| Since its entry into Chinese smart phone market, the IPhone have been popular with Chinese customer, its sales volume continued to rise since 2009. In the process, besides its product performance, the market segmentation strategy and marketing policy makes great contribution to its success in Chinese market. Thus, this paper study the marketing tactics of IPhone smart phone in Chinese market based on market segmentation theory. The research contents of this paper is as follows.Firstly, the basic theory of market segmentation is introduced to lay the foundation for further discussion. This part study the connotation, characteristics, relative standards and procedures of market segmentation. This part will provide theoretical framework for analyzing the IPhone smart phone marketing strategy.Secondly, this paper analyzed the external macro-environment and industry competition environment of Chinese smart phone market. The external macro-environment includes politics, economic, policy and technology environment. The industry competition environment includes sales volume and price etc. The fundamental state of its main competitor in Chinese market includes Xiaomi, Samsung and Huawei is analyzed.Thirdly, the marketing strategy of IPhone in Chinese market is analyzed based on market segmentation theory. The Chinese smart phone market is segmented according to different segmentation criteria such as income, profession and consuming behavior. Furthermore, the mix marketing strategy of IPhone in Chinese market is analyzed through product, price, marketing channel, promotion and consumer.Lastly, the enlightening significance of IPhone marketing strategy for Chinese smart phone firm is proposed, some countermeasures and suggestions are demonstrated.Through this study, we could clarify the IPhone marketing strategy in Chinese market and find the reasons for the success. This will provide some reference signification for our domestic smart phone firm. |
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