Research On The Competitive Strategy Of Xiaomi Mobile Phone

Benefiting from the rapid development of mobile Internet,domestic mobile phone enterprises have experienced a period of rapid development.Domestic mobile phone enterprises of xiaomi,huawei,OPPO,VIVO and other brands embrace the Internet,attach importance to mobile phone design and system development,and attach importance to the publicity and sales of network channels,and their market share is increasing day by day.In recent years,domestic and foreign scholars have studied the competitive strategy of domestic mobile phone enterprises from the aspects of the development status,future trend and commonly used analysis tools and methods,and achieved a lot of results.However,most of the research objects are established mobile phone enterprises.In the context of rapid changes in the domestic mobile phone market,it is necessary to conduct systematic analysis and research on domestic emerging mobile phone enterprises.In the highly competitive domestic mobile phone market,domestic mobile phone brands have to face not only the great pressure of foreign well-known mobile phone brands,but also the fierce confrontation of domestic counterparts,domestic mobile phone enterprises are facing increasingly difficult situation.In order to help domestic mobile phone enterprises out of the predicament,find their own competitive advantages,avoid their own defects and deficiencies,in the domestic mobile phone market to obtain a dominant position,this paper takes xiaomi mobile phone as an example to study the competitive strategy of domestic mobile phone enterprises.Firstly,this paper introduces the research results of domestic and foreign scholars on competitive strategy,clarifies the development process of competitive strategy,and points out the trend of its future development.This paper elaborates on professor porter's five forces model,three basic competitive strategies and value chain theory,and introduces PEST and SWOT analysis methods commonly used in competitive strategy research.Then,combined with the actual situation faced by xiaomi,the external environment of the company was analyzed,including the macro environment and the industry environment.Macro environment analysis is to use PEST analysis method to analyze the political environment,economic environment,social environment and technical environment faced by xiaomi mobile phone.The industry environment includes the development status of the smart phone industry,the current status of major domestic mobile phone enterprises and the industry competition environment.The industry competition environment is to use the five forces model to analyze the barriers to entry,threat of substitutes,bargaining power of buyers,bargaining power of sellers and existing competitors.Then,the internal environment of xiaomi company is analyzed.The internal environment includes xiaomi's internal resources,value chain and core capabilities.Internal resources include xiaomi's organizational structure,human resources,corporate culture and operation mode.The value chain includes xiaomi's raw material procurement,r&d and design,manufacturing,marketing,logistics and distribution,and after-sales service.The core competence analysis is elaborated from the aspects of xiaomi's super high cost performance,unique Internet marketing model and excellent MIUI system.Then,based on the internal and external environment faced by xiaomi,SWOT analysis is carried out to find out its own advantages and disadvantages as well as external opportunities and challenges.From the analysis,it can be concluded that the competitive advantages of xiaomi mobile phones now include excellent MIUI system,unique Internet marketing model,good ecosystem,strong talent team and high cost performance.The main disadvantages of xiaomi phones include the lack of core technology,poor independent production capacity,insufficient after-sales service and high financial risks.The main development opportunities of xiaomi mobile phone include the strong support of the country for the communication industry,the increase of people's income and the change of concept,the huge development potential of 5G market in the future,the high proportion of the middle and low-end market and the great potential of foreign markets.The main threats faced by xiaomi phones include fierce competition in the same industry,gradual saturation of the domestic 4G market and patent technical barriers.Finally,this paper analyzes the current situation of mi mobile phone from the three basic competitive strategies of low cost,differentiation and specialization,and points out the advantages and disadvantages of mi mobile phone's current strategic management through strategic positioning,strategic selection and strategic implementation.According to the specific situation of xiaomi mobile phones,the differentiation strategy is finally selected as the competitive strategy for xiaomi's future development,and the differentiation strategy is implemented through product differentiation,marketing differentiation,service differentiation and market differentiation.It improves the competitive strategic management of mi mobile phone,so as to provide more effective guidance for the managers of mi mobile phone to make strategic decisions.