近年來，智慧型手機成長快速，根據全球市場研究機構TRENDFORCE調查顯示，2013年第四季全球智慧型手機出貨季成長6.5%，達2億六千五百萬支，與去年同期相比成長32.2%。其中小米科技在競爭激烈的市場達成了全球市佔率3%的成績，同時被預估2014年手機出貨上看4,000萬支，取得空前成功。基於此，本研究試圖從使用者參與、口碑行銷與傳遞，以及被廣泛稱為「飢餓行銷」的限量銷售的手法等三個層面對小米所採取的創新作法進行探討，試圖瞭解小米如何在創立至今四年多的時間達成其餘競爭廠商望其相背的成就。 研究結果發現，小米科技發展初期，尚未發行手機硬體前，口碑的形成源自消費者於論壇討論區大量參與MIUI開發與改進所引起關於服務品質、滿意度以及忠誠度的提升。在手機產品上市後，小米科技除了以較競爭廠商更具性能價格比優勢的手機產品吸引消費者外，亦持續透過論壇與服務經營消費者關係，增進了消費者對於品牌口碑傳遞的意願。本研究透過問卷與訪談發現，在小米口碑傳遞內容部分多為其產品之高性能價格比。對於性能價格比優勢，小米科技則是透過限量的搶購模式有效延長產品話題熱度與生命週期，利用常態性關鍵零組件價格走勢降低製造成本，並以手機產品普及後所帶來之服務收入作為其主要營運獲利模式。 本研究亦建議後續研究可針對限量銷售模式、使用者參與程度與口碑內容的影響等方向進一步進行探討，進而對行銷實務上有所貢獻。 / In recent years, a rapid growth in smart-phone usage is observed. According to a study by market research agency, Trendforce, global smart-phone shipment grew at a pace of 6.5% in fourth quarter of 2013 and reached 260 million units. Chinese brand, Xiaomi, alone captured 3% of the global market share during the most competitive period of smart-phone business. It is expected that its 2014 shipment volume will reach 40 million units. Due to this remarkable achievement, this study will analyze the brand from the perspective of end user behavior, word of mouth marketing and the so called "hunger marketing" where limited editions are used, to explore the success of Xiaomi's strategy and its position in the global market within a four year span. The research result indicates that in the early stage of Xiaomi's establishment, prior to their involvement in hardware, the awareness were already establishing from forum discussion of service quality, consumer satisfaction and loyalty, and the development of MIUI. When the hardware eventually launched, Xiaomi's selling point came not only from its low cost strategy, but they continued to participate in forum studies in consumer service level and naturally created brand viral. Consumer market research shows that leading awareness focuses on Xiaomi's high performance/cost ratio. To build on this advantage, Xiaomi uses a limited volume strategy to create brand viral and prolongs product life cycle. It takes advantage of the declining price trend of key components to lower manufacturing costs and income from the software services to enhance operating profit. Further study is recommended on the benefits and results of limited volume strategy, user participation and word of mouth marketing.

市場上有非常多種利用「限量」來吸引消費者的方式，例如許多品牌會找來藝術家合作推出限量聯名商品，如村上隆為 LV 設計的限量櫻桃包；也有像SWATCH手錶一樣每款手錶皆用限量發行方式，引發搶購與收藏熱潮，成功地提高了商品附加價值；此外，也有廠商利用不同節日與紀念日，趁勢推出限量商品供消費者收藏與選擇。 本研究希望從訊息面、廠商面、消費者特質面三個面向來探討限量商品對購買意願之影響。本研究主要探討的目的有三：第一部份欲了解限量商品在訊息策略上有些甚麼樣的策略模式和手法是會影響消費者知覺價值和購買意願；第二部份欲了解發行廠商的信譽，是否對限量商品推出的成效有所影響；第三部份欲探討消費者端的個人特質如獨特性需求是否會影響對限量商品的購買意願。 研究發現，「限量訊息明確度」與「購買意願」間有直接正向關係；「限量訊息明確度」與「知覺品質」有正向關係；「發訊者信譽」與「知覺價值」有正向關係；而「消費者獨特性需求」程度與對限量商品「知覺價值」有正向關係。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。