The Impact of Xiaomi’s Marketing Strategy on Consumers' Purchase Intention

Abstract

Xiaomi has a wide range of products and its products are cost-effective. The purpose of this exploration was how to increase people's purchase intention of Xiaomi. Therefore, this paper tried to investigate how to improve product sales and brand value. The research topic and the method of this research paper used the Multi-Media Terminal theory. SWOT analysis methods were used in this paper. The results of this study can be concluded that Xiaomi needs to design and manufacture mobile phones through continuous localization and localization. Xiaomi's previous strategy of focusing on cost-effectiveness needs to be corrected, and other peer companies will continue to follow suit, so as to intensify the competition. This paper finally concluded that high-cost performance and a good reputation can improve consumers' purchase intention, and the products maintain good quality and develop towards the direction of a mass brand to meet the needs of ordinary people. The special publicity method of a press release to attract attention and appropriately stimulate consumers' patriotic psychology can also improve consumers' purchase intention.