Research On The Development Strategy For The Mobile Phone Business Of Xiaomi Company

With the continuous progress of mobile phone technology and with the rapid development of the society,the market in the internet and the diversification of mobile phone functions become the standard equipment,the fierce competition in the smartphone market in recent years has also prompted manufacturers to constantly seek changes.As the current leader in the field of mobile terminals,the emergence and popularity of smart phones not only change consumers’ habits how to use the mobile phone,but also see the profit points in manufacturers eyes.With the rapid development of Chinese economy,with the continuous increase of GDP and per capita disposable income.The diversification of consuming needs about smart phone,and it is more and more obvious to promote the subdivision of brands about smart phone.Predictably,the competition market in the future is a core competence of the brand about smart phone,rather than it is a kind of price competition,especially the domestic market is declining in the growth and consumer preferences are changing.It is more and more fierce for between manufacturers to compete in the market,and in this paper,the author studies on millet mobile phone is the one of the development of more rapid of mobile phone manufacturers.Xiaomi is one of the leading member of domestic smart phones,it always insists on making good products "touching people’s hearts and affordable",so that everyone around the world can enjoy the mission of a better life brought by science and technology.Xiaomi brands have created over 10 years,from the establishment at the beginning of the successful launch of carrying independent optimization of the beautiful MIUI system of super high cost performance of millet,and launch of the world’s first Internet hunger marketing model,ignite and blow up the smartphone industry,it didn’t spend a lot of money on publicity.From a large number of Xiaomi fans,building good word of mouth,and the word about value was synonymous with millet mobile phone at that time.When competition in the smartphone market is intensified and when consumer preferences is changed,Xiaomi has faced a series of problems.Such as: low market share in high-end smartphone share,lack of core technology,capacity of production in smartphone,marketing channels and promotions were single,Xiaomi fans Forfeit,etc.It is insufficient for core competitiveness to compete with Apple or Haiwei,which affects the strategic layout of millet mobile phone in the next 10 years,The background to competition is intense in the intelligent mobile phone market,it must judge the hour and size up the situation,grasp the opportunities,build characteristic superiority,reduce the disadvantage,accelerate the company strategic transformation,won the trust of users and recognition,causes the Xiaomi to obtain more development opportunities and space to grow up in the future.Based on the background of smart phone industry,this paper studies the development strategy of Xiaomi’s mobile phone business by applying relevant theoretical knowledge of strategic management.Formulate strategic goals suitable for the future development of Xiaomi.On the basis of elaborating the development status and existing problems of the company,this paper comprehensively analyzes the internal and external business environment of the company,uses the SWOT model to clarify the advantages and disadvantages of Xiaomi mobile phone and the opportunities and threats it faces,and constructs the SWOT matrix.Through the analysis of the smart phone industry suitable for the future development of Xiaomi mobile phone intensive strategy based on market penetration strategy and related diversification development strategy based on horizontal diversification.Formulate the strategy implementation measures suitable for Xiaomi’s future development.Xiaomi needs to speed up the layout of high-end models to seize the market share of high-end models;In addition,on the creation of new marketing patterns,enhances marketing ability in Xiaomi’s channel,and strengthening the hardware technique development devotion,improving the core competitiveness of mobile phones.Finally,achieving the multi-brand value,and realizing the win-win goal of Xiaomi and Hongmi brands,and realizing the strategic planning of Xiaomi mobile phone,and provide strong support for the development and promotion of the future brand of Xiaomi mobile phone.At the same time,a series of guarantee measures such as after-sales service,talent,corporate culture and other strategic implementation were developed,and finally,a rationalization plan was provided for the implementation of the strategy of Xiaomi mobile phone.