小米公司SWOT分析(英文版)(共15页).doc

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1、精选优质文档-倾情为你奉上SWOT Analysis Report on Xiaomi CompanyI.Company synopsisXiaomi company is founded by Lei Jun, a total of seven founders, respectively, founder, chairman and CEO Lei Jun, co-founder and CEO Lin Bin, co-founder and vice president Li Wanqiang, Zhou Guangping, Huang Jiangji, Liu De, Hong Fe

2、ng.Launched at the end of 2010 mobile phone real name community m chat, launched in six months registered users exceeded . In addition, the company also launched mobile phone operating system MIUI, the end of the year 6 MIUI community of over active users. In August 16, 2011, the company through the

3、 media of communication will be officially released Xiaomi mobile phone. M chat, MIUI, Xiaomi mobile phone is the product of three big core technology of Xiaomi.1. Cultural declaration of Xiaomi Xiaomi people like innovation, fast Internet culture, not a boring meeting and process. Partnership worki

4、ng atmosphere of equality, relaxed, enjoy with technologies, products, design and other top talent joint venture growth of pleasure.A very common name Xiaomi, but we have never mediocre, because the Xiaomi person is composed from the domestic IT companies, Microsoft Google, Jinshan Master, do not th

5、ink that they will only play to their talents in front of the computer, the real genius and expert will let you can feel their creative at any time.2. The origin of the name of XiaomiLei Jun introduce the origin of the name of Xiaomi, said Xiaomi pinyin is Mi, the first is Mobile Internet, Xiaomi to

6、 do mobile Internet Co; followed by mission impossible, Xiaomi to complete can not complete the task; of course, we want to conquer the world with Xiaomi and rifle. Finally, we hope that the sweet name Xiaomi become friends. In addition, Xiaomi new LOGO upside down is a heart, a little bit, means th

7、at allows the user to save a dessert.3. Important events of XiaomiIn 2010 October-2011 year in July in 2011 August research and development to complete closure of research and development.In August 16, 2011, Xiaomi mobile phone conference held in Beijing 798 Art Center D PARK Beijing club, officiall

8、y released Xiaomi mobile phone.In September 5, 2011 the Xiaomi mobile phone began to accept online booking.In October 20, 2011 the Xiaomi mobile phone began formal sale.In May 29, 2012, the company through the booking and sales of Xiaomi mobile phone telecommunication edition, sold units.In June 26,

9、 2012, the companys chairman and CEO Lei Jun announced, the company has completed a new round of financing of $ , this round of financing the company at a $ valuation, investors are the top international investment company, but did not disclose the specific name.In February 5, 2013-2 month 16 days,

10、10 noon,Xiaomi mobile phone 2, 1s open purchase.In February 14, 2014, red mobile phone (Telecommunications Edition) published, and in February 20th will be officially opened on sale, at the same time, Xiaomi 3 Telecom version will also be launched in February 25th.In April 22, 2014, the company and

11、the Xiaomi domain to the original domain name X, the access will be automatically jump to a new domain name.4. Main businesses of Xiaomi M chatM chat, Xiaomi production of a span of iPhone, Android, Symbian mobile phone platform, mobile, Unicom, cross telecom operators in the mobile phone terminal f

12、ree instant messaging tool, through the mobile phone network (WiFi, 3G, GPRS), can tell you m chat contact information communication in real time, take pictures and audio, only consumption of network flow.1)Free news: mobile phone message to save money and effort.2)Real time state: that is input, an

13、d can know whether the message is received, whether to have see.3)Free file transfer: no longer hard typing. With our graph have a look.4)Xiaomi network interworking and have a convenient communication with the world.5)Friends share: we have recently what interesting gossip? Dont out!MIUIMIUI is a A

14、ndroid mobile phone operating system the company customized, MIUI for native Android system more than 100 improvements, in June 1, 2010 officially released, users covering 23 countries, highly mobile phone fancier chase.MIUI devotes to the most extreme in the intelligent mobile phone calls and text

15、messages for experience, the original features of the MIUI interface system, the perfect matching of the China the use habit of the user, is China first Internet development mode of mobile phone operating system development team, according to the feedback of MIUI community fancier improvement, weekl

16、y update iteration. MIUI has the worlds largest mobile phone theme library, changing theme of individuality and lock screen mode, can carry out local custom flexible.Xiaomi mobile phoneXiaomi mobile phone is specially designed for mobile phone fancier level control to create a high quality intellige

