Marketing Strategy Research Of Xiaomi Mobile Phone Based On The Consumer Behavior

The high-speed development of economy have promoted the rapid development of information technology while mobile Internet becomes increasingly prevalent and affecting the economic and social life of people.Competition in the smart-phone market tend to be intense and consumer's behavior has an important guiding role to the marketing activities of companies for consumer is the market entity.The MI brand is like a dark horse in domestic mobile phone market,coming into being in the in 2011 when internet industry booms,its unique marketing model and good performance draw the wide attention of the society.This article regard the MI as the object,research the marketing strategy of it basing on consumers' behavior.Through the analysis of its marketing environment,find out opportunities and challenges in the future that it will face;Using the SWOT analysis model to further analysis the advantages and existing problems;then from the perspective of consumers' behavior provide guidance for the marketing strategy of MI,and build a game model to explore the relationship between consumers and MI company,jumping to the conclusion that the essence of the competition in the smart-phone market is the competition of consumer resources.Consumer behavior is influenced by many factors,and it can help the MI company get the maximum benefit in the long-term development through these ways :improve the quality of products and differentiation,build new relationship with consumers,achieve double-win result with partners.In the end,put forward some countermeasures basing on the analysis of game model and the problems existing in the marketing of the MI.The research shows that,when facing the complex and changeling market environment,the MI company need to implement the differentiation strategy,maintain the brand image,find true loyal customers,hedge the risks of product homogeneity at the same time,constantly expanding the scope of the consumer groups,in order to realize the long-term development in the fierce competition environment.