Research On Apple's Marketing Strategy In China

On July 20,2016,Fortune released the latest list of the world's top 500,in which Apple Corp ranked ninth.In the same year,Apple Corp had became the top one of the world's 100 most valuable brands.With the rapid development of the Internet industry,Apple Corp has grown up as the world's largest IT company.Among all mobile phone brands,apple phones from United States stand out in the Chinese market and set off an amazing apple boom.We want to explore the following questions: What kind of factors making consumers so addicted to Apple products? What kind of business strategies drive the Apple wave?To answer the above questions,this thesis reviews the origin and development of each Apple product,applies the theory of the marketing mix strategy to analyze Apple Corp's pricing strategy,channel strategy and promotion strategy,conducts a competition analysis of the iPhone and iPad sales in the China market,and are competitive analysis,and performs a SWOT analysis of the iPhone products which contribute most to the revenues of the Apple Corp.Finally,all these analysis results lead to a few suggestions to improve the sales of Apple products in China.Throughout these analysis,we first identified that Apple Corp's product portfolio is clear and complete;Apple Corp always targets high-end consumers;There are many innovations in sales channels and promotion strategies that have been imitated by other brands and other industries.However,second,we also identified a few disadvantages.To solve these problems,we propose several improvement strategies such like accelerating technology innovation,enhancing product strength,enriching product line,improving operating system,maintaining investment in service products,establishing the effective channel management system,enhance PR ca-pability in the Chinese market.