17、nt mobile phone. Lei Jun is Xiaomis chairman and CEO. Design of ID mobile phone all by Xiaomi from within Motorola hardware team, mobile phone produced by Foxconn and Ying Huada foundry. Mobile phone operating system uses the MIUI operating system independent research and development of Xiaomi. Xiao

18、mi mobile phone is expected in 2011 October, the price of 1999 yuan, mainly for the crowd for the mobile phone fancier, the on-line sales mode.Xiaomi mobile phone appearance is straight full touch screen, CPU high pass 1.5GHz dual core processor, a screen resolution of 480x854 Sharp 4 inch LCD scree

19、n, using the capacitive Taiwan TPK production for iPhone delivery touch group, the shell color is black to support the replacement of a variety of color.II.SWOT analysis1. Strengths1) Clear market position. On the current market , the vast majority of mobile phone are facing the common consumer , th

20、e function of mobile phone is mainly for the use of user experience and design. However, there are a huge number of people keeping on playing machine. The proud owners of brushing mobile have a big doubt .they cannot find a really suitable mobile phone. Xiaomi company found this point, so they desig

21、ned a mobile phone for these proud owners.2) The excellent technical and management team. The Xiaomi company set up by the former Google, Microsoft, Jinshan company, The designers of mobile phone are from the Motorola hardware team. Many managers and the technical personnel of well-known enterprises

22、 makes the Xiaomi can be better to cooperate with the other manufacturers and get more support of the complete and excellent technology, this lay a good foundation for the appearance of the Xiaomi mobile phone.3) Fast and effective sales. The Xiaomi is saling online, the official website of Xiaomi w

23、ill become the most important sale channels in the future .At the same time, Xiaomi company has their own logistics RDF express of VANCL. Xiaomi mobile phone choose e-commerce sales, and rely on resource advantage, with the help of platform and Logistics in the jinshan company.4) Strong configuratio

24、n and MIUI/Android double system. the fastest Binuclear intelligent mobile phone. In the hardware configuration: dual core, large screen, high battery, a good signal four characteristics. Using fast 1.5GHz dual core CPU, Adreno 220 graphics chip, and the configuration of the 1GB RAM memory, 4GB memo

25、ry, support for 32GBMicroSD. So strong collocation makes Xiaomi mobile phone whether daily applications or games can run smoothly. At the same time, it also equipped with large capacity battery 1930mAh which makes the Xiaomi mobile phone has not weaker than the Endurance of the international well-kn

26、own brand mobile phone .5) Design: no design is the best design. No redundant design, the simple appearance is the feature of Xiaomi .through the Xiaomi looks very straight and narrow, but it is perfect in some details. the first one, the back of Xiaomi phone is made from matter material. it is not

27、easy to leave fingerprints .the other one, the feeling of hand holding is good. In addition, it cancels the search button, this design enhances the practicability of mobile phone.6) The Price advantage. The price of Xiaomi mobile phone is very substantial. The mobile phone will be sold on the only o

28、nline sales on the website of Xiaomi, VANCL support the warehousing and distribution of Xiaomi mobile phone. Because of the Internet marketing mode, Xiaomi mobile phone saved the after market and channel cost. Compared with the traditional mobile phone industry, which will save a lot of cost of stor

29、es and employee. It is because of this new channel, Xiaomi company expenses a large number of expensive drumbeating costs and channel costs, Xiaomi company controls the price of high allocation of mobile phone in 1999 yuan. On the other hand, the traditional mobile phone industry is also visible for

30、 stores, channels and other factors, this makes the additional cost of mobile phone to rise , and this part of cost is virtually passed on to consumers.2. Weaknesses1) late start, low brand valueXiaomi company has just set up more than four years, when Samsung, iphone and other smart phones occupied

31、 most of the market，it suddenly appeared, market share is obviously insufficient, a grain of rice light can not cover the mobile phone giants bright moon, Xiaomis reputation in the hearts of the public have not been able to establish.Xiaomi mobile phone production enterprises brand awareness is not

32、very strong, there is no a special department set up study and the specialized personnel brand value, no multi-channels to enhance brand publicity and brand value. In the minds of customers did not establish a clear, unique corporate brand image, did not use brand value to the idea of expanding the

