小米公司SWOT分析(英文版)

20/20SWOTAnalysisReｐｏrtｏnXｉaｏmｉＣompａｎyＩ.CｏmｐanysｙnoｐsisXiaomicompａｎｙisｆouｎｄedｂｙＬeiＪｕn，atotａlofｓevｅnｆｏunders，rｅsｐecｔively,fｏundeｒ，ｃhaｉｒmananｄCEOＬeｉＪｕｎ,co-fouｎdｅrａndCEOＬiｎBｉｎ，co—founderａndviceｐresｉｄeｎｔＬiＷaｎqiang，ＺhoｕＧｕanｇpinｇ,HｕangJｉangｊi，LiuDｅ,HonｇFeng.Launcheｄattheendｏf201０moｂｉlephｏnｅｒｅaｌnamecommｕｎitｙmｃhaｔ,laｕnchedinｓixｍoｎthsregistereｄuｓeｒsexceeded3０0００0０．Inaｄdｉｔion，ｔｈecoｍpanyａlsolaunchedｍobｉlephonｅoｐerａt(yī)ingsysteｍMIUI,thｅeｎdｏftheyear6MIUIｃommｕnityofovｅr3000０0aｃtivｅusers。InＡuguｓt１6，2０１1，thecomｐanｙthrｏuｇhtｈｅｍedｉaofｃomｍunｉcａｔiｏnwilｌbeoffｉｃiallyreleａｓedXiaomimobｉlephoｎｅ．Ｍchat,MIUＩ，ＸiａｏｍimoｂiｌｅphoneisｔheｐｒoｄｕctofthｒeebigcｏｒｅteｃhnolｏｇyoｆＸiａomi．1．CuｌturaldeclaratｉonｏｆXiaｏｍｉXiaomipeｏpｌelikeinnovaｔion，faｓtInteｒnetcuｌtｕｒe，ｎoｔａbｏringｍeetingaｎdpｒocess.Partnerｓｈipwoｒkingatmosphｅｒｅofequaｌity，reｌaｘｅd，enjoyｗithtechｎoｌｏgiｅs,produｃts，desigｎaｎdotｈertoptalentｊｏｉntveｎtureｇrowthofpleasure.Avｅryｃｏmmoｎnaｍe"Xiaoｍi＂，butｗehaveneveｒmeｄiｏcｒｅ，ｂecauseｔheXiａｏｍipｅrsoｎｉscoｍposｅdfｒoｍtheｄｏmesticITcｏmpanies，MｉｃｒosoftGoogle，JinshanＭastｅr,dｏnotｔｈｉnkｔhaｔtｈeyｗillｏｎlｙpｌaytotheｉｒtalentsｉnfrｏntoｆthecoｍpuｔer，therealgeｎｉｕsandｅxpertｗilｌletyｏuｃａnfeeltheircreａt(yī)ｉveataｎytｉｍe。2.ＴｈｅoriｇinofｔhｅnamｅofXｉaoｍiＬｅiＪｕniｎtｒodｕcetheｏｒiginoftheｎameｏfXｉaomi，saiｄXｉaomｉpiｎyinisＭｉ,thｅfiｒｓtｉsMｏbｉleＩnｔerｎｅｔ,XiaoｍｉｔodomoｂiｌｅＩｎｔernetCo；ｆollｏwedbｙmｉｓsionimpossibｌe，Ｘｉaｏｍitｏcｏmｐｌeｔeｃaｎnotｃompletetｈetａsk；oｆcoｕrｓｅ，wewaｎｔtoｃonqｕｅrthｅworｌdｗiｔhＸiaomiａｎｄrifｌｅ.Finally,weｈopethat＂theXｉａoｍi”beｃomefriends。Iｎaｄditｉｏn，ＸiaomiｎewLOＧOｕpsiｄedownisaheａｒt,aｌittｌeｂit,meａｎstｈataｌｌowｓtｈｅｕsertosaｖeａdeｓsert．3。ＩmpｏrtantｅventsofＸiａｏmiＩn201０Ocｔobｅr—20１1ｙeａrinJulyiｎ20１１Augustresearchａnddevelopmenttoｃｏmpleteｃlosureoｆreseａｒchａnｄdeｖｅlｏpment.IｎAuguｓt1６，20１1，XｉaｏmimｏbileｐhｏｎeｃoｎfｅrenｃeheldinBｅijiｎg798ＡrｔCｅntｅrＤ·ＰARKBｅｉｊingclｕb,oｆｆiｃｉaｌｌｙrｅlｅａsedXｉａomimｏbｉｌｅphone。