| Project Title: | Research on Corporate Marketing Strategy Based on 4P and 4C Theory – A Case Study of Xiaomi |
| Author: | Miss Zhao Rui |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International BusinessManagement |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url:
Published: |
Conference Conference Proceedings The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 |
Citation
Zhao, Rui. (2022). Research on corporate marketing strategy based on 4P and 4C theory – A case study of Xiaomi. (Master’s independent study). Bangkok: Siam University.
Abstract
Changing social landscapes and the prevalence of the Internet improved people’s quality of life, and smartphones have become a crucial aspect of their daily lives. The widespread use of smartphones has resulted in significant social change, making it essential to examine the marketing strategy of Xiaomi and the steps taken for its success. This paper explored Xiaomi’s smartphone marketing strategy by utilizing the 4p and 4c theories and analyzed the advantages and drawbacks of its approach. Moreover, it proposed recommendations that include a product positioning strategy tailored to consumer demand, a cost-reduction-driven product pricing strategy, and a convenient product channel strategy. It also suggested an enhanced communication-led new product strategy to improve Xiaomi’s smartphone’s market competitiveness and corporate image. Ultimately, these recommendations can serve as a reference for other domestic smartphone brands in China.
Keywords: smartphone, marketing strategy, Xiaomi, online marketing.
Research on Corporate Marketing Strategy Based On 4p and 4c Theory – A Cast Study of Xiaomi
Master of Business Administration (International Program), Siam University, Bangkok, Thailand