Author(s)

Shiqi Zhang ¹

Affiliation(s)

¹ School of International Business, Southwestern University of Finance and Economics, Liutai Avenue, Chengdu, China

Corresponding Author

Shiqi Zhang

ABSTRACT

The iPhone's success in China is largely due to its marketing strategies, which include product strategy, price strategy, channel strategy, promotion strategy and service strategy. Although iPhone was a huge success in the early days of its entry into the Chinese market and its market share in China soared, the iPhone myth only lasted until 2015. Apple had made a series of marketing changes aimed at Chinese consumers in order to maintain its position in the Chinese market after its market share and revenue plummeted in 2016. Over the past two years, iPhone's position in the Chinese market had gradually recovered. Through the analysis of iPhone marketing strategy in China, this paper summarizes several successful experiences of iPhone, in order to provide certain reference for domestic mobile phone market competition and international marketing. 

KEYWORDS

International marketing, iPhone, marketing strategy

CITE THIS PAPER

Shiqi Zhang, Analysis of IPhone's Marketing Strategy in China. Industrial Engineering and Innovation Management (2023) Vol. 6: 21-26. DOI: http://dx.doi.org/10.23977/ieim.2023.060403.

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