InSeｐｔｅmｂer5,２011theXiａomimobileｐhoneｂegantoacｃｅｐtoｎliｎｅboｏkiｎｇ。InOctobｅr20,２０1１ｔheXiaｏmｉmobiｌephoneｂｅgａｎｆoｒｍalｓale。ＩnMaｙ29，201２，thecoｍpanｙｔhroughtｈeｂookingaｎdｓaleｓofXiａomｉｍobilepｈｏneteleｃoｍmunicationｅdｉtioｎ,sold100000units。ＩnJｕnｅ２6,201２,tｈecoｍpaｎy’ｓchairmanaｎｄCEOLeiJuｎannouncｅｄ,theｃompaｎyhａscｏmｐｌｅtedaneｗｒoundoｆfinanｃiｎgof＄216000000,tｈiｓroundoffiｎancｉngtｈecompanｙata$40０00０0000vａｌuation,inveｓtorsａrｅtｈetopinterｎationalｉｎvｅsｔmentｃomｐany,butdidnｏtdiscｌoｓeｔhespeｃificｎamｅ.IｎFeｂruary5，20１３-2mｏnth１6daｙｓ，1０nｏon,Ｘｉaomimｏbｉlephｏne2，１ｓopenpurchase。ＩnFeｂruａry14，２0１4，ｒｅdmobilｅphone（TelecｏmｍｕｎiｃaｔｉｏｎsEdiｔioｎ）publｉｓhed，andinFeｂrｕａry20thｗiｌlbeofficiaｌlyｏｐeｎedonsale,atｔｈesaｍｅｔimｅ,Xiaomi3ＴｅlecｏmｖｅrsｉoｎwｉllalｓobeｌaunchｅdinFeｂruary２5th．ＩnApｒｉl22，20１４，ｔhecompanyａndthｅXiaｏmdｏmaｉｎtoｔｈｅoriｇinaldｏｍaｉｎnaｍ，tｈeacｃeｓswｉｌｌbeaｕｔomaticaｌlyｊumｐtoaｎewdomａinname。４.ＭainｂusinesｓesofXiａomiMcｈａt(yī)Mcｈat，XiaｏmiproduｃtionoｆaspａnofｉＰhoｎe,Ａｎdｒoid，Symbiaｎmobiｌeｐhonepｌａｔfｏrm，mobｉｌe，Ｕｎicom，ｃrossｔelｅｃomopｅｒatorｓinthｅmobｉlｅphonetｅrｍinaｌfreeｉnｓtａｎtmessagｉngtｏｏl，thrｏughthｅmobｉlephoneｎetwｏrk（WiFi，3Ｇ，GPRS)，ｃantellyoumchaｔcｏntactinformａｔionｃomｍunicaｔioｎｉnrｅａltiｍe，ｔakepicｔｕrｅsandaudｉｏ,onlyconsumptionoｆnｅｔworｋｆlｏw．1)Freenews:mｏbiｌephonemesｓagetoｓavemoneｙａndeｆｆort。2）Reａltimestatｅ：tｈatisinput,anｄcanｋｎowwhetheｒｔhemeｓsａｇeisreceived,whetherｔｏｈａveseｅ。３)Freｅ：nolongeｒhardtypiｎg.Ｗiｔｈouｒgraｐｈhａveａlook.4）Ｘiaoｍineｔwｏrｋinterworｋiｎgaｎdhaveaｃonｖenientｃomｍunicａt(yī)ｉｏnwiｔhthｅwoｒld.5）Ｆrｉeｎｄsshare：wehavereｃeｎｔlywhａt(yī)inｔerestiｎggosｓｉp？Don'ｔｏuｔ!MＩＵIMIUIisａＡnｄｒoiｄmobilephｏnｅoperatｉｎｇsysｔemｔheｃompaｎycuｓtomｉzeｄ，MＩUIfornａt(yī)iveAndｒｏidsｙｓteｍｍoretｈaｎ10０improvements，inJｕｎｅ1，201０ｏｆficiallyreleasｅd，usｅｒｓcｏｖｅrｉng2３counｔｒies，ｈighlｙmobｉlepｈｏnｅfancierchａsｅ。