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Abstract摘要
在2011年8月16日，小米科技首席执行官北京798艺术中心，雷军宣布，小米手机正式发布。这已成为有超过十年的跨度，未来手机的时代已经过去了，手机市场已经进入了智能手机时代的信号。手机是IT时代的最重要载体，而且将创造人类的机会数量巨大。并激活潜在的关键是要找到最终创造用户的需求。本文将首先介绍了研究的背景和意义。在此之后，它会解释的营销策略的相关理论。然后，它会引入现状，分析了公司的网络营销策略的实现。在此之后，它会分析来自中国手机市场的观点和手机市场竞争对手的手机市场环境。最后，文章将显示在通过问卷调查收集的数据进行分析，并使用SWOT来显示小蜜竞争的主要优势。
自1998年以来，当中国正式进入手机生产，国产手机在经历了手机市场的跌宕起伏。 2003年，国产手机赢得了超过一半的市场份额，2004年然而，市场份额下降到只有30％左右，然后达到了顶峰，形势已经持续到现在。在发展的过程中，智能手机市场已经见证了很多挫折和机遇。
In August 16, 2011, Beijing 798 Art Center, Lei Jun, the CEO of Xiaomi Technology announced the official release of the Xiaomi mobile phone. This has become the signal that over a span of ten years, the era of future phone has passed and the phone market has entered an era of smart phone. Mobile phone is the most important carrier in the IT era, and it will create huge number of opportunities for human. And the key to activate the potential is to find and ultimately create users’ demand. This essay will firstly introduce the background and meaning of study. Following this, it will explain the related theory in marketing strategy. Then it will introduce the status quo and analyze the achievement in internet marketing strategy of the company. After this, it will analyze mobile phone market environment from perspectives of Chinese mobile phone market and the mobile phone market competitors. Finally, the essay will show the analysis on data collected by questionnaires and use SWOT to show the main advantage in competition of Xiaomi.
Introduction介绍
Since 1998, when China formally entered the mobile phone production, domestic-made mobile phones have experienced ups and downs in mobile phone market. In 2003, domestic-made phone won more than half of the market shares and reached its peak in 2004. However, the market shares declined to only about 30 percent then, and the situation has sustained until now. In the process of development, the smart market phone has witnessed so many setbacks and opportunities. This essay will come up to suggestions for smart phone market in China through a series of analysis.
Competitions in the mobile phone market are most the competition between the newly-designed products, because the phone has already turned into ordinary fashion merchandise from luxuries. For the purpose of meeting the fashion needs and even guiding the fashion needs of consumers, mobile phone manufacturers have to launch new designs constantly. The success of a mobile phone brand is closely related to the popularity of its new products, and in this field, the major manufacturers are engaged in a fierce competition. In other words, the success is mainly depends on who can apply a successful marketing strategy. The growth and success of a brand or a vendor are not depending on one strategy or program, but on a series of successful marketing strategies, or more specifically, the effectiveness of the whole marketing strategy system.
Literature Review文献
Previous research on marketing strategies provides us with valuable theories to rely on. Here, the author will list and introduce some of the literatures that are useful in the writing of the essay.
Stanley F. Slater(2009) studied the relatively important function that business administration and strategy of environment affecting assessment perform in the marketing creativity and effectiveness. By studying this, researchers are able to provide guidance on the management and optimize the allocation of resources.
Kyriakos Kyriakopoulos(2004) pointed out that the marketing positioning of a company should be based on the combination developing strategy and the market developing. Under this condition, they insist on the opinion that if provided with an effective theory focused on client needs, the flow of information during the market process can be accelerated, and as a result, a dynamically connected market would take shape.
Florence Crespin-Mazet(2007) and his partners studied the developing marketing strategies in construction industry, and they discovered the condition under which conditions cooperation and development of projects would be considered to be a viable and competitive marketing strategy.
Kwaku Atuahene-Gima(2006) along with his team expanded the study on the relationship between the new products and marketing strategies based on new adventures technologies, and they discovered that additional industrial relations and dynamic market are helpful to strengthen the performance of a new marketing strategy designed for the products in the market.
Mirjam A. Tuk(2009) said in the “Interpersonal relationships moderate the effect of faces on person judgments” that purchasing preferences of customers can be influenced by facial expressions and reactions towards a certain product. As a result, companies should pay more attention to the interpersonal facial expressions and establish a positive word of mouth among customers.
Eleri R. Rosier(2010) invented and tested a conceptual model, which is about the results brought by rational insights that key executives and marketing managers have during the decisive process. The results show that if the middle marketing managers can trust their senior marketing staff and their legitimate operation, effective marketing strategy might be came up with.
Leonidas C. Leonidou(2002) analysed the existed export marketing strategy and reached several conclusions. Fist of all, although marketing strategies generate a positive impact on exports and international market shares, they does not always play a key role in these terms. Secondly, export performance index has a strong influence on export sales. Thirdly, time, the geographical center and product category have limited influence on the export marketing strategy.
