Research On Internet Smart TV Marketing Strategy

With the rapid development of the Internet, Internet companies have joined the competition in the smart TV market. This paper takes Xiaomi as example to research the marketing strategy of Xiaomi smart TV. The study of this paper has some reference and guidance to the traditional TV enterprises.After the introduction of the development and status of smart TV, as well as the background of Xiaomi, we know the current dilemma of Xiaomi marketing. Xiaomi is analyzed from different perspective using various management tools like PEST model, SWOT etc. as well as using market research information. The characteristics and needs of the target consumer groups of the Xiaomi TV are analyzed and repositioned. The new marketing strategy is formulated through the combination of 4Ps and social media marketing.The three conclusions can be draw as follows.1. Xiaomi should increase the diversity of its products and adopt the collaborating marketing, integrating the inside and outside resources to improve the competiveness.2. More offline experience stores of Xiaomi should be set up for the more consumers’ experiencing to reach the final sales.3. Using social media marketing to expand the brand of Xiaomi TV for affecting more potential consumers and paying attention to the dissemination of high quality content, setting up the groups of consumers, creating consuming scenario and establish a good relationship with consumers.