MＩUIdevotestｏthemostextｒeｍeｉntｈeiｎｔｅlｌigｅｎtmobilｅphonecalｌsａnｄtextmｅsｓａｇｅsfｏｒexperienｃe，ｔhｅoriginaｌfｅatｕｒesｏftheMIUIｉnterｆａcｅsystｅm，ｔhepｅrfectｍatcｈｉngoftｈeＣhｉnaｔhｅusehabｉtoftheｕser，ｉsCｈinafirｓtIntｅrnetdevelopmｅntmｏdeofｍobilephoneopeｒａt(yī)iｎgsystemdevｅlｏｐmeｎtteam，accordingｔotheｆｅｅｄｂａckofＭIUIcoｍmunｉtyｆancｉｅｒｉｍprｏvement,ｗeｅklyupｄaｔeiｔｅrａt(yī)ｉoｎ.MIＵIhａｓtheworld＇slaｒgestmobｉlephonetｈeｍeｌibrary,changingthｅmeofｉｎdiｖiduａlityaｎｄｌocksｃreenｍode,cａｎcaｒryｏｕtlocalcuｓtoｍfｌexible。XiaomｉｍｏbｉlephoｎeＸiａｏｍｉmobilepｈoｎeiｓspeciａllｙdesiｇｎedformｏbilｅphoneｆanｃiｅrlｅvelcｏntｒｏltoｃreateahｉｇｈｑuａｌityintｅｌligenｔmobilephonｅ.LeiＪuｎisＸiaｏｍi’scｈaｉrｍaｎandCEO.DesignoｆIDｍobilephoneallｂyXｉaｏmiｆrｏｍｗithinMotｏrolaｈaｒdwａreｔeam,moｂilephoneproｄｕｃedｂyＦｏｘconnanｄYｉnｇＨｕadafounｄrｙ。ＭoｂilepｈonｅopｅｒaｔinｇsysteｍusestheＭIＵＩopｅrａt(yī)ｉnｇsｙsｔeｍinｄepeｎdｅｎtresearchanｄｄevelopmentofXiaomi．Ｘiａｏmimobilephoｎeisexpecteｄｉn2011Octoｂeｒ,tｈeｐｒiceof199９yuan,mａinlyforthecrowdforｔhemobｉｌeｐhoneｆaｎcｉｅr,ｔheon－liｎesａlesmode。Xiａｏmｉｍobilephonｅａppearancｅisstｒaｉghｔｆulｌtoucｈscreeｎ，CＰUhiｇhpass1。5ＧHzdualcoreprocessor,ascreenresoｌuｔionoｆ４80x8５4Sharｐ4iｎcｈＬCDscｒeeｎ，usingｔheｃapacitiveTaｉｗａnTPKproduｃtiｏnforiPhonedeliveryｔｏuchgroup,thesheｌlcolorisblａｃｋｔosuｐporttherｅplacｅmenｔofａvarieｔｙｏfcｏｌor．II.ＳWOTanalysiｓ1．Ｓtreｎgtｈs1）Cleaｒmarkeｔｐosiｔioｎ.Onｔhecurrｅntmaｒｋet,ｔheｖａsｔmajｏrityｏfｍoｂiｌｅphonearｅfａｃingtｈeｃommonconｓumer,thefunctionofmobilephonｅｉsmaiｎlyｆｏrｔhｅuｓeofuｓerexpｅrienｃeanddesiｇｎ.Ｈｏwever,ｔhereareａhugeｎumｂｅrofpｅoplｅkeｅｐingoｎpｌａyingｍachinｅ。Ｔhｅｐrouｄownersofbruｓhingmobｉleｈavｅabｉgｄouｂt。thｅyｃannoｔｆinｄareａllｙsｕitaｂleｍobilephｏne．Xiaomiｃｏmpａｎｙfｏuｎdthispoint,sｏtheｙdｅsigｎedａｍobiｌephonｅｆorthｅseｐｒoudｏwners.2)Ｔheeｘcelｌenttecｈnicaｌanｄmａnagｅmenttｅam．TｈeXｉaomicomｐanyseｔupbytheforｍｅrGoogle,Microsofｔ,Jｉnshancomｐany,ThｅdesiｇnersofｍobilepｈonearｅfromｔheMoｔorｏｌaharｄwａrｅteam．Ｍanyｍanａｇerｓaｎdｔheｔechniｃａlｐeｒsｏｎneｌｏｆwelｌ—knｏwnenｔerprｉsesmakesｔheXiaomiｃａnbeｂettertｏcoｏｐeratｅwiththeoｔhermanufacturerｓaｎdgetmoｒesｕpportoｆtheｃｏmｐlｅｔｅａnｄexcellenttｅchnologｙ，ｔhiｓlayagoｏdfoundａt(yī)ionｆｏrtheappｅaraｎceoftheXiａｏmimｏｂｉｌephonｅ.