ESTUDIO TECNOLÓGICO DEL MARKETING DIGITAL DE LA MARCA XIAOMI

Abstract

[ES] Dicho trabajo de final de grado trata de realizar un análisis del marketing digital de la empresa tecnológica XIAOMI. Se pretende analizar de una manera minuciosa todas las técnicas desarrolladas por dicha empresa, buscando un enfoque lo más técnico posible.

[EN] In recent years, the Internet has brought about a profound change in society and the economy by entering most households and businesses around the world. It has become an information and communication environment in which a direct distribution can be carried out through transactions and promotions to reach the final consumer. Internet originated in the military industry in 1969. The main objective was to connect several networks in a decentralized manner. In this way, if they suffered an attack, it did not focus on a central nucleus destroyed by the enemies (Fernández Gómez, 2004). That was the way trough Arpanet was created, which main goal was to keep safe all the military data. Technology has been a factor of revolutionary change in all areas and industrial sectors, entrepreneurs and others (Fernandez Gómez, 2004). For this reason, this has become the most used resource in these sectors; the sectors that have been able to take advantage in one way or another of the new and varied options that this digital era offers them. Among the sectors that have been most positively impacted by technology evolution is marketing. Marketing has seen its greatest expansion opportunity with the new tools that technology has been providing in recent years. Nowadays, marketing has been one of the sectors that have most taken advantage of the new opportunities of the digital era, and have been able to use the most effective and global communication tools in their favor to apply their promotion strategies and others. This is why the technological transformation of marketing has had one of the most profitable and fruitful technological revolutions of all sectors (Rodriguez Ardura, 2008). This revolution is translated into the birth of the Digital Marketing concept. Digital marketing is the term used to describe the way in which marketing techniques and strategies have evolved, which are now more effective and modern, but above all, very widely spread. That is why the youngest companies in the market try to base their business strategies on digital marketing. An excellent example of this type of business is the Xiaomi company, which we will analyze throughout this thesis. We will start by doing a broad search for information about the main concepts of digital marketing, starting from the definition of this concept to analyze its main advantages and disadvantages, its tools used and the main strategies known to date. Later, in a second chapter focused on analysis, we will try to break down the company Xiaomi with the aim of examining all the actions that the company carries out in its digital marketing. In this way we will achieve our main objective which is the technological analysis of digital marketing that the company Xiaomi develops when it comes to making its products available to the public.