1、By,MIUI Phone Company,一：Company introduction The Xiaomi Company was formally established inApril 2010, is an independent research company to focus on high-end smart phone mobile development. MIUI phone, MIUI, m chat, Xiaomi companys three core businesses. Fever born Xiaomi product concept. Xiaomi co
2、mpany pioneered the development of mobile phone operating system with the Internet model, 600,000 enthusiasts toparticipate in the development and improvement mode.,Strength:,Energetic and young employees Regular customers(米粉） Strong financial background Successful marketing strategies Inexpensive p
3、rice,Weak technological skill Short supply Poor customer service,二：The Analysis of the market : SWOT,Weakness:,Opportunities:,Opportunities: Large smart phone market Internet marketing trend,Threats,Fierce competition with HUAWEI/APPLE/SUNSUM Bad reputation Domestic market oriented,三：MIUI Phone Mark
4、eting Strategy 1. brand strategy All production and business activities of enterprises around the product, thrmely and effective manner to provide products that consumers need to achieve the development goals of the enterprise.,MIUI phone Product serieS,2.packaging strategy MIUI phone packaging stra
5、tegy are as follows: similar packaging strategies. The MIUI phones a different type of mobile phone products, a similar pattern on the packaging, the approximate color and common characteristics. The strategy will enable consumers to deep impression formed MIUI mobile phone products, and also reduce
6、 the MIUI phone packaging into wood,3.price strategyXiaomi science and technology co-founder of the Lei Jun wood itself is also a partner of a number of enterprises, including where customers, where customers have a good and complete logistics system, Xiaomi Where the customers logistics and warehou
7、sing savings into the wood, but also for Xiaomi price strategy to provide a strong guarantee.,4. promotion strategy MIUI phone product promotion party, pre-warm-up time long enough to obtain a sufficiently high degree of concern, which is based on the typical Apple marketing routine, also based on L
8、ei Jun halo effect in the industry. Since August 16, 2011, MIUI phone can be described as the Internet “outsize.“ The MIUI phone news, evaluation and disassemble such reports Shop big cover ground. Yet listed phone, engineering machine spike had quite a sensation, the Xiaomi exactly what marketing s
9、trategy, so that the audiences gaze turned from Apple Xiaomi? unger marketing,三：Business model of MI It includes hardware ,software and Internet service. on the business level, it not only sell the hardware to the users, but also provide the software and service. On the strategy level, it has many i
10、nnovations because it guides the thought of Internet service into the hardware and software business,四：Findings and Suggestions 1.Change the market position. At present the market orientation for enthusiasts MIUIs cell phone. Located in the geek and can not only make MIUI mobile phone furtherdevelop
11、ment, will definefor fashionablephone MIUI, high quality , the high ratio of performance arcade intelligence.,2.Change the promotional strategies. Current hardware and price, is very good, have extremely high performance price ratio. To the user has the greatly strengthened attraction and brand prom
12、otion effect. But thetwo pattern on it is a long-term strategy to MIUI. Current hardware configuration is good almost top. But not too much publicity hardware configuration, in turn, more publicity for their own advantages and performance to price ratio is the best idea is the best policy.,3.Perfect after-sale service. Electronic products after-sales service to electronic brand influence is very big, a want to The long-term development of electronic products must have a perfect aftersales service, suchability in the consumers mind set up good brandimage。,
