Analysis and Research on Data of Xiaomi Strategy in Colleges - Based on research from colleges in South Hunan Province

摘要

Since Xiaomi technology company ("MI" for short) was founded in 2010; it has entered into an increasingly competitive mobile market by means of MI chat and MIUI system. After its establishment, it mainly focuses on those consumers who can effectively accept new technology, and with low or middle income. MI has gained masses of faithful consumers (commonly known as 'MI fans') with the concept of 'MI community'. From its release of the first mobile phone in 2011, it has achieved unprecedented sales performance through network direct selling, hungry marketing and so on, presenting an amazing growth rate. Under the current situation, MI has formed a strategy that uses 'triathlon' as its core idea, together with marketing strategy. Based on 213 questionnaires from 16 majors of 4 colleges in South Hunan Province, this paper aims at analyzing the marketing measures, product development strategy, as well as the background of current strategic distribution in Xiaomi Company.