total market share of

smart home and less than 20% of the retail channel market. Combined

with the start and development of Internet of things technology and the

improvement of China's consumption level, China has shown a huge

consumer market, and smart home has a broad development prospect in

the time range.

This paper mainly based on the case of Xiaomi company's marketing

channel in the field of smart home, wrote the research on the marketing

channel strategy of smart home industry, and what marketing channel

construction needs to be done well in smart home industry. In addition to

80% of the marketing methods focused on the real estate development

channels, what channels can seize the market share, or through what

marketing and sales activities strategies can have the opportunity to

increase the overall sales volume of smart home. This paper mainly takes

Xiaomi company as an example to construct and design the marketing

channel of smart home.

Key words:

smart home channel construction Xiaomi company

marketing strategy

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