小米公司市场营销.docxVIP

Case Study Reportabout XiaomiName: Michael Student ID: 1362126Principles of MarketingAbstractXiaomi Company is a company which focuses on independent research and development on smartphone and mobile Internet. Its product philosophy is born fever, targeted at high-performance phone fever.At the same time the company pioneers the kind of mobile Internet OS which let enthusiasts participate in the development of improved model. Xiaomi Company has developed more suitable MIUI mobile operating system for people, released three generations of Xiaomi phone, and released MI watch and MI TV box. Its productions have high-tech configuration, but in the low price. In Double 11 Festival period，Xiaomi flagship phones sales 553 million yuan, which is the firstshop broke 100 million. Xiaomi really let ordinary people to experience the benefits of smart technology at the same time allows us to see the rapid development of domestic technology level. In this report, Xiaomi’s marketing strategy will be shown from several aspect.Table of contentsAbstract2Introduction4History and development4Corporatestructure and primarydepartments4Business goal and business philosophy5Finding6Xiaomi’s products and its life cycles6Xiaomi’s supply chain7Xiaomi’s position on the environment9Analysis of 5 Potter force11Xiaomis marketing strategy analyses in 4 p’s13Conclusion and recommendations14References15IntroductionHistory and developmentXiaomiCompany was formally established in April 2010 which is a company focused on independent research and development of intelligent mobile Internet products. Born fever is MI product concept. MI Company targeted at high-performance phone fever, and pioneered the development of mobile Internet mode OS enthusiasts participating in the development of improved model.August 16,2010, MIUI first beta version of the operating system was launched for Android machine. It is operating system loved by Chinese people. Their strategy is to let users like MIUI system first, an