小米“双品牌”战略研究.pdfVIP

小米“双品牌”战略研究 内 容 摘 要 手机产商愈发重视对于双品牌战略的采用，国内厂商比较喜欢采取双品牌或 多品牌的战略模式，国内有华为作为先行者与主导者并取得了成功。但是，在实 际条件下可以得出的结论是，手机制造商不太可能采用双品牌或多品牌战略。确 切地说，只有华为的双品牌战略成功了，其他制造商却没有取得好的成绩。与华 为对标的国内手机产商小米也正式启动了双品牌战略。现在，小米和红米的图像 已基本清晰，由于其高性价比，红米仍保持了强大的竞争力。 本文通过对小米根据物联网趋势采用的双重品牌战略和生态链布局进行讨 论和分析，将小米作为研究对象。它为物联网时代的其他公司提供了参考和发展 建议。 关键词：手机；小米；红米；双品牌战略 I Research on xiaomis double brand strategy Abstract Mobile phone manufacturers pay more attention to the adoption of dual-brand strategy, domestic manufacturers prefer to adopt a dual-brand or multi-brand strategic model, domestic Huawei as a pioneer and leader and achieved success. However, it can be concluded under practical conditions that the success probability of mobile phone manufacturers adopting a two- brand or multi-brand strategy is small. Exactly, only Huawei dual-brand strategy has been successful, and other manufacturers have not made any significant achievements. And Huawei to the target domestic mobile phone manufacturer Xiaomi also officially launched a dual-brand strategy. Now, Xiaomi and Redmi images have been basically clear, because of its high price ratio, Redmi still maintain a strong competitiveness. This paper takes Xiaomi Company as the research object, through the discussion and analysis of the dual brand strategy adopted by Xiaomi Company and the ecological chain layout under the trend of Internet of things, it provides reference and suggestions for the development and application of other enterprises in the era of Internet of things. Key words: Mobile phone; Xiaomi; Redmi; Double Brand Strategy