On Strategy Change From Quality To Quantity

Apple is a unique company in the mobile phone industry that uses the quality strategy,which makes most profits in the mobile phone market through one brand,one product line and one operating system.It completely abandons the middle and low-end market,streamlines product lines,centralizes resources to create high-quality and high-end products.It increases sales volume in specific target groups through hunger marketing and other means,and makes profits with high prices.The implementation of quality strategy is helpful to build the brand image,and successful products can pass the brand value to the next generation of products.Quantity strategy is widely used by most mobile phone companies.The target customer groups are broader,and the products are involved in the low,middle and high-end markets.The price and performance of product are hierarchical,which can meet the diversified needs of customers.Quantity strategy brings about the problem of product homogeneity,so the company pursues differentiation and cost performance.Company in quantity strategy earns profits through sales volume.When the company matures,it will focus more on middle and high-end products with stronger profitability.This paper takes Apple as a case study object,starting from the product and combining with the current situation of mobile phone industry,it discusses the strategy choice between quality and quantity,This paper compares the i Phone brand with other mobile phone brands,analyses their respective characteristics,draws lessons from the market,brand,product,marketing strategies,combines the problems encountered by Apple,and puts forward corresponding suggestions for the strategic change of Apple.It should give full play to its advantages and make up for its shortcomings,in order to provide some help and guidance for mobile phone companies that swing between the quality strategy and quantity strategy.This paper has three research emphases.First,based on clear market segmentation and market positioning,Apple chose the quality strategy in the early days of the birth of i Phone.By analyzing its strategy of building brand image with concentrated resources,as well as a series of product combination strategies and marketing strategies adopted based on the strategy,this paper discusses the reasons for its success.Second,explore the reasons and ways for Apple to change its strategy from quality to quantity,and analyze whether the strategic change of Apple is an active choice or a passive adaptation.Third,evaluate the effect of Apple's strategic change from financial perspective as the core and non-financial perspective as supplementary,and put forward Suggestions on the optimization of Apple's product portfolio.Through the case study,this paper concludes that the strategy change has the necessity of risk prevention and operational feasibility when mobile phone company encounters internal and external environment changes.Although the domestic mobile phone manufacturers cannot blindly imitate the quality strategy of Apple,but in the implementation of the quantity strategy they can learn from the successful experience of apple's high-end mobile phone: First,build a distinctive brand image,strengthen the awareness of brand maintenance,and support the growth of the brand through other strategies.Second,increase investment in research and development,take the initiative in research and development,improve the talent introduction plan,and establish and improve the company system to encourage innovation;Third,Transform the mind of satisfying consumer needs into creating consumer needs,establish long-term goals and improve service quality.Fourth,Implementing flexible marketing strategies,using hunger marketing and depreciating sparingly.