Marketing Strategy Analysis Based on Consumer Behaviour

Since the release of Xiaomi in 2011, it has gained great success in the market with its unique marketing methods and product concepts. In this thesis, through in-depth study of the theory of Xiaomi mobile phone, combined with SWOT analysis model and 4P theory, we analyse the advantages and shortcomings of Xiaomi mobile phone, as well as its pricing, channels, promotions and other factors. According to the marketing environment of Xiaomi mobile phone, we can better predict the opportunities and challenges faced by Xiaomi mobile phone in the future. On the practical side, this thesis puts forward clear ideas and suggestions for the problems of the current development of Xiaomi mobile phones in China. These ideas and suggestions will provide the relevant government departments in the establishment of effective and reasonable marketing strategy, summarise the advantages of the marketing strategy that Xiaomi mobile phone is now using and its shortcomings. Finally, some suggestions are made for some of these problems.