Study On XiaoMi Mobile Phone Company’s Development Strategy

By the end of2012, the second stage of pilot program of the integration of telecommunications networks, cable TV networks and the internet has approached the end, and the full realization of convergence is getting higher. The integration of telecommunications networks, cable TV networks and the internet, is not only to meet the needs of social development, but also break the barriers between industries, promote the development of industry. This is a great opportunity for mobile phone companies; but at the present stage, complicated environmental threats are both opportunities and challenges for the domestic mobile phone enterprises.XiaoMi mobile phone company, since it established on April6,2010,has acquired the industry’s attention, not just because the founder is the famous IT celebrity Lei Jun, but for its sales number in2012year alone amounted to7.19million units, since XiaoMi mobile phone released its first product on August16,2010.This is undoubtedly a big miracle in the mobile phone world.This paper adopts the method of case analysis of the XiaoMi mobile phone, and makes a deep analysis accordingly. It analyzes its external environment and internal environment in detail, and puts forward some strategic suggestions according to its specific situation. It has positive and practical significance for the XiaoMi company’s future strategic development, but also has a certain reference value for other similar enterprises.The focus of this paper has four main parts:the first part is the third chapter of this paper.Starting from its business profile,and this part analyzes the macroeconomic environment, Michael Porter’s Five Forces Model and industry competition environment, then analyzes and evaluates the external environment of XiaoMi mobile phone company. The second part is the fourth chapter of the paper, this part focuses on the XiaoMi mobile phone company’s internal environment based on the analysis of its financial situation, organization structure, enterprise culture, value chain and market position and so on. The third part is the fifth chapter, combined with the XiaoMi mobile phone company’s internal and external conditions, which analyzes the advantages, weaknesses, opportunities and challenges of XiaoMi mobile phone company by using SWOT Model, then puts forward the strategic objectives based on the core competitiveness of enterprises. The fourth part is the sixth chapter of this paper, this part lays stress on independent innovation, marketing and services, puts forward some practical suggestions and execution methods based on the specific circumstances of XiaoMi mobile phone company.