IJEBMR
ISSN: 2456-7760

Title:
BUILD BRAND COMMUNITY TO EXPAND THE MARKETA CASE STUDY OF XIAOMI'S MARKET EXPANSION IN CHINA

Authors:
Yong Cao, Jiong Gong, USA

Abstract:
Just a few years ago, Chinese smartphone maker Xiaomi did not exist. Now it's on the verge of becoming a $90 billion company. What's its secret? World-class technology combined with a digitally created "fan culture" allows the company to thrive with no physical stores or traditional marketing.

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