The Study Of Fans Marketing Strategyof MI Phone

With the rapid development of social media and the great changes in customer’s consumption habits,traditional marketing strategies have come to a dead end.MI phone,a new brand in the domestic smartphone market,creates the fans marketing strategy innovatively, which takes the user experience and word of mouth as the marketing core.This paper attempts to explain the reason why MI phone can make such great achievements through the fans marketing strategy.This paper is divided into five parts to analyze in-depth the fans marketing strategy of MI phone through documentary analysis,case study and depth interview,combining with brand positioning,word-of-mouth marketing,micro-blogging marketing and other theories.The profile of MI phone and its fans marketing strategy is combed through in the first part,and then, the theory and realistic basis of MI phone implementing the fans marketing strategy is analyzed based on the factors of the brand,the product itself,and the market environment.Part three and part four comb through every link and aspect of the fans marketing strategy of MI phone from vertical and horizontal angles,and dig its innovation deeply to reveal the real reason of the success of MI phone.The last part of this paper discusses the inspiration brought by the fans marketing strategy of MI phone.Through this study, the author hopes to provide theoretical support and practical basis for other enterprises or brands trying to use fans marketing strategy,and help more enterprises to create innovative marketing modes.