Based On "Internet+" Xiaomi Smart Phone Marketing Strategy Research

In the era of mobile Internet,the global science and technology develops rapidly,and the rapid update and circulation of knowledge information,people's demand for smart phones continues to rise.At the same time,the smart phone business of domestic brands has risen rapidly,breaking the previous market environment with iPhone and Samsung leading position,and at the same time,it has also aggravated the market competition of global smartphones.In this market trend,there are many new Internet companies are grasping the opportunity to create Chinese brands,and Xiaomi is an outstanding representative of them.Xiaomi's smart phone broke the traditional marketing model and only seized the essence of Internet thinking.In a short span of several years,Xiaomi's smart phone jumped to the front of the smartphone market.However,in the study,we found that with the decline in the shipment of Xiaomi smartphones in the past two years,its marketing model also revealed certain problems.Xiaomi's success brings valuable experience to Chinese Internet companies.The "Internet + marketing" model has also entered a new exploration phase.This paper adopts literature analysis,questionnaire survey and quantitative qualitative analysis method,thoroughly analyzes Xiaomi company's marketing strategy,and proposes the problems in the marketing process of Xiaomi.It adopts the questionnaire survey method to conduct mobile phone performance in the smart phone market-brands.Data research,using spss analysis method for cluster analysis,get five market segments,according to the results of questionnaire survey and market segmentation characteristics Xiaomi marketing model recommendations.There are three parts in this article:the first part is background research on the smart phone market,briefly describes the development status of the global and domestic mobile phone market and the revolutionary changes brought by the arrival of the 5G era,and then describes the research status of domestic and foreign markets.This paper summarizes and summarizes the theories that will be used in this paper,and finally puts forward to the research ideas and methods of this paper.The second part is the analysis of the external environment of the smart phone market and the internal environment of the Xiaomi smart phone.At the same time,it elaborates on Xiaomi's existing marketing strategy and puts forward the existing problems.The last part uses SPSS analysis tools for qualitative analysis,combines the results of the questionnaire survey,draws a cognitive map,and proposes a solution to Xiaomi smartphone marketing optimization strategy.