Abstract:  Smart phone now has become one of the necessary communication tools for the masses. In China, the world's largest mobile phone market, domestic smart phones are relatively backward. Under this background, Xiaomi smart phone（Miphone） has sprung up and won the support of a huge number of Chinese users, especially the youth. This thesis, on the basis of 4p marketing theory and some basic marketing theories, researches Miphone’s marketing phenomenon. The thesis is divided into four parts. After introduction the detailed marketing strategies of Miphone are explained from 3 aspects; some advices are then given on the problems that Miphone is facing and its future development. The aim of the thesis is to figure out the influence about Miphone on the smart phone market and offer better marketing enlightenment to other domestic smart phone industries. 

Key words: Miphone; marketing theory; hunger marketing

CONTENTS

Abstract

中文摘要

1. Introduction to Xiaomi Corporation and Miphone.1

2. Miphone’s Marketing Strategies2

2.1 Preparation in the Early Stage of Marketing

   2.1.1 MIUI & MITALK

   2.1.2 Public Relations & Mass Media

2.2 Hunger Marketing in Interim Stage Marketing 

   2.2.1 Introduction to Hunger Marketing

   2.2.2 Miphone’s Hunger Marketing

2.3 Analysis of Miphone’s Marketing Strategy by 4P Theory

3. Advices to Miphone’s Marketing Strategy..6

     3.1 Brand Development

     3.2 Place Development

     3.3 After-sale Services

4. Conclusion7

Bibliography.8

Acknowledgements9