How Marketing Strategy Empowers Brand Effectiveness: A Comparative Study of Xiaomi Mobile Phones and Huawei Mobile Phones

Shengnan Zhang ()
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Shengnan Zhang: Nanjing Agricultural University, College of Public Administration

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 1008-1015 from Springer

Abstract: Abstract Under the background of the vigorous development of mobile communication technology and the strong demand of the business in China's smartphone market, the brand power of domestic mobile phone brands is also increasing, and a large number of excellent domestic mobile phone brands such as Huawei, Xiaomi, VIVO, OPPO and so on have emerged under this background. However, in the high-end market, the iPhone still occupies most of the high-end market in China, and only Huawei briefly surpassed it in 2019 among domestic mobile phones. Therefore, in terms of domestic mobile phones, only Huawei's high-end products can compete with Apple, among many domestic mobile phones, Xiaomi's configuration belongs to the first echelon, but it has never been able to enter the high-end market like Huawei and Apple. In this context, this paper will use the literature analysis method and the process tracking method in case studies to explore the reasons why Xiaomi mobile phones failed to hit the high-end market from the perspective of marketing strategy, and conclude that Xiaomi's failure to hit the high-end market was the result of its failure to change its marketing strategy according to market conditions and brand power, and then concluded that marketing strategy has a huge impact on the empowerment of brand effectiveness.

Keywords: Marketing strategy; brand effectiveness; brand image (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-459-4_112

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