Research On Marketing Strategy Of Mobile Terminals

In recent years, with the rapid development of China's economy, the rising and the rapid development of mobile terminal electronic equipment enterprises started to join in Internet and retail industry. Mobile phones, portable computers and other mobile electronic products have become an integral part of personal life. Each brand in China had a particularly fierce competition, foreign big brands like "Motorola", "Philip" to "NOKIA" have gradually been out of the market, the small scale of the state-owned brands have to hardly survive with meager profit. During the period, Samsung have sprung up rapidly, through releasing the large screen mobile phone and Galaxy series, Samsung won mainly of mobile terminal market sales and market share, but because lack of technological innovation, the products after Note 7 sales no good than before.However, in this hard situation, Apple Corp ushered a new chapter of intelligent mobile phone through the iPhone mobile phone series launched. then, as everyone knows from iPhone 1 to iPhone 4, and then to iPhone 4S created a mass of crazy sale, iPod series redefined the music player, iPad tablet computer and portable computer to push the mobile office to a new height. Compare with decadent China mobile terminal market, sales of Apple products soared, which is more than 30% of the market occupied Chinese mobile phone, this results depends on not only Apple products in technology, innovation, and other characteristics of the product itself, but more important is the marketing strategy and the implementation of the Apple Corp.In this paper, I combined with the basic introduction of marketing, used Apple Corp as the main research object, did the analysis of marketing strategy of its mobile terminal sales.By combined with SWAT analysis research methods, and summarize the main characteristics of Apple Corp in the mobile terminal marketing strategies of advantages and disadvantages, and also through comparison with the marketing strategy of HuaWei's, to give a improvement of marketing strategy for Apple Corp executive scheme. Hope that can help the future of mobile terminal marketing strategy in China market.When I was writing this article, I consulted the domestic and foreign scholars in recent years about the Apple Corp marketing strategy research related literature material. I used theory of enterprise marketing strategy and combined with work experience during my work to do case analysis of advantages and disadvantages.