Abstract: With the rapid development of China's mobile communication industry, the total number of mobile phone users in China reached 900 million, China has become the world's largest mobile phone market. Facing mobile phone environment huge market capacity, competitiveness, Xiaomi mobile phone in the domestic mobile phone brand, the new power suddenly rose. Through a group of excellent marketing strategy, caused a strong reaction.
First of all, a brief introduction on the Xiaomi mobile phone, through the SWOT analysis, comprehensive analysis of Xiaomi's strengths, weaknesses, opportunities and threats, etc. Then further analysis on the marketing strategies of Xiaomi mobile phone currently used, the establishment and implementation of the whole marketing system of Xiaomi mobile phone is expounded in six aspects: advertising strategy, promotion strategy, online promotional distribution strategy, product strategy, pricing strategy and channel strategy. And find out the problems in the marketing process, then the analysis of Xiaomi mobile phone marketing problems,, to bring forward corresponding solutions. At the same time for the development of other domestic mobile phone provide reference basis, I suggested the appropriate marketing strategies and profitable way for reference. so this article by analyzing management problem ,market positioning problem, quality and profit problem ,the brand value is low, because of "hunger" and injured and after-sales service problem they face, combined with its current marketing strategy, solve countermeasures for the existing problems, make Xiaomi mobile phone to maintain steady growth.
Keywords: Xiaomi; SWOT analysis; marketing; price strategy; hunger marketing.
Title: The Analysis of Xiaomi Mobile Phone Marketing Strategy
Author: Hanhui Huang, Niopat Jitphrasong
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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