３）Ｆastａndeffecｔivｅsales。ThｅXiaomiｉsｓａliｎｇｏnlｉnｅ，theofficｉalwebsiteofXiａomiwillbecｏmetｈeｍoｓtｉmporｔａnｔsalechaｎnelsintｈefutｕre.Attｈｅsametimｅ，ＸiaomiｃompａｎｙｈasthｅｉrowｎｌogiｓticsRDＦｅxpｒｅｓsoｆＶＡＮCL.Xiaoｍｉmoｂilｅｐhｏｎecｈｏｏseｅ-cｏｍｍｅｒｃｅsａles，ａｎdrｅｌｙｏｎresoｕrcｅadvanｔagｅ，wｉｔhｔheｈeｌｐｏfｐlatｆormandLogiｓticsinｔhejｉnｓhａnｃｏmpany.4)Ｓtrｏnｇcｏｎfｉgurａt(yī)ioｎandMIUＩ/Andｒoiddｏublesyｓtｅm.tｈeｆａｓtｅstBinuclearinｔelｌigｅnｔmobｉlephoｎｅ。Intｈehardwarｅcｏｎfｉｇuration：dｕalcore，laｒgesｃreeｎ，hiｇｈｂaｔtｅry，ａgoｏｄsignalｆoｕｒcｈaraｃteｒistｉcｓ。Uｓinｇfａｓt1.５GＨzdｕaｌcorｅCPU，Adrenｏ220gｒaphicｓchip，andtheconfigurａt(yī)ionoftｈｅ1ＧBＲAMmｅｍoｒy，４GBｍemory,ｓｕppｏｒｔfｏr３２GBMｉcroＳＤ.SｏstroｎgｃｏｌlocationmakeｓXiａomimobiｌeｐhonｅｗｈeｔheｒｄailyapｐlicaｔｉonsｏrｇamescanrunsｍｏotｈｌy。Atｔheｓamｅtimｅ，itaｌsｏｅquippeｄwitｈｌargecapaｃitｙbatteｒy１９３0mAhwhichmakｅstｈeＸiaomｉmobｉleｐhoｎｅhasnotｗeakｅrthａｎtheEnｄuraｎｃeoftheiｎternaｔiｏｎaｌweｌl－knowｎbraｎdmoｂilephｏne．5）Desiｇn：nodｅsigｎisthebestdｅsign.Ｎoredundａnｔdｅsign,thesimｐleａppeaｒanｃｅｉstｈefeaturｅoｆXiaoｍi.ｔhroｕghthｅＸiaoｍｉlooksveｒystraｉｇhtanｄｎａrｒow,butitｉｓｐｅrｆecｔinsｏmedeｔａｉls.thefirsｔｏne,thebackofＸｉａoｍipｈoneismａｄefrommattｅｒmａｔerial．itｉsnotｅasｙｔｏlｅavefingｅrｐrinｔs.theoｔheroｎe,ｔheｆeeｌingoｆhanｄｈoｌdinｇｉsgooｄ．Iｎadditｉｏｎ，ｉtｃａｎcｅｌｓthesｅａrchbｕｔton，thisdesｉgｎenhancestheｐracｔicabiliｔyofmobilｅｐｈｏnｅ.6)ThｅPｒiceadvanｔage。ThｅprｉcｅofXiaomｉｍｏbiｌephoneisverysubstanｔial。ThemobilephonewilｌbesoｌｄonthｅｏnlyｏｎlｉneｓalesoｎthewｅｂsitｅoｆXiaoｍｉ，VANCLsuｐｐortthｅwaｒehouｓinｇaｎｄdistribuｔionoｆXiaomimobilepｈone。BecauseofｔｈeInterｎｅｔmarketinｇｍode,Xiaｏｍiｍoｂileｐhonesａvｅdtheaｆteｒmarkeｔaｎｄchannｅlcｏst。Ｃoｍpaｒedｗiｔhthetradiｔioｎalmｏbilｅｐhoneｉndustry，whichwillsavｅalotoｆcostｏｆstoｒesａｎｄemｐloyee。Iｔisｂｅcauseｏfｔhisnewｃhａｎneｌ,Ｘiaomicomｐanyexpenｓｅsalargｅnumberｏfexｐensｉｖedrumｂeａｔingcostsaｎdchanｎelcosts，Xiａｏmicoｍpaｎycontｒｏlstheｐricｅｏfhigｈalｌocａt(yī)ionoｆｍｏbｉlｅphoｎeiｎ１9９９ｙuan.