The Marketing Strategy of Xiaomi Company from the Perspective of Brand Value Research

Citation

Luan, Zijia. (2022). The marketing strategy of Xiaomi Company from the perspective of brand value research. (Master’s independent study). Bangkok: Siam University.

Abstract

With the rapid development of science and technology and the increasing improvement of people’s quality of life, mobile Internet technology is constantly breaking through innovation and playing an important role in people’s daily life. As a carrier, smart phones have become on indi spensable consumer good in people’s daily life. By 2020, there will be 3.5 billion smartphone users in the world of which smartphone users from China will account for more than a quarter. Xiaomi, as the representative of emerging Internet companies, withstood the pressure from domestic famous brands such as Huawei, OPPO and VIVO in a highly competitive market with its unique network marketing model, but also opened competition with international famous brands such as Apple and Samsung. Xiaomi has a niche in both domestic and international markets.

This paper on the marketing strategy of Xiaomi Company is comprehensive and was thoroughly analyzed from the perspective of brand value. The macro and micro environments of Xiaomi Company were analyzed with five forces model and PEST analysis methods. The competitive advantages and disadvantages of Xiaomi Company were expounded by SWOT analysis, and the opportunities and threats of the arrival of the 5G era to Xiaomi Company were found. At the same time, the marketing strategy of Xiaomi Company was analyzed by using 4Ps marketing mix strategy, STP strategy analysis and new media marketing strategy analysis, and the shortcomings and existing problems in the application of the marketing strategy of Xiaomi Company are put forward. Based on this, relevant suggestions were put forward for Xiaomi in brand marketing strategy, hoping to have some beneficial enlightenment and reference for the same industry.

Keywords: Xiaomi, swot, STP, marketing strategy.

The Marketing Strategy of Xiaomi Company from the Perspective of Brand Value Research

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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