Customer Engagement in Value Co-creation of Xiaomi: A Case Study

Jin-mei TIAN

Abstract


The author conducts a case study on a famous mobile internet firm—Xiaomi Technology, which is dedicated to connect all smart devices by smartphone letting everyone enjoy the fun of technology (a new lifestyle). Xiaomi, born for geeks, relentlessly pursues perfection and wins customers’ identity and value co-creation. Xiaomi’s successful customer engagement management reflects in its three strategies (perfect product, fans management, and we-media communication) and three tactics (open participation, interaction mode design, and word-of-mouth event marketing). The author also finds that Xiaomi sponsors hierarchical levels of customer communities each with certain level of customer engagement. Finally, the author proposes further research direction related to the case practices.

Keywords


Customer engagement, Customer community, Value co-creation


DOI
10.12783/dtssehs/ermas2018/27023

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