Angelica M. Vecchio-Sadus(2004) studied marketing strategies that aim to strengthen the safety culture. The researcher points out that in order to facilitate the healthily and safely development of the organization at all levels and achieve a positive safety culture, it will be an effective strategy that encourage the employees to participate in the process of decision making and problem solving.
Fareena Sultan(2004) investigated the evolution of network marketing strategies from both longitudinal and exploratory aspects. The research focused on how the evolution of the Internet developed over time and what factors have caused the evolution occurred. Research showed that companies are taking advantage of the high efficiency created by the Internet value chain to reduce producing costs and improve the relationships between customers, channels and companies.
Vikash Naidoo(2010) investigated and analysed the effects of market positioning, marketing innovation and business strategy and discussed whether marketing innovation can help resist the challenging operation in the current economic conditions. Based on these researches, the researcher used a structural equation model tested the conceptual model related to market positioning, marketing innovation, competitive advantage and business survival.
Michel Laroche(2009) studied Internet consumer behavior and marketing strategy. The result of this research has been classified into four main contributions in this field, the impact brought by trust and virtual communities, understanding the electronic word of mouth, promoting consumers’ response to price on the Internet, and consuming issues on marketing strategies.
Bill Merrilees(2007) mainly focused on marketing strategies in retailing market. The study elaborated on the study covering discount departments and cheap stores. Trough verifying whether the formation of the same structure model was applicable to a variety of brand culture, the results showed that the quality of retailing service is a key variable during the process of forming a factor model of a brand.
Denise Jarratt(2001) described how the marketing strategy evolutes in the context of the new organizational competitive environment. The model particularly explained how the company objectives of marketing activities and marketing strategy works between each other and put up with the method of realizing the marketing strategy.
Katia Campo(2004) took large supermarkets as examples to examine how to adjust spatial pattern according to local conditions. During the process, the researcher firstly tested the conditions base on which the micro-market can be beneficial, especially how these benefits generates depending on stores. Management philosophy of this study may be widely used in the retail business.
The research of J. VanDelinder(2008) indicated that the social marketing includes basic communication strategies of specific groups and cultural patterns around the behaviors on major food. The data and results of the research showed that it is necessary to design appropriate social marketing activities that suit the cultural background well and thus guide the direction for future researches.#p#分页标题#e#
However, all of these literatures involve only one aspect of marketing. In fact, the smart phone marketing strategy should be a combination of several factors. In the essay, the 4Ps theory coming from E. Jerome McCarthy and SWOT theory will be used as the main line to analyse the product, price, place and the promotion on China’s smart phone marketing strategy system and discover the opportunities for smart phone market in China. The SWOT theory is also called SWOT Analysis, which is mostly used to make sure the advantages and disadvantages, in other words, opportunities and threats, and accordingly determine the strategic positioning of the enterprise. The aim of SWOT Analysis is to maximize the use of internal strengths and opportunities and reduce the weaknesses and threats of enterprises to a minimum. This theory has now been widely used in the field of individual job research and corporate strategic planning.
Research Objective
The essay aims to point out the competitive advantages of the MIUI, and provide valuable references and suggestions for the marketing management work of the MIUI Company; more importantly, it lays a good foundation for the smart phone companies’ market positioning, recommendations on products and the mode of development in China mainland.
Target
Marketing strategies of MIUI
MIUI is a typical domestic brand in China, of which both the products and marketing strategies are so typical that can be used as example to analyse the current situation of domestic-made mobile phone.
Smartphone Marketing Strategies in China
Through analysis on competition of domestic and international brands of mobile phone, the essay will find the advantages of domestic mobile phone and the forthcoming challenges and opportunities.
Research Problem and/or Hypothesis
The main the research problem is the factors that affect customers’ purchasing intentions in China. In China mobile market, the most favorite brands among customers are Apple and MIUI. Of the two brands, Apple has maintained and consolidated a leading position in its industry, while the MIUI is becoming the new favorite among smart phone market because of the innovated technology and low price. The research problem of this essay is to discuss what the main causes of the situation are. Factors such as price, brand or previous experience, design, weight, camera, size storage capacity, operating system and battery life are put in the model.
Key Concepts
Price is the ranks the first in all the variables. It is the selling price of mobile phones on the market. This can be gathered through official websites of companies.
Brand or previous experience, design and battery life are more subjective, these information can be gathered by questionnaires given out to customers. These data can be used to describe the personal preference of each buyer.
Weight, camera, size storage capacity and operating system are device parameters, which can be collected both on the official websites and on the specifications of products.
All of these are used as variables to analyse the relationship between the brand popularity and the mobile phone marketing strategy.
Research Design
Qualitative and quantitative researches are two generally accepted methods to be considered in research. On a whole, the essay will use quantitative research, that is to say, to get a conclusion on smartphone market of China by analyzing MIUI. To analyse MIUI, we need to get the first-hand data. To achieve this goal, we will design questionnaires, in which each question should include a variable, and give them out randomly through internet. As a result, we can design model and analyse the data by SPSS, in order to discuss how these factors, in other words, variables affect the phone preferences of customers.
