Abstract
Apple has become the world leading mobile phone producer since it launched its first generation mobile phone in Chinese market. Literature survey, case analysis and 4P theory has been adopted in this paper, aims to analyze Apples successful experience in Chinese market, and provides Chinas mobile phone enterprises with possible suggestions to improve competitiveness to break into the global market. The reason why iPhone can quickly open the Chinese market and continue to hold a stable market share as its good performance and fashionable appearance, as well as series of marketing strategies. Nowadays, Chinese mobile phone producers have many problems with their products, such as poor quality, low technology level, brand missing etc., the marketing strategy that adopted by Apple can use for reference for Chinese mobile phone producers. By improving product quality, strengthening product design and technology innovation, bundling products with services, the Chinese mobile phone enterprises improve their competitiveness in the global market.
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