The Enlightenment Of Apple’s Marketing Strategy To China IT Enterprises

Apple Corp is an America Multi-National Corporation, designing and developing consumer electronic products, software products, online services and personal computer. It is in the high-tech enterprises in innovation and famous. By 2014 June, Apple Corp has have 425 stores in 14 countries, and it is the highest market value of publicly traded company in 2014 June, to about $600 billion, and to $700 billion in the same year in November.At present Chinese IT enterprises has many problems in its development process. These problems restrict the long-term development of Chinese IT enterprises. Therefore, the impact of Apple Corp’s successful marketing strategies is significant for the development of Chinese IT enterprises.Based on the above analysis, this article uses five parts to analysis the enlightenment of Apple Corp ’s marketing strategy to China’s IT enterprises.The first part mainly introduces the related theories. Such as 4P theory, including product, price, channel, promotion; 4C theory, including consumer, cost, convenience and communication; 4R theory, including relevance, reaction, relationship and reward. Secondly this part introduces the marketing mode of associated related to this article, such as experiential marketing, relationship marketing, brand marketing, depth marketing, cultural marketing, excitement, etc.The second part mainly studied and analyzed the Apple Corp ’s marketing strategies. And also introduces the development course and present situation of Apple Corp. This chapter studies the reasons of the success of Apple Corp ’s marketing strategies by analyzes its culture, concept and product characteristics.Then this part analyzes the apple’s marketing model, including brand marketing, experience marketing, hunger, and excitement.The third part focuses on apple’s successful marketing mode: focus on product design and development; culture innovation and development capacity; find consumer demand, lead consumption; flexible use of experiential marketing; open up sales channels, explore new way of publicity; use brand influence effectively.Fourth part is mainly to introduce the current situation of China’s IT marketing, Such as the key technology behind; lack of intellectual property rights, patent reserve; the decline of profit level; the brand influence is not strong and the weaker social penetration.The last part introduces that the impact of Apple Corp ’s successful marketing strategies to the healthy development of China’s IT enterprises. Such as using mouth marketing to expand the brand impact; using "emotional economy" strategy to connect customers’ emotion; being the voice of fashion; enhancing the core competitiveness of products through technical innovation in design. Apple Corp seizes the innovation first effect, uses high technology content, detail exquisite, the concept of human nature and strong background support products to impulse consumers’ consumer; Chooses the correct positioning of the sales channels to reduce the cost of sales; emphases the importance of brand marketing to create a positive brand influence, produce a powerful international influence.Apple Corp ’s marketing strategies has reference to the further development of China ’s IT industry. China ’s IT industry should selectively absorb Apple Corp ’s successful experience.