Analysis Of Xiaomi Mobile Phone Product Strategy Based On Product Differentiation

With the development of mobile Internet and communication technology,smart phones become a hot industry,market competition is becoming increasingly fierce.Based on the theory of product differentiation,this paper makes a research on the marketing strategy of Xiaomi mobile phone,so as to gain the advantages and disadvantages of the Xiaomi mobile phone marketing strategy,and puts forward the corresponding optimization strategy.Firstly,this paper combs the concept of product differentiation strategy,in order to learn the connotation of product differentiation theory and application methods;and research status and research model at home and abroad were reviewed,and prepare for later analysis of the case.Then,the analysis model is constructed based on the time series classification model based on the comparison of original product differentiation,product characteristics,competitors,consumers and market as variables,and on the choice of variables is analyzed in detail.Subsequently,this paper makes a brief introduction to the Xiaomi phone,and Xiaomi mobile phone competitors were studied,including apple mobile phones,Samsung mobile phones,HUAWEI phones and Meizu phone.Based on the above research,this paper analyzes the Xiaomi mobile phone SWOT,learned the advantages,disadvantages,opportunities and threats of the millet phone,and discusses the Xiaomi mobile marketing program through the SWOT matrix.Then,this paper summarizes the differentiation strategy of millet mobile phone from the aspects of positioning differentiation,product function differentiation,product differentiation,market differentiation and marketing communication.In this paper,the relevant data collected will be combined with the model,and the difference of the smart phone market hasbeen informed.Finally,the Xiaomi mobile phone problems exist in marketing are analyzed,including the low brand value,the industry chain is not perfect,the sales channels covering ability,customer service service system is not perfect.These problems seriously restrict the development of Xiaomi phone,is not conducive to shaping the brand image of millet phone.To this end,this paper puts forward the corresponding optimization strategy,to solve the existing problems in the marketing of Xiaomi mobile phone,respectively: pay attention to the brand image,strengthen brand management;improve the industrial chain,strengthen the independent research and development;adhere to the culture of fans,to expand the line channels;pay attention to after-sales service,improve the user experience.I hope these optimization strategies can help millet mobile phones occupy a favorable position in the market competition.