Research On The Social Media Marketing Of Xiaomi Corporation

Rapid development of Internet have changed the ways of people’s life and work,with online communication become increasingly frequent,virtual communities emerge as the time require and become a new way to convey information.Moreover,Online and offline brand communities that built around brands exist the enormous commercial potentials,have became a important platform for modern enterprises to process marketing activities.Benefit from the rapidly development of various social media,social media marketing as a new business pattern was born.In another way,constant change of the global business environment put unprecedented competitive pressure on enterprises.One of the change is the transition in role of buyers and sellers,customers are not simply play the role of passive consumer as they used to,but seize the initiative of market and ask more demanding on product and service.The customer revolution make enterprises to realize that a good customer relationship is one of significant sources to build the competitive edge,many enterprises have realized that virtual communities have unique values in cultivating the loyal customers.by virtual communities,they can interact with customers more efficiently,generate word-of-mouth effect,shape a good image of their brands.Therefore,it’s quite valuable for enterprises to consider that if they can achieve the effective management of customer relations during the process of social media marketing.Xiaomi corporation,as one of the representatives of Internet companies in China,the company has achieved great success in a relatively short period of time,and faced many challenges at the same time.Xiaomi’s success with its Founder brand fans community,to promote the personification of enterprises,the use of brand fans to promote the effect is inseparable.Customer satisfaction as the center,the user’s participation as the guiding ideology and the cultivation of users and brand relationships,as far as possible to meet its target customers,namely mobile phone fancier demand,is an important means of millet maintain good customer relationship.Based on the theory of customer life cycle perspective and community marketing,This dissertation suggest that the construction of brand communities,including infrastructure,identitical space and interactive space,are the basis to implement community marketing,User portraits formed by user data are the basis to make social media marketing strategies and customer acquisition,customer retention,and customer retention is the conclude of Xiaomi’s marketing strategies that according to the stage ofcustomer life circle.The last part summarizes the possible problems such as low loose control in negative information of virtual communities,Easily be imitated marketing mode and deficient in channel development in the process to implement social media marketing.We accordingly put forward some suggestions to maintain a good brand image and customer loyalty,enhance the brand influence and cultivate the abilities to develop new customers.Based on the perspective of CRM,This dissertation research the social marketing,a new business model,in the meantime enables companies to better understand the value of brand communities in improve the customer relationship and help enterprises to improve and perfect it’s marketing strategies,Therefore this dissertation has certain theoretical and practical significance.