Research On The Marketing Strategies Of Apple Phone In China

With the rapid development of science and technology and the improvement ofpeople’s living standard, China’s mobile phone market is showing arapid development momentum and has an expanding space. In2013, the totalnumber of mobile phone users exceeded1billion in China. China has become theworld’s largest mobile communications market, and replaced the United States asthe world’s largest market for the Smartphone. The rapid development of mobilephone industry brought many business opportunities and attracted numerous domesticand foreign manufacturers have entered the Chinese mobile phone market, whichresulting in the pattern of China’s mobile phone market is constantlychanging, industry competition intensifies. In the fierce market competition of cellphone, some well-known domestic and foreign brand hasn’t had a rough go andgradually be eliminated, such as Philip, Ericsson and TCL. But, some rise ofnew mobile phone manufactures such as Apple, Lenovo and Millet mobile phone hasstanding out from the crowd and occupied the dominant market position successfully.Especially the Apple mobile phone, as a dark horse, quickly set off a wave of "iPhoneboom" in the highly competitive mobile phone market and has monopolize theChina’s high-end mobile phone market with Samsung. Although, Apple’s success isclosely related to the innovative technology, idea and form, the advanced marketingstrategy of Apple Corp is the key to its success factors.Marketing strategy is a systems engineering and mutually coherent productstrategy, promotion strategy, price strategy, channel strategy is the key to success. TheApple quickly attracted the customers’ attention in worldwide using of agood marketing strategy such as hunger marketing, word-of-mouthmarketing, marketing innovation and a series of unique way of marketing. While thedomestic mobile phone manufacturers marketing strategies are basically thesame, with no uniqueness and identification, and also has no loyal fans customers,which is also one of the important reason for the low market share for domestic mobile phone. Therefore, the research on the marketing strategy and foundthe no-accidental factors of successful marketing of the Apple have importantsignificance on the establishment of the domestic mobile phone marketingstrategies and implementation.The research object of this paper is the Apple marketing strategies in China.Firstly, the paper analyzes the environment of China’s mobile phone market,summarizes the development status and the characteristics, and analyzes the favorableand unfavorable factors affecting the development of China’s mobile phone market.Secondly, the paper briefly introduces the development of Apple Corp and the Applephone, and analyzes the Apple phone’ competitiveness in China market throughthe SWOT analysis and the comparison with competitors. On the basis of the aboveresearch, the paper analyzes the market positioning strategy and the marketing mixstrategy of the Apple phone from the price strategy, product strategy, promotionstrategy and the channel strategy. Based on the comparative analysis ofmarketing strategy of other mobile phone brand, the paper summed up thecharacteristics of marketing strategy of the Apple phone. Finally, the paper analyzesthe reasons for the success of the Apple phone marketing strategy, and puts forwardsome suggestions, in order to promote the improvement and innovation ofdomestic mobile phone manufacturers marketing strategy.