Construction And Operation Of Xiaomi “Mi Fan” Social Group From The Perspective Of Mobile Internet

Since the beginning of the 21 st century,the development of the mobile Internet has profoundly changed the behavioral patterns of all walks of life,especially the commercial circle.Building a highly cohesive community with high consumption power in the mobile Internet environment has become a key factor for business success.From the perspective of mobile Internet,this thesis conducts research on Xiaomi's construction and operation of “Mifans” social group to explore its success.As a star enterprise in the domestic Internet industry,Xiaomi is considered to be the first mobile phone brand in China that has succeeded by using the Internet thinking in the era of mobile Internet.This thesis first outlines the macro environment of China's Internet and mobile phone industry before Xiaomi was established,Xiaomi's entrepreneurial process and the development of the “Mifans”.From the macro perspective,the success of Xiaomi is closely related to the development of China's Internet and manufacturing industry as well as the rise of the fans culture.From the micro perspective,the success is inseparable from the entrepreneurial team's grasp of the mobile Internet wave and tireless innovation of products,especially its devoted operation of social groups and fan communities.Then it analyzes the three unique features of Xiaomi in treating fans from the perspectives of acquisition,maintenance,and management: using social media to transform fans;creating festival carnival scenes to maintain feelings;building pyramid models to achieve hierarchical management.The three support each other to form a stable triangular model,finally realizing the rolling development of “Mifans”.Finally,this thesis proposes suggestions to the latecomers by summarizing the development history of Xiaomi and its successful experience of constructing and operating the “Mifans”.Xiaomi and the latecomers must pay attention to three aspects of further developing Internet social group,practicing Internet thinking,and upgrading Internet industry.They must constantly grasp the changing consumer needs and change the business model to achieve sustained growth and development.At the end,this thesis reviews the whole article and looks into the future.It is believed that with the development of China's economy,there will be more and more companies like Xiaomi,and researchers should pay timely attention to them whether it is from the perspective “Mifans” social group,marketing or product,because their success will be a valuable experience for the rise of China's manufacturing industry,and their failure will also offer indelible lessons for China's manufacturing industry and even the global Internet industry.