Xiaomi’s Success and Exploration of Marketing Strategy Heterogeneity

Yue Chen

2025

Abstract

Xiaomi is a consumer electronics company with a very successful marketing strategy. This article will take Xiaomi as the main case for analysis, and Xiaomi's core marketing strategy differentiation strategy includes Xiaomi's own market positioning. Xiaomi's sense of mission has also cultivated its unique fan culture. This fan culture establishes an emotional connection between the brand and customers, increases the user's sense of interaction, and always puts user demand feedback in the forefront, turning customers into active co-creators of the Xiaomi brand. So far, this article uses STP module, Value Co-Creation theory, and differentiation theory to show that marketing strategy heterogeneity ensures Xiaomi's market advantage. In summary, although Xiaomi has achieved a certain brand status and success in the fierce market with its unique marketing strategy heterogeneity.

Paper Citation

in Harvard Style

Chen Y. (2025). Xiaomi’s Success and Exploration of Marketing Strategy Heterogeneity. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 607-612. DOI: 10.5220/0013997000004916

in Bibtex Style

@conference{prmc25,
author={Yue Chen},
title={Xiaomi’s Success and Exploration of Marketing Strategy Heterogeneity},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={607-612},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013997000004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Xiaomi’s Success and Exploration of Marketing Strategy Heterogeneity
SN - 978-989-758-778-8
AU - Chen Y.
PY - 2025
SP - 607
EP - 612
DO - 10.5220/0013997000004916
PB - SciTePress