[小米案例分析英文版MIUI.pptVIP

Background Main products M chat（米聊）is a mobile terminal free instant messaging tools produced by Xiaomi. MIUI is a customized Android mobile phone operating system made by Xiaomi. Xiaomi Smartphone is designed for enthusiast mobile phone fans with high-performance. Analysis of Xiaomi Network Marketing Environment of smart phone market in China Market is huge. Chinese consumers like high quality and inexpensive. Price of some one thousand yuan highly cost-effective mobile phone will occupy the lions share of the Chinese smartphone consumer market. Xiaomi Smartphone is a high-performance smart phone. Target market People who has habits of shopping online and getting information from the network Price-sensitive middle-income group Web promotion Product Positioning Sales channels Online Sales: B2C e-commerce sales Marketing Strategy Word of mouth marketing Xiaomi Smartphone has attracted people’s attention by its excellent configuration and low price because more and more users care about the performance-to-price ratio. In the meantime, loyal users of Xiaomi Smartphone have increased and have left great influence on other people. Its high performance-to-price ratio is favored by people , this kind of marketing makes it succeed and lays basis for the online sales afterwards. The event marketing 1.Can engineering machine be sold? Selling engineering machine is a great innovation of Xiaomi Smartphone . It has done enough propaganda for mobile hardware advantage in early period, and the company sells engineering machine at a price lower than 300 RMB. The behavior has got media’s attention and the company has got valuable advice and suggestion to make improvement. 2. Hyping “the quality gate” Xiaomi Smartphone sinks into“the quality gate” after appearing on the market 20 days It has arisen problems such as buttons are inflexible and paint peels off. As the company has promised to make quality improvement and shoulder the responsibility of aftersales constructi