The Marketing Communication Strategy Research Of MI Phone

With the rapid development of information technology, the upgrading of mobilephone also has become increasingly frequent. Once Nokia who had dominated in thefield of mobile phone for the last fifteen years has fallen off, now the internationalwell-known brand such as Apple and Samsung has been gradually grown up.Nowadays the domestic mobile phones which are famous for its "shanzhai" change alot. A growing number of mobile phone began to build their brands, including MI. as arookie in the domestic mobile phone field, MI phone created a marketing miracle afteranother in less than three years after its debut, which surprised the countless people inmobile phone industry.This paper studies the marketing communication strategy of MI phone mainlythrough the five parts of. The first part is introduction, mainly including the researchbackground, research purpose, research significance, research methods, the theory ofmarketing communication, and the innovation points and difficulties in study. In thesecond part, the author analyzed the macro background of MI phone’s marketingcommunications from three aspects which are audience properties in the new mediaage, the cross-border integration of medium end products and the consumer electronicsmarket competition pattern. In the third part, the author combing the brand positioningof MI phone and analyzed marketing communications of MI phone from various partsof the whole process of information transmission. The forth, from the perspective ofcommunication studies, the author analyzed the marketing difference between MIphone and iPhone on the basis of4Csmarketing theory. The fifth, I analyzed themarketing communication effect of MI phone through the questionnaire.This article studied every part of the marketing communication activities with MImobile phone, and pointed out the advantages and disadvantages of MI phone, thencarries on the summary analysis, which can put forward reference for other enterprise’smarketing campaigns with a lot of reflection.