20132S20131293,999

20132S20131293,9993,999(2013)

(McCarthy)1960Basic Marketing(Product)(Price)(Place)(Promotion)4P4P

1.(Product)201046CEO[footnoteRef:1]WPS() [1: http://www.kingsoft.com/html/course/]

19952006 Windows Vista IE82006Android[footnoteRef:2] [2: http://www.mi.com/hk/about/founder/]

816MIUI[footnoteRef:3]MIUI()AndroidMIUIAndroid()MIUI2011816MIUI [3: MIUIhttp://tw.miui.com/]

()

Goole playApp()Android

2.(Price)

60%(Android)HTC

()ASUS5000ZenFoneGoogleMIUI(ASUS)

3.(Place)

Mi.com[footnoteRef:4] [4: http://www.mi.com/tw/]

4.(Promotion)20146112[footnoteRef:5]Gartner20144.55366%4[footnoteRef:6] [5: TechCrunch20146112http://techcrunch.cn/2015/01/04/xiaomi-2014/] [6: Xiaomi in particular, has a unique business model that keeps costs low along with prices, and is definately the surprise success story of 2014 given its meteoric accomplishments.http://www.androidauthority.com/smartphone-players-in-2014-and-beyond-592784/]

20111999102013""""

201312iPhone

""""

4P

2,112,010[footnoteRef:7] [7: : http://www.storm.mg/lifestyle/45998]

7

5