Ｏｎｔheｏtｈerhand,thetraｄｉｔionalmoｂｉlｅphoneindｕｓｔryisａｌｓovisｉblefoｒstｏreｓ，chaｎnｅlsandotheｒｆactｏrs，tｈismａkeｓtｈeaddiｔｉonａlｃostoｆmｏｂilｅｐhonｅtｏrｉse，andｔhｉspartoｆcostiｓvｉrtuallypassｅdontocoｎsuｍers。2．Weaｋnesｓeｓ1)ｌaｔestaｒt，loｗbrandvaｌueＸiaoｍiｃompａnｙhasjustsｅtｕpmｏretｈａnfoｕryeａｒs,whｅnSamsung,ｉphoneａndoｔhersmａrtｐhonｅｓoｃcｕpｉedｍｏｓtofthemａrkｅt,ｉtsuddｅｎlyaｐpｅａｒｅd,maｒkｅｔsｈarｅisoｂviouslyiｎsufｆicｉeｎｔ,aｇｒａinofrｉceliｇhｔｃａnnotcoverthｅmobiｌｅphｏnｅgiaｎｔ＇sｂriｇｈｔmoｏn,Ｘｉaoｍi’srepｕｔationintheｈeartｓofthepublichavenotbeeｎａbleｔｏｅstabliｓh。Ｘｉaomimobiｌeｐｈoｎdｕctｉonenteｒprｉｓesbｒandａwarｅneｓｓisnoｔverystroｎg，thereisｎｏasｐecialdepartmeｎｔsetｕpｓtｕdyandtｈespｅｃializｅdpｅrｓonneｌbraｎｄｖalue,nomｕlti—channeｌstｏenhａｎｃebrandpｕblicityandbrandvalue。Inｔｈemiｎdsofcusｔｏmersdiｄnotestaｂlishacleａr，ｕniquｅcorｐorａt(yī)ebrandimagｅ，ｄｉdｎotｕsｅbｒaｎdｖaｌueｔoｔｈｅideaofeｘpanｄinｇｔhemaｒket.２）Technicalｌimiｔatｉoｎs，ｌaｃkoｆmaｎaｇementaｎdｃonｔrｏlｈａrdwareXiaｏpａnyisnotａhardｗaremaｎufaｃturｅr.Inｔheprevious

time,ｉｔhasfｏcuseｄontｈedevelopmentｏfｏnｌiｎmuniｔiesandmobｉlｅoperatｉｎgｓystems.IntｈefaceofｆorｅignstrongｅnemｙａnｄdomeｓticHuaWei，ZTE'saｔfｉerｃelｙaｓatigerdｏes,softｗaｒeｃｏｍpanｙtｒanｓferｔermｉnalhardwareｍanufaｃtｕrｉｎg,ｌａckofhaｒdwareｃｏntrolexperieｎce。Incruｅlenviroｎmｅnt，thecｏmpｅｔitivｅｎeｓsofXｉaomiｉｓslighｔlyinsufｆicienｔ。Baｒｅｌｙabletocope,imposｓibｌetｏgｕaｒdagainst。３)Tightsuｐｐｌy,ｌimitedprｏductioｎcａpaciｔｙＴheｐrｏｄｕｃtionｙielｄistoｏlow,ｔheｓuｐｐｌycanｎotｍeetdｅmaｎd,aｃcｏrｄｉngｔoco-fouｎderofXｉaomｉteｃｈnolｏgyLｉＷanqｉanｇｓaｉdthatthesｅconｄgeｎeratｉoｎofXｉａoｍiｗｉlｌbｅＦｏxconnOEMandXｉaoｍitoｅｎsuｒeseｃｕrｉtｙattheｅｎdoｆthｉｓyｅａrsａlｅsｏｆ4，000,00０unｉｔs。BecaｕｓｅXiaoｍiｐhonesaleｓａppearunｐrecedeｎteｄhｏtconditｉons，IACｈaｓbｅenunablｅtobeartoolaｒｇeaproｄucｔiontasｋ，thereｆoｒe，XiａｏｍiGeｎｅrａt(yī)iｏn2willｂｅtheOＥMofFｏｘcoｎｎ．Andjudｇingfｒoｍthelong—termｄeveloｐmenｔ，jusｔfromasingleｃoｒporateｓtruｃtureisｃｏｎcernｅd,Ｘiaｏｍｉcoｍpanyｏｎlｙdoｓａles,nｏownｐroducｔｉｏnaｎdａｓsｅmblyfactory，ｏnlyｒelyonotherfaｃtoriesｔoreplaｃeitassemｂled,ｓｏｓｕppｌyａddｓtomｏredifｆicuｌty.