|Project Title:||Social media marketing form the viewpoint of CRM–taking Xiaomi company as an example|
|Author:||Miss. Liping Yu|
|Advisor:||Assoc. Prof. Dr.Om Huvanand|
|Degree:||Master of Business Administration|
Liping, Yu. (2018). Social media marketing form the viewpoint of CRM–taking Xiaomi company as an example. (Independent study, Master of Business Administration). Bangkok: Siam University.
As an innovative brand, Xiaomi is one of the representatives of China’s Internet companies. From the very beginning, Xiaomi has grasped the concept of social marketing, through precise brand positioning, audience positioning, and creative publishing. They also create all kinds of novel online and offline activities that have strengthened the willingness of consumers to spread word of mouth, gathered the scattered fans through social media such as forums, Weibo, WeChat, etc., paid attention to the interaction between its own brand and users, and established a good relationship with their users. Xiaomi Company has achieved great success in a short period of time. Under the user-centric, user-wide participation and the emotional connection between users and its brand, it is possible to satisfy the target group of Xiaomi, and this is an important way of maintaining a good customer relationship.
This paper mainly adopted literature analysis, a questionnaire survey and case analysis method. Based on the related theory of social community marketing and the importance of customer relationship management, this paper believes that brand community construction is the basis for enterprises to implement strong community marketing; Xiaomi Company’s community marketing strategy is based on three phases of the customer’s life cycle, namely customer acquisition, customer retention and customer recovery. Based on the perspective of CRM, this paper analyzed the Xiaomi’s community marketing, hoping to provide reference for future researchers. At the same time, it also has a certain theoretical and practical significance for other companies to better understand that social community marketing has great value for improving customer relationships and to help companies improve marketing strategies.
Key words: CRM, Xiaomi, Community marketing, Social media marketing.
Social media marketing form the viewpoint of CRM–taking Xiaomi company as an example
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand