Analysis of Apple's Mobile Phone Marketing Strategy and Its Implications for Chinese Mobile Phone Brands

Abstract

Amid an overall decline in sales in China's smartphone market in the first quarter of 2023, Apple's mobile phone sales in China not only did not decline but increased. It also set the record for the highest sales volume in a single quarter since 2015 and the record for the largest market share in a single quarter since 2014, surpassing a host of local mobile phone brands. There must be a reason for the success of Apple mobile phones in the Chinese market. By analysing the brand culture promotion strategy, skimming method pricing strategy and hunger marketing strategy used in Apple's mobile phone marketing, this paper finds that although these strategies have helped Apple achieve success in the current Chinese market, they have certain drawbacks. Therefore, a comprehensive analysis shows that Chinese local mobile phone brands can seize three points in the future development: 1. Strengthen technological innovation and produce goods with good quality and low price. 2. Attach importance to the construction of brand culture and improve customer loyalty. 3. Discover the product highlights and “hunger” marketing moderately.