An Analysis of the Marketing Strategy of Mi Car

Abstract

The rapid growth of the new energy vehicle (NEV) industry in China has created intense competition and attracted the participation of nontraditional automakers such as Xiaomi. As Xiaomi expands into the automotive market with Mi Car, understanding how marketing strategies influence consumer purchase intention is crucial for building competitive advantage.
The purpose of this study was to investigate the impact of the four marketing mix elements, namely product strategy, price strategy, place strategy, and promotion strategy, on consumer purchase intention for Mi Car. Drawing on the 4Pss theoretical framework, the study developed hypotheses to test the relationships between these variables.
A quantitative research method was employed using a structured questionnaire survey. The target population consisted of potential consumers of new energy vehicles in China who are familiar with the Xiaomi brand. A total of 550 questionnaires were distributed through online platforms such as WeChat, Weibo, and Xiaomi community forums. Out of these, 440 questionnaires were returned, and after data screening, 400 valid responses were retained for analysis.
The results demonstrated that all four marketing mix strategies significantly and positively affect consumer purchase intention. Among them, promotion strategy had the strongest influence, followed by product strategy, price strategy, and place strategy.
The findings indicate that effective promotional communication, product quality and innovation, transparent pricing, and accessible distribution channels jointly enhance consumer willingness to purchase Mi Car.
This study contributes both theoretically and practically by validating the applicability of the 4Pss framework in the NEV sector and by providing strategic recommendations for Xiaomi and other technology companies entering the automotive industry.

Keywords: Mi Car, new energy vehicles, marketing strategy, 4Pss framework, purchase intention

6617195402 Zhang Lingyun, Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), An Analysis of the Marketing Strategy of Mi Car, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย