Research on brand Positioning Validity in Xiaomi enterprise Management

School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China

Abstract

With the development of market economy, fierce competition has penetrated into every aspect of the society. In the past, Chinese companies have gained a large market share by relying on the price advantage of low-priced products. However, in recent years, labor costs have been rising, environmental damage has become more serious, and independent innovation is very important in enterprise management. All these mean that what is important now is not to find ways to reduce the cost of products, but to find ways to optimize enterprise management strategy. Therefore, in the process of enterprise management, brand positioning is particularly important. First of all, on the basis of literature research, this paper puts forward two brand positioning measurement indexes, namely consistency and brand positioning performance: consistency is mainly used to test the expectations of the enterprise design image and it fits the customer image, and brand performance is mainly from the customer perspective to examine the effects of brand positioning, or used to measure the consumers' brand loyalty. Secondly, this paper selects Xiaomi as a case for empirical study, and conducts questionnaire distribution and data collection and analysis based on the case of xiaomi's enterprise management. Finally, this paper uses SPSS software to analyze the data collected to verify the consistency of brand positioning and brand positioning performance of Xiaomi in enterprise management, and also to verify the positive correlation between the two. The investigation of this paper finally confirms the validity of brand positioning of Xiaomi's enterprise management process, and also shows that the designed indicators are reasonable.