今日，本座偶然于貼吧之中瞥見一位吧友所發的帖子，初看之下，似是尋常的吐槽之語，然細細品味，本座卻敏銳地察覺到，其中實則蘊含著一番經過深思熟慮的獨到見解，為何如此說呢？簡言之，“倘若品牌如今只是一味地進行單純營銷，那恐怕多半會陷入困境，難有生機”。

從這一層面審視吧友所提及的紅米K80的營銷策略，本座深深感悟到，這無疑是一種明智之舉。不知諸位意下如何？

①營銷的本質與目的

的確，不少消費者對營銷或多或少都懷有憤慨之情。然而，我想提醒諸位，“讓大家產生憤慨的，主要是部分品牌過度運用營銷手段所致”。也就是說，倘若能夠合理地使用一些營銷手段，說實話，確實可以有效地傳遞產品的價值。“永遠銘記，優質的產品無需依賴營銷，若僅憑營銷來支撐，那么這個產品必然存在水分。”我希望這種思維不僅局限于手機領域，在任何一個領域，都值得大家深入思考。

※就那種單純的產品宣傳營銷手段啊，就算這會兒真的能把消費者的心給打動了，那也就是一陣子的事兒。

②關于小米的營銷手段，講實話吧友戲謔“雷猴”似乎有點滑稽

于本座而言，常將吧友的戲謔之語視作小米營銷手段的一種獨特體現；與其他品牌相較，小米在這方面似乎更具靈活性，且達到極致的境界，誠如眾人所知，“猴子極為靈活”，而小米那靈活度極高的營銷策略，本座時常謂之“順勢而為的心態著實強大”。

小米的營銷能夠巧妙地利用一切可資利用的元素，以最快的速度和超高的效率進行直接傳播。由此觀之，當下手機市場諸多品牌之中，能與之比肩者又有幾人

▲在我內心深處，對于小米的營銷策略，總有這樣一番總結：其話題制造堪稱精益求精。就拿小米的營銷關鍵詞來說，“性價比、史上、最”三個字詞在營銷上的使用頻率極高，而且，小米在挖掘手機賣點方面極為精辟，無論身處何種情境，都始終強調產品的最大賣點，同時，還善于巧妙利用消費者的購買心理，營造出一種反差極強的消費狀態，讓消費者在不知不覺中欣然購買，且毫無怨言。對此，我不禁感嘆：“這營銷手段，著實厲害！”

③小米的營銷手段能成功，根源兩個字“順從”

若要問順從什么，那自然是廣大消費者中的“底層為主”。雖說我們都清楚小米在高端路線上的發展頗為出色且成績輝煌，然而小米的成功之道始終在于“基層與底層”。這并非是批評之語，反而是對其的一種肯定！

正如“二八定律”所闡述的那般：“成功者只是少數，大多數皆是普通的勞苦大眾。”所以，小米正是精準地抓住了勞苦大眾的需求，進而直接成為了主流。

就拿這位吧友提及的紅米K80來說，它究竟是怎樣一款手機呢？或許有人會回答是“旗艦”，但在我心中，其真正定位不過是“中端機”或“性價比之選”。若要探究K80在性能、功能等諸多方面為何能帶來極致的體驗，我的回答僅有一個——這是品牌借助營銷手段所營造出的必然現象，也就是當下眾多品牌競相爭奪的“旗艦中端機”這一全新定位。

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