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Research On The Internationalization Strategy Of Millet Company In Mobile Internet

Posted on:2016-07-21Degree:MasterType:Thesis
Country:ChinaCandidate:J DingFull Text:PDF
GTID:2209330461486886Subject:International business
Abstract/Summary:PDF Full Text Request
In recent years, the number of mobile Internet users has exceeded the fixed Internet users step by step. We have entered the era of mobile Internet rapid development. Internet plays a key role in Xiaomi tech’s whole run process such as research and development, the promotion and sales. Xiaomi has set up for almost four years and now it maintains the industry leadership in China in cell phone shipments, sales, market value, market share and other aspects. Under the background the mobile Internet has become the focus of the current global information industry competition, the study of Xiaomi tech internationalization strategy can help the company to explore the all-round development path. The study can also provide a reference to other enterprises for overseas expansion.This paper mainly study in Xiaomi tech’s internationalization strategy. First we combed the related theories, and then introduces Xiaomi’s main business and profit model. Furthermore we illustrates Xiaomi tech’s internationalization drivers and current major problems. Second we analyse the internal and external environments of internationalization and propose the strategic mission, target, choice and implementation safeguard for Xiaomi tech.This paper argues that the internationalization of Xiaomi tech has just started, and there are still many obstacles exist. Xiaomi owns unique development model and can benefit from the trend of mobile Internet, which create more opportunities for the exploiting international market.In the future, from strategic level, growth strategy and defensive strategy are accordant with Xiaomi’s internationalization development request. From competitive strategy level, Xiaomi should use low-cost and differentiation strategy more flexibly. From functional strategy level, Xiaomi should emphasize marketing, research, talent and brand strategies. In order to ensure the smooth implementation of the strategy, Xiaomi should adjust the structure of organization, implement cross-cultural management, expand financing channels, improve the international logistics system, and modified the product after-sales service.
Keywords/Search Tags:The mobile Internet, Xiaomi Company, International strategy
PDF Full Text Request
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