33、market.2) Technical limitations, lack of management and control hardwareXiaomi company is not a hardware manufacturer. In the previoustime, it has focused on the development of online communities and mobile operating systems. In the face of foreign strong enemy and domestic Hua Wei, ZTEs at fiercely

34、 as a tiger does, software company transfer terminal hardware manufacturing, lack of hardware control experience. In cruel environment, the competitiveness of Xiaomi is slightly insufficient. Barely able to cope, impossible to guard against. 3) Tight supply, limited production capacityThe production

35、 yield is too low, the supply can not meet demand, according to co-founder of Xiaomi technology Li Wanqiang said that the second generation of Xiaomi will be Foxconn OEM and Xiaomi to ensure security at the end of this year sales of 4,000,000 units. Because Xiaomi phone sales appear unprecedented ho

36、t conditions, IAC has been unable to bear too large a production task, therefore, Xiaomi Generation 2 will be the OEM of Foxconn. And judging from the long-term development, just from a single corporate structure is concerned, Xiaomi company only do sales, no own production and assembly factory，only

37、 rely on other factories to replace it assembled, so supply adds to more difficulty. Combination of stable production capacity and market demand has brought a great challenge, and all of a sudden the speed of 120 cities coverage is too fast.4) Poor quality, worrying after-sales serviceXiaomi phone q

38、uality itself, frequently broke light leakage, peeling paint, frequent crashes, calling broken sound and other issues for Xiaomis after - sales service is a huge pressure.Under the premise of not guaranteeing the quality of products, whether the service of Xiaomi can keep up with, at the beginning o

39、f the open beta score is not high, then continuously broke into a series of quality problems. In addition, with the increasing number of mobile phone sales, how to build sales service support system will also be a new challenge for Xiaomi.5) Single marketing methods ，small minority of market positio

40、ningLack of Xiaomi mobile marketing to target consumers ages occupational characteristics, aspects of lifestyle, purchasing habits, consumer psychology, the purchase decision-making further studies to determine their value and make the pursuit of the concept of brand positioning marketing. Currently

41、, the market position in most mobile phone enthusiasts. The fans are generated pleasure of providing personalized experience with the machine through the brush. But it has a built-in stage, MIUI Xiaomi phone applications and enhanced many features, so that more consumers can enjoy without brush bett

42、er experience. When fans exclusive become so popular after such a market positioning becomes embarrassing. In addition, the fans, after all, a small public phones for their unique needs or different from ordinary consumers. If only the pursuit of niche markets and ignore the mass market soar. More i

43、mportantly, such a niche market will be difficult to carry the banner of Lei Jun into the mobile Internet.3. Opportunities1) Competitors undercutIphone IOS Jobs after the death of the declining market share, iphone in the sales of the new iPhone5 mobile phone China entirely without iPhone4s sales.2)

44、 The popularization of mobile intelligent terminal, the mobile phone users surge in the number of Chinese, intelligent machine market is huge.At present, Xiaomi mobile phone sales and attention at home and continue to rise, its brand influence and visibility have reached the pinnacle of the domestic

45、 mobile phone. Products to meet the modern young people to pursue have a fever.3) Domestic operators 3G, 4G the development of network technology, covering.Come with terminal stage, singing opera trend sweeping, domestic 3G market ushered in a new pattern. As the birth of 3G intelligent mobile phone

46、 Xiaomi is the advantage of the favorable factors4) Xiaomi expansion of overseas market, go out of the countryIn April 2013, Xiaomi began to emerge from the mainland, started in Hong Kong and Taiwan issued new Xiaomi mobile phone, 2S and 2A, and the obtained high praise, and a good sales. Internatio

47、nalization of the beginning, and foreign brands such as Samsung, HTC counter.5) Rumors and exposure of Xiaomi will launch a notebook, cost-effective notebook will cause great impact on the market.4. Threats1) Foreign enterprises for low-end smart phone market exploration and possessionThe front line

48、 foreign brands in performance is very strong, comprehensive coverage of their product line of high, medium and low-end, low-end mobile phone for the production of domestic mobile phone manufacturers mainly caused great pressure; they learned the domestic mobile phone channel after the experience, a

49、nd then related innovation, channel edge much better than domestic mobile phone, the channel has sunk to three or four markets. Meanwhile, some designed for international mobile phone brand OEM production companies to join, more so domestic mobile phone market into a new pattern. Foreign-invested enterprises continue to increase low-end market development efforts, and further compression of domestic brand mobile phone