Ｃoｍｂinａt(yī)ionofｓtabｌｅprｏducｔioncapacityaｎｄmarkｅｔｄemandｈａsbｒｏugｈtａgreaｔchalｌｅnge，andaｌlofａsｕddｅｎｔhespeedｏf１20cｉｔiｅscoverａgeisｔoｏfast．4）Pｏorｑuａｌity，wｏｒryｉngaｆter—ｓalesserviｃeXiaoｍipｈoneｑualityitsｅlf，freqｕentlybrokelightleａｋage,ｐeelingｐainｔ,frequeｎｔcrasheｓ，calｌｉngｂroｋensoundａｎdｏｔherissueｓforXｉaomi'sａfter－salｅsseｒｖiceisａhuｇeｐrｅssure.Uｎｄertｈeprｅmiseofｎotguaranteeingthｅqualｉtｙofpｒoｄｕｃtｓ，whetheｒthｅｓｅrviceofＸiaｏｍicankｅepupwｉｔｈ，aｔtｈebegiｎnｉnｇoftｈeopenｂetａsｃoreiｓnoｔhigh，ｔheｎｃoｎｔｉnuoｕｓｌｙbrokeintｏasｅriesoｆqualityｐrobｌems.Ｉｎａddｉｔion，ｗithtｈeincｒｅasiｎgnumberｏfmoｂilephonesales，howtobｕiｌdsalesservｉceｓupｐortsysｔemwiｌlaｌsoｂｅanewchａlｌenｇｅｆｏrＸiaomｉ.5)Siｎgleｍarkeｔingmｅtｈoｄｓ，smallmiｎoriｔｙofｍarketｐosiｔioniｎgＬackofXiaｏmimobｉｌeｍａrｋeｔingｔotａｒｇetconｓｕmersａgesoｃcｕpａt(yī)ｉonａlcharacｔeｒistics,aｓｐｅctｓoflifeｓtyｌe，puｒchasinghaｂｉts，ｃoｎsumerpsychology，ｔhepurchａsｅdeｃiｓion-maｋingｆuｒtherｓtudiestodｅｔeｒminｅtheirｖaｌuｅandmａkｅtｈｅpursｕiｔoｆtｈeconｃeptｏfbrandｐｏsitionｉngmａrketing。Ｃｕｒreｎtly,tｈeｍａrketposｉtｉｏniｎmosｔmobiｌephoneenｔhusiasｔs。Ｔhｅfansaregeneratedpｌeasureofproｖidingpersonaｌizedexperienceｗithｔhemａcｈinetｈrougｈthｅbrusｈ。Bｕtitｈasａbuilt—inｓtage，MＩＵIXiaomiphｏneａppliｃatｉoｎsandenｈanｃedmanyfeatures,soｔhaｔｍoreconsumerｓcaｎeｎjoywithoutbrｕｓhｂeｔterexpeｒience.Ｗhｅnfansexclｕｓivebecomesｏ"poｐulaｒ”aftｅｒｓuｃhａmaｒkeｔpositioniｎｇbｅcomesembarrassｉng。Ｉnａｄditｉoｎ,theｆａns,ａｆtｅrall，ａsmallpublicphoｎesfｏrｔhｅirｕniqｕｅnｅｅdsorｄｉfferenｔfｒomoｒdｉnａryconsumers.Ifonlytheｐｕrsｕｉtofnｉchｅmarketsandigｎｏｒethｅmassmarｋetsoａr．Ｍｏreiｍporｔaｎtlｙ，suｃhaｎicheｍaｒkｅｔwｉｌlbｅdｉｆfｉcuｌｔtocarrytheｂａｎnerｏｆＬeiJuniｎtoｔhemｏbｉleInternet。3.Oｐpoｒtｕnities1）CｏmｐeｔitorｓuｎdeｒcutIphonｅIOSJoｂsaｆtｅrtheｄeathｏfｔhedeｃｌiniｎｇmarketsｈare，iｐｈｏneｉnｔhesalesofthenｅwiＰhone5mobｉleｐｈoｎeCｈinaeｎtireｌywithoutiPhone４ｓsales．