以演化觀點探討小米科技之發展歷程
陳建宏、李鈺凡、朱心蘅
摘要
企業的成長是一個複雜又動態的演化現象，牽涉到財務、研發、行銷與業務等許多的層面，如何隨著產業環境的變動以及企業本身的發展狀態，動態調整策略，是一個重要但困難的議題。回顧科技產業的演變，由大型伺服器發展至今已進入後PC時代，在智慧型手機如此高度競爭的市場中，小米科技在大廠寡占的態勢，以一個後進者的地位切入市場，並快速的在中國市場竄起，其發展歷程值得深入探究。本研究利用演化之觀點，探討本研究將小米科技的營運策略，以自覺性演化觀點分為三個階段社群經營階段(品牌經營)、應用與規格、成本與價格控制三個階段。本研究發現小米科技的成功，是小米科技精準地透過了上述三個策略步驟，依序進行累積自身的知名度並維持產品的討論熱度，並在最後成功的塑造出新的品牌形象，擺脫山寨形象成為新的中國本土手機品牌，並開始進行多角化經營，以達到企業永續經營。
關鍵詞：小米科技、自覺性演化、策略管理
Analyzing the Development Process of Xiaomi: an Evolutionary Perspective
Jian-Hung Chen, Yu-Fan Li, Shin-Herng Chu
Abstract
The development processes of enterprises are complex and dynamic, related to various aspects in the industrial environment. How to develop effective strategies according to the status in the industry is an important but difficult issue. The high technology industry has entered the post-PC era, and the competition in the smartphone market is high. As a latecomer, Xiaomi Technology surged up rapidly in such a competitive market and became one of the main branded smartphone manufacturer. It would be interesting to explore how this company succeed. In this study we use three-stage evolution of Xiaomi social media (brand management), application and specification and cost and price control. The results showed that Xiaomi’s ability to control cost and consciously evolve its strategies throughout the development stages are essential to its success. The implication and limitation to Xiaomi’s development model are also discussed in this study.
Keywords: Xiaomi technology, conscious evolution, strategic management
Received: 2017-02-20
Accepted: 2017-05-08