Marketing Strategy of Apple in the Chinese
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v6i3.4033
Abstract
With the development of science and technology and the increasing frequency of international exchanges, globalization has become an irreversible trend. As one of the largest developing countries in the world, China has gradually occupied a pivotal position in the global market with its huge market size, rich resources and increasing economic strength. This paper analyzes Apple's marketing strategy from the perspective of consumers, aiming to explore the reasons for its success and its impact on consumer behavior, and to study the use of 4P marketing theory, 4C marketing theory, integrated marketing theory and consumer behavior theory as a framework to comprehensively evaluate Apple's marketing performance in different dimensions. Apple has successfully attracted and maintained a large number of loyal consumers through precise product positioning, innovative pricing strategies, extensive distribution channels, and effective promotional methods. It has also played a key role in improving brand image and user satisfaction. It also provides companies with optimization. Its marketing strategy provides valuable reference and puts forward guidance and suggestions to help companies better understand and respond to market challenges, and provide reference and enlightenment for other companies
Keywords
Apple, marketing strategy, consumer, 4P, 4C
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[3]Guo Hao, Wang Sisi & Gao Hongchang.(2022). Enterprise Environmental Analysis and Strategic Choice-Taking Apple as an Example. China Storage and Transportation (01),101-102. doi:10.16301/j.cn ki.cn12-1204/f.2022.01.050.
[4]Lu Yangxi.(2021). Mobile terminal experience marketing from Apple. Marketing (13),1-2. doi:CNKI:SUN:YXJI. 0.2021-13-001.
[5]Luo Xin & Liu Yanli.(2021). Apple's Strategic Choices. Cooperative Economics and Technology (07),116-117. doi:10.13665/j.cn ki.hzjjykj. 2021.07.045.
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[8]Wang Siqi.(2019). Problems and Research Analysis of M Mobile Phone Hunger Marketing Strategy. Marketing (48),110-111. doi:CNKI:SUN:YXJI. 0.2019-48-086.
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