2）Thepopuｌａｒｉzationofｍｏbiｌｅiｎtｅllｉｇｅｎｔteｒminａl，ｔhｅmobilephonｅusｅrｓsuｒgeintheｎumbｅrofＣhｉnｅsｅ，iｎteｌligｅntmａcｈinemarｋｅtｉshuge.Aｔｐresent,Ｘiaomimobilepｈｏnesaｌesandaｔtentionatｈｏmｅandcontiｎuetoｒiｓe,itsｂranｄiｎfluenceａｎｄvisiｂiｌｉtyhaverｅaｃｈedthepiｎnacleofthedomｅsticｍｏｂｉlephone.Productstomｅetthｅmodeｒnyoungｐeoplｅtｏpurｓｕehａveafevｅr.３）Ｄomestｉｃopeｒaｔors３Ｇ，4Gtｈedevelｏｐmentoｆneｔwoｒkｔechnolｏgｙ，ｃｏvｅriｎg．Cｏmewｉthterｍｉｎalｓｔage，ｓｉｎｇiｎgoperaｔrｅndsweepｉｎg,ｄoｍestiｃ3Ｇｍarｋetｕｓheredｉnaｎewｐatｔeｒｎ。Astｈebirｔhof3GiｎtelｌigｅntmｏbilepｈoneXiaomｉisｔheaｄｖantaｇeofthefaｖoｒabｌｅｆaｃtors4)Ｘiａｏmｉexｐaｎsionofovｅrsｅasmａｒkeｔ,ｇｏｏutoｆtｈｅcountryInAｐｒil2０１３，Xiaoｍｉbegantoｅmergeｆromtｈｅmａinlanｄ，sｔartedinＨoｎｇKｏnｇanｄＴaiｗaniｓｓuednewXiaoｍiｍoｂｉlephonｅ，2Sand2A，aｎdｔheｏbtａinｅdhiｇｈprａise,ａnｄagooｄsaｌes.Ｉnternａt(yī)ionalｉzatiｏｎofｔheｂeginning，aｎdｆｏreiｇnbrandssuｃhａｓＳamｓung，HTCcounｔer。５）RｕmorsandeｘpｏｓurｅｏfXiaomiwilｌlauncｈanotebｏoｋ,cｏst－effectｉvenotebooｋｗｉlｌcauseｇreatｉｍpactonｔhemａrｋet.4．Threａt(yī)s1)Foreｉｇｎenterprisesfｏｒlow-ｅnｄsｍａrtpｈｏnemaｒkｅtexplorationandｐossessiｏｎThefｒｏｎtlinefoｒeigｎｂｒandsinｐerfｏｒmanceisveｒystroｎg，comprehensｉvecoveｒageoftheirproducｔlineofｈigh，mediuｍandｌow-enｄ，lｏw-endmobiｌeｐhoｎefoｒthepｒodｕctiｏnofdｏmestiｃmobileｐhonemａnufacturersｍaｉｎｌyｃaｕsｅdｇreatｐresｓuｒe；tｈｅylｅarnedtｈedomesticｍobilｅpｈonｅchaｎnelafterthｅexperiencｅ，andtheｎrelatedｉnｎｏvａｔion，ｃｈannelｅdｇemuchbｅtterthaｎｄｏmesｔicmobilephone，thechａnｎelhassｕnktothｒeeorfｏurmａrkｅts.Mｅanｗhiｌe，ｓomedesｉgneｄfoｒiｎternaｔionａlmobiｌephoｎｅbrａndOEMｐrodｕctｉoncｏmｐａniestojoin，moresoｄomeｓｔiｃmoｂileｐhoｎemaｒketinｔoanewpattｅrn.Ｆoｒeｉｇｎ－ｉnｖestｅｄenterprisｅscoｎtiｎuｅtｏincreaｓelow-endmarketｄeｖelopmeｎteｆfｏｒｔs，andfurthercｏmpｒesｓionofdoｍｅstｉcbrandmobｉleｐhｏｎesｐａｃe，ｔhedeｖelopｍentofｄoｍestiｃｂｒandmｏｂilｅphonemanｕfacturｅrsｓｔｒuｇglｉnｇ,Xiａomicannｏtescａpｅthis。２）ＭａjornetｗｏｒkｏperatorshavｅjoｉｎｅｄthｅｒaｎkｓofsmarｔphonｅsWhenthｅglｏbaｌｅｃｏｎomytoｏkadｏwnturnintheplｉght，thｅｍoｂileＩｎtｅrnetmarketisshoｗingathrｉviｎgsｃenｅ．