Development Strategy Based On The Businessecosystem Theory Millet Phone

With the revolutionary progress of the information industry these years,0.5billion cyber citizens and1billion mobile phone users, China is a tremendous andpotential market. To grasp this great opportunity, the magnates in the business line ofthe mobile phone make every effort to improve their share of market; therefore thecompetition is becoming keener. At the same time, internal businesses are faced withthe great pressure from the international magnates and suffering from the lower shareof the market due to the lack of creativity, bit by bit they are obliged to be thebystander of the main wave.However, with the birth of “mi-phone” on Aug.16,2011, the setup has beentrying to change the poor situation of made-in-China mobile phones and Chineseenterprises by one and another breakup and creativity, and the structure of the mobilephone market are changing at the same time.On the back ground of the keener competition environment of the terminal moveInternet marketand the uprising of the “mi-phone”, with the theory of brandeco-system, in this essay we will first analysis the macro-economic environment theinternal business such as “mi-phone” company are faced with. Then, under the“mi-phone” eco-system that we have constructed, with the several models, we will tryto find out and analysis the uniquely ecological niche in the eco-system of themi-phone. And base on this, we will construct the value chain model of mi-phone inthe business eco-system, analysis the process of increasing in value in detail, aimingat finding out the ways to maximum the business value of mi-phone. What’s more,evaluation analysis of the problems that exists in mi-phone and the looking into thefuture development will be made. Finally, based on the detail analysis andinvestigation and survey we have made in real earnest on the setup, we will try to putforward a marketing scheme aiming at a particular group—the university students anddevelopment scheme of “Home of XiaoMi” community, look into distance to explorethe ways for mi-phone.