基于4P理论框架下的生态链营销策略研究——以小米集团为例
Research on Eco-Chain Marketing Strategy Based on 4P Theory—Taking Xiaomi Group as an Example

本次调研以4P理论框架为基础，聚焦小米集团生态链营销战略。小米凭借手机业务成功打造了庞大的生态链，在数字化、智能化时代背景下，企业生态链的构建具有重要意义。对小米生态链现状进行深入剖析，研究运用4P理论和企业生态系统理论。其发展经历了多个阶段，在进军汽车制造领域的同时，在产品策略上呈现出多元化布局，涉足多领域，注重创新和差异化；价格策略以高性价比但也有局限性的尾数渗透定价；通过零售终端的扩张和渠道的协同经营，在分销策略上有收获但也有不足之处；在加强个人IP和新媒体营销的同时，推广策略也面临挑战。针对这些情况，调研提出了包括优化产品策略、塑造高端品牌形象和不断创新在内的小米生态链发展建议；对价格策略进行调整，对价值定价进行补充，增强弹性；完善发行策略，进行线下渠道的拓展和资料管理的整合；完善推广策略，旨在帮助小米生态链持续发展的多元化品牌形象塑造、新媒体营销优化和米粉社区升级，也为其他企业提供了可借鉴的榜样。
This study focuses on Xiaomi Group’s eco-chain marketing strategy based on 4P theoretical framework. In the era of digitalization and intelligence, the construction of enterprise ecological chain is of great significance, and Xiaomi has successfully built a huge ecological chain with its mobile phone business. The paper conducts an in-depth analysis of the current situation of Xiaomi’s ecological chain, studies and applies the 4P theory and the enterprise ecosystem theory. Its development has gone through many stages, showing a diversified layout in product strategy, stepping into many fields and paying attention to innovation and differentiation, and at the same time entering the field of car making. The price strategy adopts penetration and mantissa pricing, which is cost-effective but has limitations. The distribution strategy is effective but insufficient through the expansion of retail terminals and collaborative management of channels. Promotion strategy also faces challenges by strengthening personal IP and new media marketing. In view of these situations, this paper puts forward some suggestions on the development of Xiaomi ecological chain, including optimizing product strategy, shaping high-end brand image and continuous innovation; adjusting price strategy, supplementing value pricing and improving flexibility; improving distribution strategy, expanding offline channels and integrating data management; perfecting the promotion strategy, diversifying brand image, optimizing new media marketing and upgrading the rice noodle community, aiming at helping the sustainable development of Xiaomi ecological chain and providing reference examples for other enterprises.