Keywords: marketing management papers
introduce
As a rising star of smart phone operating system, Android system quickly occupied half of the global smart phone market in 20 12 and became the mainstream system of smart phones. It is precisely because of the open source characteristics of Android system that it brings opportunities to the development of domestic mobile phones. It is said that Xiaomi mobile phone, the first mobile phone enthusiast in China, was produced under such a background. Xiaomi Company is a new operating mode company integrating smart phone research and development, software development and mobile Internet business operation. Xiaomi mobile phone can succeed in a short time, not only because its high selling point is favored by young friends in China, but also because of its unique marketing strategy.
1 4p marketing theory of Xiaomi mobile phone (product, price, channel and promotion)
1. 1 product
(1) performance. Xiaomi's mobile phone is very powerful and always maintains a leading position in hardware; Secondly, Xiaomi mobile phone has its own MIUI intelligent operating system based on Android, which not only conforms to the usage habits of Chinese people, but also is very fast and convenient. Finally, a large number of technicians from many well-known technology companies have gathered in the enterprise, which makes the research and development of Xiaomi mobile phone system based on very high-end technology. It can be said that with good quality and technology as support, Xiaomi will develop for a long time.
(2) Market positioning. Market positioning, also known as product positioning and competitive positioning, simply means paying attention to customers' demand for product attributes, thus creating a distinctive and personalized corporate image, enabling the intuitive information of the enterprise to be conveyed to potential customers to the maximum extent, and enabling products to gain a strong competitive position in the market.
The success of Xiaomi mobile phone is attributed to the accurate positioning of the people who are suitable for making mobile phones by Lei Jun, chairman and CEO. First of all, people born after 1980s and 1990s often use the Internet and are willing to experience new things. Secondly, people with a monthly income of more than 2,000 yuan have certain requirements for the performance and hardware of smart phones. Thirdly, mobile phone enthusiasts who pursue high configuration and new technology. It can be seen that the positioning of Xiaomi mobile phone is not aimed at all applicable people, but limits potential consumers, which proves to be successful. In short, accurate market positioning allows Xiaomi to quickly gain a larger market share among many registered users who are publicly sold or out of stock, and seize the market and customer base for future product operation.
(3) packaging. First of all, because mobile phones are relatively sophisticated instruments, they should not be subject to too many bumps and collisions. Therefore, the packaging design of Xiaomi mobile phone pays great attention to load-bearing and anti-falling ability, which is also a reflection of Xiaomi brand concept. In terms of bearing strength, Xiaomi Company increased the bearing strength of the packaging box from the initial 85KG to 150KG in the packaging research and development process, which is enough for the packaging of Xiaomi mobile phone to cope with all kinds of extrusion and collision in the transportation route. Secondly, in terms of packaging details, the simple, fashionable and environmentally friendly kraft paper packaging does not have too many color printing designs on the surface, which is in line with Xiaomi's advocacy that "no design is the best design", which has become Xiaomi's unique design; The layout after unpacking is simple and clear, and these details will leave a good impression on consumers.
1.2 price (price)
The market price of Xiaomi mobile phone for "China mobile phone enthusiasts" is only 1999 yuan, which is close to the cost. In the psychological comparison of consumers, this price is the most acceptable for consumers in similar mobile phones; At the same time, the market retail price of 1999 yuan is also very attractive to mobile phone users who are eager for high configuration; In addition, when new and old products alternate every year, a new generation of products is continuously launched at the price advantage of 1999 yuan, while the old products are reduced to 1499 yuan, further stimulating more consumers' desire to buy, which is extremely lethal in the market. It can be seen that the price of Xiaomi mobile phone is more civilian than the high-priced high-end smart phones of brands such as Apple and Samsung.
Nowadays, in the fierce market environment, Xiaomi mobile phone continues to meet the needs of different consumers with the strategy of high quality and low price in order to seize more market share. Therefore, it can be said that low price is an effective strategic way for Xiaomi mobile phone to quickly seize market share.
1.3 channel (bit)
On 2011August 16, Xiaomi Mobile organized and planned a new machine launch conference very similar to Apple in the famous 798 Art District in Beijing. So far, Xiaomi mobile phone is the first mobile phone brand in China that dares to release new products in this way, which has attracted many reporters' reports, thus making Xiaomi mobile phone win the high attention of many media and mobile phone enthusiasts with this high-profile conference. This invisible attention has also become a free marketing advertisement for Xiaomi mobile phone.
1.4 promotion
Xiaomi mobile phone is keen to choose cooperation and promotion strategies with other companies, and has set up several trial sales points. At the same time, some Xiaomi mobile phones will be given to employees or consumers as holiday gifts or feedback gifts to expand the influence of Xiaomi mobile phones, and a promotion team will be set up to let people know more about Xiaomi mobile phones through various promotion activities, thus stimulating consumers' desire to buy again.
(1) Hunger Marketing. The so-called "hunger marketing" method means that commodity providers consciously reduce the output of products, artificially create a controllable relationship between supply and demand, and create a market illusion that demand exceeds supply, so as to achieve the purpose of maintaining commodity prices and profits. The focus is on the attractiveness of products to consumers, and how to make consumers feel the sense of urgency that demand exceeds supply.
Xiaomi Company has its unique skills in controlling hunger marketing. First of all, Xiaomi's hunger marketing is based on accurate evaluation and investigation of market capacity, fully understanding market demand and planning the actual output of products; Secondly, Xiaomi's hunger marketing ensures the irreplaceable uniqueness of products and services in the implementation process, which greatly stimulates consumers' desire to buy; Finally, Xiaomi Company is always secretive in the promotion of new products, which has aroused the appetite of the media and "rice noodles" and made them willing to create momentum for Xiaomi's new product launch conference for free, and then release a new generation of products under the grand occasion of public concern. Moreover, after the release of a new generation of products, the supply of goods is insufficient, which makes consumers who have not bought products itch. It can be said that Xiaomi mobile phone has accurately grasped the scale of "three points full, seven points hungry" in hunger marketing, thus winning the domestic market.
Hunger marketing is a double-edged sword for enterprises. The key is how to use and control it correctly. We should not only grasp the hunger, always keep a sense of crisis, but also insist on continuous innovation ability, so that our products will always be at the forefront of fashion, technology and people's needs. Only when enterprises form their own unique corporate culture can they be invincible in "hunger marketing".
(2) Weibo marketing. Weibo takes Weibo as the marketing platform, and every listener (fan) is a potential marketing target. Enterprises use their own Weibo to spread enterprise information and product information to netizens, thus establishing a good corporate image and product image. ? Xiaomi Company has its unique strategy in the application of marketing in Weibo. First of all, whenever a new product is officially released, founder Lei Jun will communicate with people who pay attention to Xiaomi through Weibo, thus truly transmitting some feedback information about Xiaomi; Secondly, senior leaders also make full use of well-known IT experts Weibo to promote new products; Finally, the team of the company had a timely and effective interaction with "Rice Noodle" in Weibo, which fully answered its doubts. It can be seen that Xiaomi Company makes full use of the emerging platform to create momentum for Xiaomi mobile phone, and also allows more users to participate in the R&D and improvement of Xiaomi mobile phone, which fully reflects the respect for consumers.
In a word, Weibo marketing pays attention to the transmission of value, the interaction of content, the layout of the system and the precise positioning. It can update the content to interact with you every day, or publish topics of interest to achieve the purpose of marketing. It can be said that Xiaomi Company applied Weibo marketing to the extreme, which greatly promoted the company's development.