Author(s)

Jiachen Fan, Jiangtao Fu, Haoyue Jia

Corresponding Author

Jiangtao Fu

ABSTRACT

Market positioning plays a crucial role in a company's development, and products with unique brand positioning tend to capture the minds of customers and gain their favor. Since it is generally difficult to change the minds of customers, enterprise management tends to make market positioning a long-term strategy that remains unchanged. In order to better meet the market demand, some companies nowadays are constantly adjusting their positioning. This paper takes "Xiaomi Mobile" as the research object and study the rationality of its transformation through SWOT analysis. It is concluded that in the changing market environment, companies need to adopt a changing attitude to face the positioning decision. This paper makes some contributions to the development of marketing positioning theory.

KEYWORDS

Brand Positioning, Xiaomi, SWOT, Case Study