The Research On The Marketing Strategies Of Iphone In China

With the development of science and technology, and improvement of people’sliving standards, the mobile phone has become the one of most favorite electronicproducts. In recent years, Chinese mobile communication industry is developingquickly, China has become the world’s largest mobile phone production market andsales market. By the end of2011, the output of mobile phone reached1.13billion setsin China, accounting for70.6%of the global shipments,280million mobile phoneshad been sold, with the amount rising by12%. Chinese mobile phone industry isdeveloping with high speed, especially Chinese smart-phone market, it has surpassedthe United States and has become the largest smart-phone sales market. As ainternational giant, Apple is developing quickly and became the number three in theChinese market. The success of iPhone in the Chinese market is largely due to apple’smarketing strategy.This paper takes the Chinese mobile phone market as the foundation. Firstly,comprehensive of PEST models and five competitive forces model are used toanalyze industrial environment, macro environment and competitive environment.Secondly, we evaluate apple’s strength by using the method of SWOT. Thirdly wediscloses its marketing strategy in the Chinese mobile phone market as production、price、place、promotion. Finally, we point out apple’s challenges and put forwardsome suggestions.The research of apple’s marketing strategy in the mobile phone market not onlygives a forced interpretation and realistic meaning to Apple, but also providestheoretical foundation and reference for domestic brand designing a marketingstrategy.