Research on Corporate Marketing Strategy Based on 4P and 4C Theory – A Case Study of Xiaomi

Last modified: June 16, 2023
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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


Conference Proceedings
The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023


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.


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

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