Instrument Used
The instrument used to gather the data should be the online survey systems. Online survey refers to the intelligentize the traditional survey and analysis via the Internet. For example, the datagle online survey system, which is often used internationally, and domestic Surveypark online survey system, which is often used in China domestically. Online survey systems are mainly used in the field of enterprise management, product marketing, advertising, business promotion and many other commercial activities.
These online survey systems are very powerful in function. Taking the surveypark online survey system as an example, the platform not only combines professional company market research experience gained by years of research with expertise knowledge, but also integrated advanced software technology both internationally ad domestically into the system, enabling enterprises carry out market surveys more easily. Through this kind of system, the companies can calculate the lowest cost of data collection, finish statistical analysis, and make the major decisions in a relatively short time.
The research uses the surveypark online system to collect data. The system can automatically classify the qualified questionnaires, suspecting questionnaire, and waste volumes. Apart from that, the system can punish the cheating users in its own way, and this will ensure the authenticity of the collected data.
Procedures of Study
The first-hand data are collected from questionnaires given out randomly on the Internet. The data are from people in every level of the society and most regions of China. However, because of the questionnaires are given out on the Internet, most of the answers are from youngsters and middle-aged person, aging from 18 to 40.
The second-hand data are coming from National Bureau of Statistics, China Economic Information Network database and Market research firm of Nielsen. These statistics can be more objective. These data are mostly used to grandly describe the situation of MIUI and smart phone market in China.
Statistical Treatment of Data
The instrument used to analyse data in this essay is called “SPSS（Statistical Product and Service Solutions）”, which is one of the most famous statistical analysis soft wares in the world. The results of this software can be clear, intuitive and easy to be used. Besides, the results can be read directly by EXCEL and DBF data files. This software has been promoted to a variety kinds of computer operating systems. Along with SAS and BMDP, SPSS is known as one of the world's most influential statistical soft wares.
This software is quite powerful in function, especially in terms of linear analysis. In order to achieve predictive capabilities, a variety of complex sampling study of continuous variables and general linear model will be fully introduced into complex sampling module, such as market research on customer satisfaction data modeling. Thus, for any arbitrary complex sampling study, such as multi-stage stratified cluster sampling, or more complex, PPS sampling, researchers can realize a wide range of goals, varying from the sampling design to statistic description and even to complex statistical modeling and operate the whole process of analyzing the factors. As a result, ANOVA model, linear regression model, logistic regression model and many other complex statistical models can be established by SPSS.
SPSS can be downloaded from the official website freely.
References文献
Angelica M. Vecchio-Sadus, Steven Griffiths(2004). Marketing strategies for enhancing safety culture. Safety Science, vol. 42 no. 7, pp. 601-619.
Bill Merrilees, Brent McKenzie, Dale Miller(2007). Culture and marketing strategy in discount retailing. Journal of Business Research, vol. 60 no. 3, pp.215-221.
Denise Jarratt, Ramzi Fayed(2001). The impact of market and organisational challenges on marketing strategy decision-making: a qualitative investigation of the business-to-business sector[J]. Journal of Business Research. vol. 51, no.1, pp. 61-72.
Eleri R. Rosier, Robert E. Morgan, John W(2010). Cadogan. Marketing strategy and the efficacy of procedural justice: The mid-level marketing manager in industrial service firms. Industrial Marketing Management，vol. 39, no.3, pp. 450-459.
Fareena Sultan, Andrew J. Rohm(2004). The evolving role of the Internet in marketing strategy: An exploratory study. Journal of Interactive Marketing, vol. 18, no.2, pp. 6-19.
Florence Crespin-Mazet, Pervez Ghauri(2007). Co-development as a marketing strategy in the construction industry. Industrial Marketing Management. vol. 36, no.2, pp. 158-172.
J. VanDelinder, S. Parker, C. Briley, S. Miracle(2008) “Get Fresh”: Social Marketing Strategies to Promote Healthy Eating within the Chickasaw Nation of Oklahoma. Journal of the American Dietetic Association, vol.108, no.9, pp. 111.
Katia Campo, Els Gijsbrechts(2004). Should retailers adjust their micro-marketing strategies to type of outlet? An application to location-based store space allocation in limited and full-service grocery stores. Journal of Retailing and Consumer Services, vol. 11, no. 6, pp. 369-383.
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Kwaku Atuahene-Gima, Haiyang Li, Luigi M. De Luca(2006). The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management, vol. 35, no.3, pp. 359-372.
Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee(2002). Marketing strategy determinants of export performance: a meta-analysis. Journal of Business Research. vol. 55, no.1, pp. 51-67.
Kyriakos Kyriakopoulos(2004), Christine Moorman. Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation. International Journal of Research in Marketing, vol.21, no. 3, pp.219-240.
Michel Laroche(2009). Advances in internet consumer behavior and marketing strategy: Introduction to the special issue. Journal of Business Research. no.20
Stanley F. Slater, G. Tomas M. Hult, Eric M. Olson(2009). Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Industrial Marketing Management, no.03.
Vikash Naidoo(2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management, no.03.
Working Plan
Month
Working program The
first month The
second month The
third
month The
Forth
month
1.topic selection
2.make sure the target
3.data gathering
4.analyse the data
5.write the thesis
6.discuss with mentor and revise
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