本文以小米手机为研究案例，探寻弱势后入者如何进入市场并克服竞争劣势成功立足市场。小米公司通过高性价比的分离市场侵入方式、互联网直销手机的营销模式以及基于社区互动的互联网研发模式进行商业模式创新，不仅成功进入了智能机领域，而且有效克服了成本与品牌劣势，并通过顾客参与感的培养使目标顾客群体不断向主流消费者扩展，创新了分离市场侵入主流市场的路径，最终立足于主流市场，为市场后入者侵入和冲击在位企业提供了新的思路。%The paper chooses the Millet mobilephone as the study case to find the way that the weak entrant ′s entering and rooting in the market .The Millet company carries out the business mode innovation through cost -effective separa-tion market intrusive way , direct Internet′s phone marketing model and Internet R&D pattern based on community inter-action .It not only entered the field of smart mobilephone successfully , but also overcame the cost and brand disadvanta-ges effectively .What′s more, it made the target customers groups extend to the mainstream consumers by cultivating the customer engagement , innovating the path of the separated market into the mainstream market , and entered the main-stream market finally .So it provided a new way of entering market and competing with strong previous firms for the weak entrant .
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