ＸiａomiｔeｃhnｏｌｏgyandotｈerInterneｔcompａnｉｅsｉｓatｔｈｉstｉmｅｔojｏinｔhewar,andinstantlｙbecaｍepoｐｕlar.Xiaomｉiｎcensｅ！AndLeｉJｕnｉsIＴｖeteｒａｎｗｉｔhcelｅbriｔｙbigbｒotherstoｓitstill：FｏlloｗｉngＡlipｈｏｎes，Ｈuaweiｈａsｅntｅredｔheｍoｂilephonemarkｅｔ,Sｈａnda，Baｉdu,Teｎcent，360haｓａｎnounｃeditsentｒyinｔoｔｈeｍobileｔermiｎaｌbｕsiness,havｅｂeencoｎduｃtingMＩＤ（MoｂilｅInｔerｎｅtＤevices）termｉｎａllaｙoｕt，withintｈetｉｍemarkｅtsmokｅeverｙwｈｅre，thecｏｍpetｉtionbeｃomesmoreｉntenｓe。３）FｒomtheｐｒesｓuｒeoｆpｕbｌicoｐinｉｏnＰeoplewhｏwantｔodｉscｒeｄitXiａomitrｙtoｔａkｅadvaｎtaｇeｏfXiaｏmi，ｆaｂriｃateaｖａriｅtyofnｅgaｔivｅnewstodestｒoｙthｅimagｅofXiaomiphonｅ。Ｉnａｄditｉon，becaｕsetheＸiａomiｍobilephoneusｅrsquｅstionedｉtsoｗnsｈoｒtcomiｎgsａndafter-saｌesｓeｒｖice，mｏtethemeｄiaａndthemasｓeｓofＸiａｏｍipｈoｎehａviｎgａlivelydｉscussｉｏn,pｕblicopinionｏnｔｈeｆuｔuredevelｏpｍeｎｔofXiaomｉphoｎeprｏduｃｅdahuｇeｐresｓure。III。ＤevelｏpmentSuｇgeｓtionｓ1．Establishanewphiｌｏｓophyｉsｔoexｐlｏretｈｅｐotｅｎtｉaｌuseｒsinordｅrtobｅttｅrｓervetheneedsofｔhｅuser。Xiａomisｈouldbｅｍoｒecｏncｅrｎedａboutthｅpｈonｅcando,rａt(yī)hｅrｔhａnwｈatｔｈephoneｉs．Sｉmｐleuseｒ-centricconcepthasbeｅnalittleｂehinｄ，youｎeedtｏexｐｌorｅtｈepotｅｎtiａｌneｅdsofthｅｕｓｅrｔocapturetｈemarket。Becaｕsemanｙｕsersdonotunｄｅrｓtaｎｄｔheｉroｗnｔimeandtheirownneｅdｓ．ThｅｂiggeｓtadｖanｔaｇeisthatXiａoｍiａffｉｌiatｅs（Ｋingsoft，sｕpｅrｉｏrｔechnｏlogy，ｍｕｌti－ｐlay,Lala，Esｌite,sｃouriｎｇｍuｓic，ｅｔc。)．AslongaｓXiaｏmiandｄockiｎgservｉcｅｓtｈesecomｐanｉeｓ,ｔhereisnooｔhermoｂilephoｎemaｎｕfacturｅrｓｈaｖetｈeａdvantage--—－lowcoｓt，ｈigheｆｆicienｃｙ,speedandbi-diｒｅctionａliｎｔeｇraｔionｉmpｅtusｔoforｍaｍobiｌephonｅasａliｎｋtotheｍoｂiｌeInteｒnetempire．Bｕｔthespｅｅdｏfｄockinganｄｉntegratingmｕstbｅfast,fitmustbｅhigｈ,thequａｌityoｆｓeｒvicｅmuｓtaｌsohaveacertainｈeigｈｔ,aｎdthｅnｉntｅgraｔinｇtｈeａbovｅinnovａt(yī)ｉon。2.Diｖｅrseanduｓｅr-definedMｉUIsysｔeｍisａgreａt(yī)exｐansionforXｉａoｍiusｅrgｒoups。ＸｉaomiｓｈoulｄbeasmanyusersMIUIｃustomfittｈeｉrsｙｓtemandoperaｔiｎgｓystemｉnｔerfacemｏde，whilethevariｏusmodｅscａnfｒeelyswitchaｎdｓmaｒtsｗitching.Reducingentｒytｈresholdforuｓeｒｓ，sｏｔhａt(yī)mｏrｅordiｎar