| In recent years,the rise of 5G technology has accelerated the development of our country’s mobile phone industry.However,judging from the competition in the mobile phone industry at this stage,the product layout of major brand manufacturers in the field of smartphones is seriously homogeneous,and each company has a comparison in the field of smartphone layout.Indicator types are converging.This article takes Xiaomi mobile phone as an example to analyze the development,operation status and existing problems of Xiaomi mobile phone.Through the development history of Xiaomi mobile phones,it was discovered that Xiaomi mobile phones focused on low-cost,high-end,online sales at the beginning of its establishment,and quickly opened up the market.However,after market differentiation,high cost performance has also become a stumbling block to development,and as other mobile phone manufacturers have begun to launch their own cost-effective products,the current Xiaomi mobile phone competition in the cost-effective market has intensified.In addition,the implementation of 5G has carried out a wave of technical updates.Since the main production mode of Xiaomi mobile phones is outsourcing,it lacks self-developed core technologies,and the product industry chain of other competitors is not perfect enough.In this environment,find the corresponding competitive advantage and actively avoid the shortcomings of its own development,so as to maintain a long-term competitive advantage in the mobile phone market.Combined with the actual situation currently faced by Xiaomi,firstly through the PEST model to analyze the political environment,economic environment,social environment,technological environment and other external environments of Xiaomi mobile phones,and then to analyze the internal and external environment of Xiaomi Company through the five forces model,The results show that the entry barriers of the mobile phone industry are relatively high,the threat of new competitors is relatively weak,and substitutes will pose a certain threat to Xiaomi mobile phones,but relatively weak.However,the bargaining power of Xiaomi mobile phone buyers is relatively weak,and the bargaining power of sellers is relatively strong.Compared with other competitors,Xiaomi still has a lot of technological gaps;through SWOT analysis,it is found that Xiaomi mobile phones have better cost performance,platform software advantages,and teamwork.A strong lineup and a complete ecosystem.However,its core technology is not strong enough,its independent production capacity is weak,and its after-sales guarantee is not perfect.Through the analysis of the four strategic directions,Xiaomi is suitable to adopt a growth strategy(SO strategy).Xiaomi mobile phones have achieved brand value overseas by virtue of their cost-effective advantages.They can use their existing advantages to build highend models as the core and segment market users.Group,expand the overseas mobile phone market and cooperate with other business development according to the changes of the times,in order to establish a competitive advantage in the face of fierce competition in the same industry.Clarify the advantages and disadvantages of Xiaomi’s current development,and at the same time analyze Xiaomi’s external environment to determine its development opportunities and threats.The positioning and selection of Xiaomi’s mobile phone competitive strategy should be based on the internal and external conditions and existing specific problems faced by the company to maximize its strengths and avoid its weaknesses.With the help of strategies such as cost leadership,centralization and differentiation,a comparative analysis is carried out,combined with the specific situation of Xiaomi mobile phones,a comprehensive selection is made,and a differentiation strategy that is more suitable for Xiaomi is obtained.At the same time,based on the differentiation strategy of Xiaomi mobile phone,it expounds the current implementation of differentiation from four aspects: market,marketing,service and product,and gives some reference suggestions.The specific strategies are: 1.Carry out market segmentation and identify target customers;2.Actively expand overseas high-end markets;3.Increase software research and development to improve user experience;4.Use fans and mobile communities for differentiated marketing;5.Optimize after-sales service and shape brand image.Aiming at some problems existing in Xiaomi at present,it puts forward the competitive strategy guarantee measures of Xiaomi mobile phone: increasing core technology research and development;improving independent production capacity;strengthening resource allocation efficiency. |
