Dissertation Submitted to
Hebei GEO University
for The Master Degree of
Business Administration
Research on Xiaomi smart home marketing strategy
by
Xiaoning Li
Supervisor: Prof. Liping Yan
December ,2021

摘要
随着物联网技术的发展，智能家居领域也获得了极大的发展空间，加之我国政府
大力支持以及人口老龄化、经济快速发展等因素，使得我国的智能家居行业发展进入
了快速发展时期。近年来，我国智能家居销量一路增高，从 2017年的 1.14亿到 2020
年的 2.2亿，呈现了翻倍式的增长。小米公司是智能家居行业内具有特色的企业，在
经营中所面临的问题正好与之相契合，因此研究小米公司的智能家居营销战略具有一
定的代表性。然而，由于智能家居领域尚处发展时期，其营销战略并不完善，小米公
司也不例外。为了能够抢占市场，加快小米智能家居的发展脚步，建立科学的营销战
略已经迫在眉睫。
本文关注了小米智能家居的营销战略问题。首先，分析了智能家居的发展背景及
意义，并进行了相关文献的综述。其次，对相关理论及概念进行了梳理。第三，分析
了小米智能家居的营销现状和存在的问题。第四，对小米智能家居营销环境进行了分
析，通过 PEST、波特五力模型对外部环境进行了分析，并通过外部因素评价矩阵（EFE）
进行了定量分析。此外，对小米智能家居内部资源和能力进行了分析，并针对内部进
行了内部因素评价矩阵（IFE）定量分析。同时使用 SWOT对优势、劣势，机遇、挑
战进行了分析，制定了 14个战略，并结合实际情况筛选了 6个待定战略，在定量战
略规划矩阵（QSPM）的辅助下，选定了主要战略。第五，通过结合小米公司的实际
情况，制定了公司的 STP营销战略，并针对前面的 4个选定战略，进行了匹配性展开。
最后，通过组织保障、技术支撑、财务保障、风险控制四种措施，确保了小米智能家
居营销战略的正常开展。
智能家居领域尚属发展阶段，未来不确定因素较多，因此，相关企业在营销战略
实施过程中要根据外部、内部环境及时进行战略内容的调整，确保企业的营销具有可
操作性和高效性。
关键词：智能家居、营销战略、小米、智能系统生态链
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ABSTRACT
With the development of Internet of things technology, the field of smart home has
also obtained great development space. In addition, China's government's strong support,
population aging, rapid economic development and other factors make the development of
China's smart home industry enter a period of rapid development. In recent years, the sales
volume of smart home in China has increased all the way, from 114 million in 2017 to 220
million in 2020, showing a doubling growth.
Xiaomi company is a characteristic enterprise in the smart home industry, and the
problems faced in its operation coincide with it. Therefore, the research on Xiaomi
company's smart home marketing strategy is representative. In addition, the construction of
Xiaomi's intelligent ecological chain also has some guiding significance for the
development of the smart home industry. Limited by the development stage of the industry,
Xiaomi smart home still has many uncertain factors in marketing. The research on its
marketing strategy is of great universal significance.
This paper focuses on the marketing strategy of Xiaomi smart home. Firstly, it
analyzes the development background and significance of smart home, and summarizes the
relevant literature. Secondly, it combs the relevant theories and concepts. Third, it analyzes
the marketing status and existing problems of Xiaomi smart home. Fourthly, it analyzes the
marketing environment of Xiaomi smart home, analyzes the external environment through
pest and Porter's five forces model, and makes a quantitative analysis through the external
factor evaluation matrix (EFE). In addition, the internal resources and capabilities of
Xiaomi smart home are analyzed, and the internal factor evaluation matrix (IFE) is
quantitatively analyzed. At the same time, SWOT is used to analyze the advantages,
disadvantages, opportunities and challenges, formulate 14 strategies, screen 6 undetermined
strategies in combination with the actual situation, and select the main strategies with the
help of quantitative strategic planning matrix (QSPM). Fifthly, combined with the actual
situation of Xiaomi company, the company has formulated the company's STP marketing
strategy, and carried out matching for the previous four selected strategies. Finally, the
normal development of Xiaomi smart home strategy is ensured through four measures:
organizational guarantee, technical support, financial guarantee and risk control.
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