小米科技是一家以智能手机、智能硬件和IoT平台为核心的消费电子及智能制造公司。作为中国智能手机行业中极具代表性的生产商,小米科技于2014年便开始布局国际化发展。从亚洲到非洲,从新兴市场到发达市场,小米科技的国际化每一步都稳扎稳打,得以跻身全球智能手机厂商前列。本报告以小米科技为研究对象,对小米科技的国内外发展历程、国际化发展动因、企业国际化战略关键影响因素等进行深入讨论。研究发现,来自市场、技术、高层管理者的国际化倾向、竞争对手等因素推动了小米科技的国际化进程。在小米科技的国际化发展过程中,高性价比、持续的科技创新、率先布局“手机×AIoT”、本土化战略、利用数字技术赋能新零售、互联网营销以及社交媒体运营等因素发挥了关键作用。未来,小米科技需要加大研发投入力度,实现产品升级,注重合规经营,减少海外知识产权争端,在提高本土化水平的同时兼顾对海外子公司的控制,以更好的品牌形象在全球彰显“中国智造”。
Xiaomi is a consumer electronics and smart manufacturing company with smartphones and smart hardware connected by an IoT platform at its core. As a representative manufacturer in China’s smartphone industry,Xiaomi began to layout international development in 2014. From Asia to Africa,from emerging markets to developed markets,Xiaomi’s internationalization has been steady and steady in every step,making it among the top global smartphone manufacturers. This chapter takes millet as the research object,and makes an in-depth discussion on millet’s domestic and international development process,internationalization development motivation,and key influencing factors of enterprise internationalization strategy. The study found that factors such as market,technology,internationalization tendency of senior managers,and competitors promoted the internationalization process of Xiaomi. In the process of Xiaomi’s international development,factors such as high cost performance,continuous scientific and technological innovation,taking the lead in the layout of “mobile phone×AIoT”,localization strategy,and the use of digital technology to enable new retail,Internet marketing and social media operations have played a key role. In the future,Xiaomi needs to increase investment in research and development,achieve product upgrades,pay attention to compliance management,reduce overseas intellectual property disputes,and take into account the control of overseas subsidiaries while improving localization,so as to highlight the “Chinese wisdom” in the world with a better brand image.
| Keywords: | InternationalizationSmart PhoneXiaomi |