Research on Marketing Strategies Based on Smart Home: Taking Xiaomi as an Example_Vol. 3 No. 1 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

Home > Journal of Business and Marketing (ISSN: 3005-5717) > Vol. 3 No. 1 (JBM 2026) >

Research on Marketing Strategies Based on Smart Home: Taking Xiaomi as an Example

Download PDF

DOI: https://doi.org/10.62517/jbm.202609103

Author(s)

Wenhui Zhou

Affiliation(s)

School of Economics and Management, Southwest Petroleum University, Chengdu, Sichuan, China

Abstract

Against the backdrop of the integration of artificial intelligence and the Internet of Things, which has given rise to new smart-home business models, the innovation of marketing strategies has become a crucial factor in the industry's development. Consequently, research on marketing strategies in the smart-home context carries significant practical and theoretical relevance. Although studies on smart-home marketing are increasingly available, most current research remains focused on the technical level or macro-market analysis, failing to systematically uncover how AI technology shapes the underlying logic of marketing strategies. To address this research gap, this article adopts a single-case study approach, selecting Xiaomi-a leading enterprise in the smart-home field-as a representative case for in-depth investigation. Through systematic analysis, this study aims to construct a comprehensive theoretical model that traces the pathway from AI-enabled technological empowerment to marketing strategy innovation and, ultimately, to product iteration. This model not only offers a structured framework for the smart-home appliance industry to respond to market dynamics and facilitate technology adoption, but also compensates for gaps in the existing literature and provides actionable insights for enterprise practice.

Keywords

Artificial Intelligence; Smart Home; Marketing Strategy; Xiaomi

References

[1] Zhang Wenhan.(2025). Research on the Business Development Strategy of Xiaomi's Smart Ecosystem (Master's Thesis, Jilin University). Master of https://doi.org/10.27162/d.cnki.gjlin.2025.006164. [2] Wan Jinlei.(2024). Research on Marketing Strategies for Company A's Smart Home Business (Master's Thesis, Shandong University). Master of https://doi.org/10.27272/d.cnki.gshdu.2024.007715. [3] Gong Jianchuang.(2021). Analysis of International Marketing Strategies for Xiaomi Smart Home (Master's Thesis, Jilin University of Finance and Economics). Master of https://doi.org/10.26979/d.cnki.gccsc.2021.000266. [4] Sun Qiao.(2020). Research on the Competitive Strategy of Xiaomi's Smart Home Business (Master's Thesis, Jilin University). Master of https://doi.org/10.27162/d.cnki.gjlin.2020.002321. [5] Bi Ran.(2023). Research on the Optimization of Marketing Strategies for Xiaomi Smart Home Products (Master's Thesis, Northeast Agricultural University). Master of https://doi.org/10.27010/d.cnki.gdbnu.2023.000274. [6] Xu Dan.(2023). Research on International Marketing Strategies of Xiaomi Smart Home Products under the Background of New Retail (Master's Thesis, Dongbei University of Finance and Economics). Master of https://doi.org/10.27006/d.cnki.gdbcu.2023.001841. [7] Fan Yanan & Liu Hao.(2024). Research on Marketing Innovation in the Smart Home Industry in the Era of Internet of Everything: A Case Study of Xiaomi Corporation. Northern Economic and Trade,(06),120-124. [8] Sun Yaling.(2019). Research on the Marketing Strategy of Smart Home Products of Xiaomi Corporation (Master's Thesis, Southwestern University of Finance and Economics). Master of https://doi.org/10.27412/d.cnki.gxncu.2019.001227. [9] Zhao Yihan.(2023). Research on Marketing Strategies of Xiaomi's Smart Home Products (Master's Thesis, Yunnan University of Finance and Economics). Master of https://doi.org/10.27455/d.cnki.gycmc.2023.001137. [10] Wang Sili.(2021). Research on Marketing Strategies of Smart Home Products of Xiaomi Corporation (Master's Thesis, Capital University of Economics and Business). Master of https://doi.org/10.27338/d.cnki.gsjmu.2021.000033. [11] Chen Yuqing.(2024). Research on Xiaomi's Smart Home Marketing Strategy under the AISAS Model (Master's Thesis, China University of Petroleum (Beijing)). Master of https://doi.org/10.27643/d.cnki.gsybu.2024.000501. [12] Wei Daping. Digital Transformation of Smart Home and Home Decoration Industry: Research on Model Innovation and Development Path[J]. China Building Decoration, 2025, (19):135-139. [13] Wang Jianpei, Xiao Libang. Challenges and Countermeasures for Smart Home Enterprises in the AI Era: A Case Study of Xiaomi [J]. Brand Marketing of Time-honored Brands, 2025, (16):162-164. [14] Hu Caigang. Cost Control and Market Penetration Strategies for Smart Home Product Lines [J]. International Brand Observation, 2025, (08):90-91. [15] Li Chunji, Chen Xingfeng. Research on the Diversification Development Strategy of Xiaomi Company [J]. National Circulation Economy, 2025, (14):176-179. [16] Zhang Qing. Value Creation of Platform Enterprises from the Perspective of Value Network [D]. Wuhan Textile University, 2025. [17] Ji Zixuan. Research on the Motivation and Economic Consequences of Corporate Venture Capital [D]. Nanjing University of Information Science and Technology, 2025. [18] Zhong Jianxiang. Impact of Xiaomi's Digital Technology Upgrade on Corporate Innovation Pathways and Outcomes [D]. Guangdong University of Finance and Economics, 2025. [19] Ding Haifeng. Research on Xiaomi's Digital Business Model Innovation [D]. Beijing University of Posts and Telecommunications, 2025. [20] Li Linjian. Path and Performance Analysis of Xiaomi Group's Digital Transformation [D]. Chengdu University, 2025. [21] Zhang Wenhao. Research on Xiaomi's Smart Ecosystem Business Development Strategy [D]. Jilin University, 2025. [22] Wan Jinlei. Marketing Strategy Research on A Company's Smart Home Business [D]. Shandong University, 2024. [23] Zhou Nian, Ye Tifang, Tao Jingying, et al. Market Research-Based Study on Potential Customer Mining and Value Segmentation for Xiaomi Smart Home [J]. Modern Business, 2024, (16):3-7. [24] Fan Yannan, Liu Hao. Research on Marketing Innovation in the Smart Home Industry in the Era of Internet of Everything: A Case Study of Xiaomi [J]. Northern Economic and Trade, 2024, (06):120-124. [25] Chen Yuqing. Research on Xiaomi Smart Home Marketing Strategies under the AISAS Model [D]. China University of Petroleum (Beijing), 2024. [26] Shang Zhanfan. The Impact of Business Model Innovation on Corporate Performance in the Context of Digital Economy [D]. Tianjin University of Science and Technology, 2024. [27] Huang Qingjuan. Construction and Development Strategies of Xiaomi Smart Home Platform—Based on the Perspective of Bilateral Market Theory [J]. Enterprise Science and Technology and Development, 2024, (01):69-73. [28] Xu Dan. International Marketing Strategy Research of Xiaomi Smart Home Products in the New Retail Era [D]. Dongbei University of Finance and Economics, 2023. [29] Zhao Yihan. Marketing Strategy Research of Xiaomi Smart Home Products [D]. Yunnan University of Finance and Economics, 2023. [30] Bi Ran. Optimization Research of Xiaomi Smart Home Product Marketing Strategy [D]. Northeast Agricultural University, 2023. [31] Li Jiufu. Optimization Research of J Company's Smart Home Marketing Strategy [D]. Nanjing Normal University, 2023.