The Market Strategies of Apple in China

Lu, Bingyan

doi:10.2991/aebmr.k.220307.186

Cited by 3 publications

(9 citation statements)

References 2 publications

(2 reference statements)

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“…(Ferrari et al, 2022) Digital literacy skills will reduce the negative impact of the decoy effect, especially on the millennial generation. (Lu, 2022) By using the theoretical framework of legal protection for the millennial generation to avoid the negative impacts of decoy products, this article will discuss the concepts of legal protection, decoy products, and digital literacy. The research approach uses a qualitative descriptive study.…”

Section: Introductionmentioning

confidence: 99%

Consumer Legal Protection from the Decoy Effect Through Digital Literacy

Cahyani

Fitriyanti²,

Ahmad³

et al. 2022

sucila

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The millennial and generation Z tend to experience the negative impact of the decoy effect, so a consumer protection law is required. The purpose of this study is to demonstrate the negative impact of the decoy effect and the importance of consumer protection through digital literacy. A quantitative descriptive approach was used with millennial and generation Z research subjects who were given a choice of products using bait items. According to the study's findings, respondents are susceptible to the decoy effect, so consumers have the right to know before making a decision. The findings of this study contribute to the public's understanding and provision of suggestions or criticism, as well as to the government's formulation of consumer protection policies, particularly for the millennial and generation Z generations. The implication is that existing consumer protection laws must be flexible, rational, and based on digital literacy. Legal certainty as a form of consumer legal protection to achieve equality in an engagement as a concept for those who make transaction.

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Section: Introductionmentioning

confidence: 99%

Consumer Legal Protection from the Decoy Effect Through Digital Literacy

Cahyani

Fitriyanti²,

Ahmad³

et al. 2022

sucila

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“…The leadership of Apple is very innovative and has its own wind in it. The marketing strategy applied by Apple Inc [7]. is viral marketing, which is propagated on the Internet through users' word-of-mouth or through person-toperson transmission [5].…”

Section: Discussionmentioning

confidence: 99%

“…They are Steve Jobs, and. his close friend, Ron Wayne, Steve Wozniak [1]. The success factor of Apple is that it has a strong management team, and every employee gives full play to their unique advantages to form a big team.…”

Section: Reviewmentioning

confidence: 99%

“…So in order to further understand consumers' motivations for buying fruits and vegetables, Apple has launched a value graph, which indicates that some consumers' choices are correct, and uses a part of its advertising strategy to end the conceptual basis as a hypothesis [4]. So Apple carried out three kinds of print advertising strategies, and through interviewing different consumers, it learned what consumers want most [1]. These can indicate that the spread and content of advertisements will lead to different brand attitudes [7].…”

Section: Reviewmentioning

confidence: 99%

“…So Apple carried out three kinds of print advertising strategies, and through interviewing different consumers, it learned what consumers want most [1]. These can indicate that the spread and content of advertisements will lead to different brand attitudes [7].…”

Section: Reviewmentioning

confidence: 99%

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The Successful Marketing Strategy of Apple

Dong,

Zhang,

Han

2023

AEMPS

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In The electronic product market, marketing strategy is a very important factor. Apple is successful in this area. Apple is the first brand to publish a flagship store to market, that provides outstanding service. But the place and service are not enough. In this paper, we will find out why Apple can be successful in the market. we will be using the 4Ps method to research Apple's marketing strategy. The way of Apple uses product ecosystem and word of mouth by customers. And on the other hand, Apple is working through pricing strategy and location of Apple stores.

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Research on Apple iPhone’s Marketing Strategy in China

Zhang¹

2023

BCPBM

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In recent years, people's income has increased due to economic development. Mobile phones have become one of the most popular consumer electronic products. As an international giant, Apple’s marketing strategy in the Chinese market has significantly impacted the iPhone’s success in the Chinese market. According to the statistics on Apple’s product category revenue from 2015- 2021, the percentage of iPhones has decreased from 20015 to 2021 in the past five years in the Chinese market. Focusing on this problem, this paper studies Apple’s marketing strategy in the Chinese Market. This research adopts the literature research/analysis method to analyze the marketing environment, marketing status, and trend of Apple mobile phones in China. Then, it analyzes the problems in its marketing mix strategy, the reasons for these problems, and gives corresponding suggestions, including implementing a differentiated product strategy, adopting a customer-oriented price strategy, adopting a diversified channel sales strategy, and diversified promotion strategies. This paper mainly analyzes the issues of Apple’s marketing strategy in the Chinese market, hoping to provide valuable suggestions for Apple’s marketing work in the Chinese market and provide a reference for the Chinese smartphone brand in delivering marketing strategies.

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The Market Strategies of Apple in China

Cited by 3 publications

References 2 publications

Consumer Legal Protection from the Decoy Effect Through Digital Literacy

Consumer Legal Protection from the Decoy Effect Through Digital Literacy

The Successful Marketing Strategy of Apple

Research on Apple iPhone’s Marketing Strategy in China

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