Study On Marketing Strategy Of Iphone Mobile In China

In recent years, with the quick economic development in China, people’s living standard has been greatly improved and increased, mobile phone has new requirement in the aspects such as appearance, function, price, position etc from the initial communication tools to office, social intercourse and life all in one. Mobile phone market in China starts relatively late, but since most of the electronic units and mobile assemble are completed in China, so it has trained plenty of front-line workers, technical staff, sales staff, which enables the mobile phone production in China to occupy a very important position, and its export production is very large from phone accessories to the whole phone. The domestic market also produces ample mobile phone products, mobile phone with noble position turned into the toy of people’s hands in short decade, and its price changed from three thousand to four thousand Yuan ten years before to just several hundred Yuan today, mobile phone market in China has undergone a period of quick development and quick decline.Because of too much copycat and people pay little attention to its brand, the mobile phone industry competition in China is extremely fierce, the foreign major brand such as Motorola, Philip to Nokia are gradually withdraw from the market, many mobile phone accessories enterprises have been closed, there are only some copycat mobile phone manufacturers living a hard life by little profit. However, in this situation, there is one black horse standing tall making its way from United of States to China, it has caused a tornado in China and this is still continues in current, this is the most famous Iphone series, from Iphone1to the well-known Iphone4, then to the mass of madness of Iphone4S. It is just contrast to the gradually decadent mobile phone market in China, its distribution is very good and takes up30%of mobile phone market in China, except from its characteristics such as technology, innovation and its modeling etc of Iphone mobile phone, this can not do without the marketing strategy and implementation of APPLE Company.This thesis combines the basic introduction of marketing and makes analysis and summary for the history, development and current state of mobile phone market in China. It uses the leading brand-APPLE and Iphone mobile phone as sample, it makes initial analysis for marketing of Iphone mobile phone through development background and development process, products and its characteristics of Iphone of APPLE company, as well as routine marketing strategy and SWORT analysis method, so it further analyzes the unique marketing strategy of Iphone mobile phone market, it propose necessary opinions in implementation and improvement. Finally, it integrates it into the referential experience that domestics enterprises that can learn from so as to enhance the core competition of similar enterprises in China, looking forward to appearing the Chinese APPLE company in the future.