Research On The Marketing Strategy Of Apple Inc Retail Business In The Enterprise Market Of China

The economy of China has been grown dramatically since China was accessed WTO.Private enterprise got opportunities for development that were no parallel in history because of economic globalization.It's lead to the international competition.Competition environment more and more strict.The competition has changed from “product competition” into “brand value”,“Marketing” and “increment services”.Foreign companies develop in China always meet these problems and opportunities as well.Under this background,this paper research and analyze marketing strategy of Apple Retail for Business.Analyzed the development status and macro environment of China smart phone industry and personal PC industry.Deep clear the advantages,disadvantages,opportunities and challenges of Apple Retail for Business development in China.This paper starts from Apple employee's daily practice.This paper present Apple Retail for Business should optimization from product,price,place,promotion,people,process,physical evidence.Apple Retail for Business need to be optimized to satisfy business customer's requirements.In order to wish the revenue of Apple Retail for Business maintain growth.Hope to bring some reference development strategy for companies in internationalization.This paper is mainly about the research of Apple Retail for Business marketing strategy.The first chapter introduces the background,purpose and significance of the study and introduces the methods of the research as well.The second chapter is the review of the related literature.Mainly introduces the theories of PEST analysis,Michael Porter's Five Forces Model,chance advantage analysis method and 7P marketing strategy analysis.The third chapter introduces smart phone industry and personal PC industry development status in China.Under the china retail background,analysis retail competition between Xiao Mi and Huawei.SWOT analysis of Apple Retail Business.The fourth chapter analyzes the current marketing strategy of Apple Retail Business.The fifth chapter analyzes the problem of market strategy from employee's visual angle.The sixth chapter present detail optimization of 7P marketing strategy.The seventh chapter is the conclusion and outlook,summarizes the research contents and result.