小米案例分析英文版miui分析解析

1、Marketing Strategy of Xiaomi Smartphone Group: Circle,Background Beijing Xiaomi Technology Co., Ltd. established in April 2010. It is a mobile Internet company focused on self- development of high- end smartphones. The team is formed by top specialists coming from Google, Microsoft and Jinshan,Main

2、products,MIUI 米聊,手机 Three business,M chat（米聊）is a mobile terminal free instant messaging tools produced by Xiaomi. MIUI is a customized Android mobile phone operating system made by Xiaomi. Xiaomi Smartphone is designed for enthusiast mobile phone fans with high- performance,Analysis of Xiaomi Netwo

3、rk Marketing uEnvironment of smart phone market in China uTarget market uProduct Positioning uSales channels,Environment of smart phone market in China Market is huge. Chinese consumers like high quality and inexpensive. Price of some one thousand yuan highly cost-effective mobile phone will occupy

4、the lions share of the Chinese smartphone consumer market. Xiaomi Smartphone is a high-performance smart phone,Target market People who has habits of shopping online and getting information from the network Price-sensitive middle-income group,Web promotion,Product Positioning,Sales channels,Marketin

5、g Strategy,Product Positioning,positionin g,Enthusiasts mobile phone,Low price,Xiaomis strategic advantage: the most affordable high-end smartphones,Sales channels Online Sales: B2C e-commerce sales 为企业提供销售渠道同时具有调查、服务、咨询一体的特点； 在线销售减少了中间环节对利润的削减，直接降低了产品价格,Marketing Strategy Word of mouth marketing Ev

6、ent marketing Leis effect Microblogging marketing Community and forums,Word of mouth marketing Xiaomi Smartphone has attracted peoples attention by its excellent configuration and low price because more and more users care about the performance-to-price ratio. In the meantime, loyal users of Xiaomi

7、Smartphone have increased and have left great influence on other people. Its high performance-to-price ratio is favored by people , this kind of marketing makes it succeed and lays basis for the online sales afterwards,The event marketing Hyping all kings of topics Leis effect Selling engineering ma

8、chine,1.Can engineering machine be sold? Selling engineering machine is a great innovation of Xiaomi Smartphone . It has done enough propaganda for mobile hardware advantage in early period, and the company sells engineering machine at a price lower than 300 RMB. The behavior has got medias attentio

9、n and the company has got valuable advice and suggestion to make improvement,2. Hyping “the quality gate” Xiaomi Smartphone sinks into“the quality gate” after appearing on the market 20 days It has arisen problems such as buttons are inflexible and paint peels off. As the company has promised to mak

10、e quality improvement and shoulder the responsibility of aftersales construction. Then “the quality gate” has subsided. Fortunately, the users still have confidence on Xiaomi Smartphone and it has won good reputation,3.Does Xiaomi Smartphone come from stealing? Recently, the rumors of Xiaomi Smartph

11、one coming from stealing always appears. For these rumors, Xiaomi Smartphone has no official clarification. It paints Xiaomi Smartphone into a layer of mysterious color. It is another perfect marketing,Leis effect Lei Juns influence reputation successfully grafted onto Xiaomi Smartpone. After this t

12、op figure of Chinese Internet kept silent for nearly two years, Lei appeared once again on the media with his phone. All of people began to talk about him and his Xiaomi smartphone. This is the celebrity effect,Lei Jun The CEO of Xiaomi,Microblogging marketing Using new information and communication

13、 tool ,microblogging, to propagate Xiaomi Smartphone Regard microblogging as a carrier to enhance user stickiness,Community and forums pCommunicate with using experience pPublish the information of Xiaomi pOrganize activities to enhance user stickiness, and train a large number of loyal users of Xiaomi,Scarcity sells The most successful part is Xiaomis scarcity sell,信息半遮半露,小米发售工程机时，没有资格参与活动的米粉们憋足了劲等待着9月5号的预定。而且规定9月5号需要500积分的米粉才有资格预定。 宁可信其有不可信其无，小米论坛里刷米的人都闹翻了天,More difficult, more valuable,首发：开放购买3小时