基于STP理论的国产品牌营销策略研究——以小米与华为为例

A Study of Marketing Strategies of Chinese Domestic Brands Based on STP Theory—A Case Study of Xiaomi and Huawei

摘要: 随着数字传播环境的迅速发展，国产品牌的营销逻辑正在从产品导向转向关系与价值导向。以小米和华为为代表的品牌，通过精准的市场细分、目标群体识别与品牌定位，逐步形成具有传播互动与文化认同特征的营销体系。小米以“科技普惠”塑造亲民形象，依托社群共创强化用户粘性；华为则以“创新自立”构建技术信任与民族价值认同。二者的传播实践显示，STP理论在数字时代被重新激活，其核心从市场策略延伸为意义建构与文化表达，为国产品牌的传播创新与本土化发展提供了新的路径。

Abstract: In the rapidly evolving context of digital communication, the marketing logic of Chinese domestic brands has shifted from product orientation to relationship and value orientation. Taking Xiaomi and Huawei as representative cases, this study examines how both brands employ market segmentation, target selection, and positioning strategies to build marketing systems characterized by interactive communication and cultural identification. Xiaomi emphasizes “technological inclusiveness” and community co-creation to strengthen user engagement, while Huawei focuses on “independent innovation” to establish technological trust and national identity. Their practices reveal that the STP theory has been revitalized in the digital era, extending from a traditional market strategy to a process of meaning construction and cultural expression, offering new insights into the localized innovation of Chinese brands.