隨著通訊和信息需求的快速增長，智能手機市場的競爭力越來越激烈。發展中國家的中產階 級群體不斷增加，已成為推動智能手機產業發展的重要消費目標。2017年中國和印度市場佔 國際智能手機市場份額的50%。全球數位化培養出聰明的消費者，可以輕鬆大量獲取相關的 知識，並形成了中產階級消費者的購買行為和偏好。這個新的潛在市場給智能手機公司帶來 了新的挑戰，公司必須不停地適應、提出創新的產品。因為“進階”(premium)不再是智能 手機產業的主要吸引力。相反的，大多數發展中國家消費者的購買行為是以 “性價比高” 為 主而驅動購買產品的。
基於這樣的中產階級消費行為，小米創造了對年輕消費者非常有吸引力的產品，小米公司也 充分利用社交媒體平台，增加消費者參與度，建立忠誠度。小米公司採用獨特的商業模式， 讓公司節省成本，採用非常有競爭力的價格，使公司獲得快速的市場開發。
本論文分析小米搶佔中產階級智能手機消費者、鞏固原先客群的競爭優勢，策略和成功因素。

In this century, smartphone market has become more competitive as the needs of communication and information are growing rapidly. Developing countries with expanding number of middle class has become an important target consumers that will fuel the growth of smartphone industry. China and India accounted for 50% of international smartphone market share by 2017. The global digital revolution has sculpted middle class consumers’ buying behaviour and preference, by educating consumer to be smart and well-informed. This new potential market has brought new challenges for smartphone companies to adapt and come up with innovative solutions, because “premium theme” is no longer a major attraction for smartphone consumers. By contrast, most consumers buying behaviour in developing societies are driven by “low cost with more value” products.

Based on this middle class consumption behaviour, Xiaomi created products that are very attractive to young consumers, the company also maximises the utilisation of social media platform to increase consumer engagement and build loyalty. Xiaomi adopts a unique business model enabled the company to save cost and use competitive price that allowed the company to gain quick market development.

This thesis analyses the competitive advantage, strategies and success factors of Xiaomi on successfully taking over middle class smartphone consumers as well as maintaining its consumer base.

Acknowledgement……………..………………………………………………… i
Abstract................………………………………………………………………… iii
Table of Contents………………………………………………………..………… iv
1. Introduction…………………………………………………………………….. 1
Research Questions and Objectives ………….………………………….. 3
Research Scope…………………………….….………………………….. 3
Research Process…………………………….……………………………. 3
2. Literature Review………………………………………………………………. 6
Competitive Strategy …………………….……………………………….. 6
Competitive Advantage……………………………………………………. 9
Five Forces Analysis……………………………………………………….. 10
SWOT Analysis………………………………….………………………… 14
3. Research Methodology……………………………….………………………… 18
Case Study Research Framework………………………………………… 18
Data Collection………………..………………………………………….. 19
Data Analysis………………………………..……………………………. 19
4. Case Analysis……………..……………………………..……………………… 21
Company Introduction……………………………….……………………. 21
Competitive Advantage…………………..………….……..……………… 23
Distinctive Business Model………………………….……………………. 26
SWOT Analysis………………………………………………………….… 28
Five Forces Analysis……………………………………..……………….. 36
Market Expansion Plan………………………………..………………….. 38
5. Conclusion………………………………..……………………………………. 39
Summary of Findings…………..…………………………………………. 39
Summary of Success Factors….……..…………………………………… 41
Current Problems and Solutions……….…………………………………. 42
6. References………………………………………………………………………. 45

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