Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

A Study of Brand Communication Strategies of Xiaomi

Authors
Shengpeng He1, *,a, , Shaoheng Sun2, *, b,
1School of Business, Staffordshire University at Staffordshire, Shropshire, ST4 2DF, United Kingdom
2School of Business, University of North Carolina at Pembroke, Pembroke, 28372, United States

These authors contributed equally.

Corresponding Authors
Shengpeng He, Shaoheng Sun
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.081How to use a DOI?
Keywords
Xiaomi; Brand communication; Public communication
Abstract

The study applied both quantitative and qualitative method, which is a questionnaire and focus group, in this study as they have advantages over panel data or time-series data. The questionnaires were collected from eight major provinces of China with 1038 participants. The research focused on the company Xiaomi, a global joint technology company whose sales volumes ranked third in the smartphone market in 2020. The first questionnaire focuses on consumers’ perception of five major Chinese smartphone brands’ different communication strategies and compares Xiaomi’s five aspects of its brand communication strategies horizontally to determine the weak aspect of Xiaomi’s brand communication strategy and then compares it with other four brands to further complete the comparison. After obtaining the result from questionnaire, a focus group was formed to investigate the possible reasons behind the result, which is the public communication strategy of Xiaomi’s. Moreover, the discussion result of focus group indicated that customer insulting and exaggerated statements are two main reasons behind the failure of Xiaomi’s communications strategy in terms of public communication. The finding may be able to point out the direction of correction for Xiaomi and can benefit other smartphone companies as a warning sign.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.081
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.081How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Shengpeng He
AU  - Shaoheng Sun
PY  - 2021
DA  - 2021/12/15
TI  - A Study of Brand Communication Strategies of Xiaomi
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 488
EP  - 496
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.081
DO  - 10.2991/assehr.k.211209.081
ID  - He2021
ER  -