A Study on Internet Business Model and International Market Entry Strategy of Xiaomi
| Autor: | Pei-Yun Wang, 王沛云 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Due to the development of technology, the smartphone industry becomes changing so rapidly. Since the first one smartphone appeared in 2007, there are a lot of transitions in the industry. Recently, competition of smartphone is focus on the middle level. Among those smartphone producers, Xiaomi catches everyone’s eyes not only because of their low cost-performance ratio, but their unique business model based on internet that different from traditional smartphone producers. Xiaomi also seizes the most important devices in the internet- smart phone. Xiaomi expands the level between mobile producing and internet managing, and combines these two into a brand-new boundary. First, the researcher uses case study throughout this thesis and analyzes Xiaomi’s resources and how to use the resources to shape the sustaining competitive advantage from the resources-based view. Second, researcher will sum up the factors into the business models and 4C theory. The goal is try to make the unique internet business model of Xiaomi more systematic and general. Then, the researcher is going to analyze the international entry strategy of Xiaomi. The thesis shows the industrial background and Xiaomi’s international strategy first. The next will use the result above to link to the international entry strategy. Try to discuss whether the method Xiaomi uses in China is suitable for the situations of international markets. At last are the consequences present the adjustments and changes that Xiaomi makes according to the international markets and be looking ahead Xiaomi’s further development. The result of the thesis shows that the key factor to Xiaomi’s success is not to be limited to the existing rules of this industry. Not to use the traditional marketing channels, not to use great budget for advertisement and not to sell smartphone only. Instead, they always challenges more innovative thinking pattern to try some impossibilities. The thesis wants to provide references and future directions for two kinds of companies. One kind are smartphone producers, they can create a new marketing method from Xiaomi. The other kind are internet companies, after they know that how Xiaomi develops various devices and additional internet services, they can be sunk in deep thoughts about the tightly combination of the invisible internet and hardware devices. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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