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Revised Marketing Strategies Needed to Boost Sales

China Resistant to Bite Regarding Apple's iPhone

By IGI Global on Sep 3, 2013
Contributed by Kaitlyn Retherford, Discipline Manager

China Resistant To Bite Regarding Apple's IPhone Apple's iPhone is easily one of the most recognizable smartphones on the market and continues to stay popular around the world, excluding one place: China. The iPhone is currently in seventh place in the smartphone market in China, whereas in almost all other countries, it ranks at the top. According to an article on CNN Money, "China is Apple's Land of iPhone Opportunity", this is seemingly caused by the high price that is just not affordable to most Chinese consumers. To combat the lack of saturation in this market, Apple is expected to unveil the iPhone 5C, a rumored low-cost device that could bring the industry giant to the forefront of the Chinese market.

In the rapidly developing online global marketplace, there is a clash of cultures and differences in segments that make appealing to everyone a nearly impossible task. Big businesses in particular have to take into consideration the differences in marketing strategies that are necessary when appealing to people all over the world.

Research and specialized studies on marketing to Chinese customers are exhibited in the title, Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media, a collaboration between research professionals Mei Wu (University of Macau, China), Peter Jakubowicz (The Chinese University of Hong Kong, Hong Kong) and Chengyu Cao (Tsinghua University, China).

This forthcoming text presents case studies, textual analysis, media reviews, and in-depth interviews in order to investigate the Chinese “pushing hand” operation from the conceptual perspective of communications and viral marketing. This book is significant to researchers, marketers, and advocates interested in the persuasive influence of social networks.

The publication is a part of the 12 book bundle exhibited in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series, a collection of titles focusing solely on catering to specific segments, addressing success factors for customer relationship management, marketing, and electronic services and its performance outcomes.
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