Insights Into Xiaomi Smartphones’ Marketing Strategies from STP Theory and 4P Perspectives

Abstract

In the highly competitive smartphone industry, consumer preferences are diversifying and markets are becoming saturated. Xiaomi, a global tech firm since 2010, has made achievements in the smartphone market. However, in-depth and comprehensive case studies on its marketing strategies are lacking. This study conducts a thorough case analysis of Xiaomi's smartphone marketing strategies, integrating theoretical frameworks with in-depth analysis, including STP analysis and 4P marketing strategy analysis. The research finds that Xiaomi segments the market in multiple ways, targets various consumer groups, and positions itself with cost-performance. Its marketing strategies cover product, price, place, and promotion. For example, it uses a dual-brand product strategy, a multifaceted pricing strategy, multi-channel sales, and integrated online and offline promotion. Nevertheless, Xiaomi has some issues. It over-relies on price-based segmentation, its channel integration needs strengthening, and its public communication strategy has weaknesses. To address these, Xiaomi should diversify segmentation variables, enhance channel integration, and improve public communication content and tone. This can help Xiaomi better meet consumer needs, enhance brand competitiveness, and expand market share in different segments.