摘 要:近几年来，随着社会经济的发展和人民生活水平的提高，居民的消费结构发生了很大的变化，因此对手机的各方面需求有了很大的增加。 三星和苹果作为中国最畅销的两个手机品牌。近年来在手机市场各自占有率不断提高,竞争亦越来越激烈:近年来专利战愈演愈烈,市场的营销战役也早已打响。
本文运用市场营销的相关理论综合分析苹果手机和三星手机各自的市场营销策略，首先本文运用PEST来分析苹果手机和三星手机的市场宏观环境，叙述了两个品牌当今市场现状，在用五力模型对两个品牌的行业竞争环境进行分析，得出两个品牌所在的环境状况。接着结合之前分析两个手机的内外基本条件运用SWOT分析法找出两个公司的优势劣势，机会和威胁。最后通过产品策略，价格策略，渠道策略和促销策略分别对苹果手机和三星手机的营销策略进行详细的分析，讨论出两个手机品牌如何通过自己的营销手段来增大手机市场占率，并且在此基础上，将两个品牌的4P策略综合分析比较，找出两个手机品牌各自的营销策略的优点和缺点，最后得出这两个手机品牌可以赢得消费者信赖额，获得品牌忠诚度的原因。
关键词:三星手机;苹果手机;营销策略
ABSTRACT:In recent years, with the development of social economy and the improvement of people's living standards, resident's consumption structure have taken place, especially the demands for mobile phones have made a lot of ascension on various aspects. Samsung and apple, as China's best-selling brand of two mobile phones. In recent years, their shares in the mobile marketcontinue to increase and they are more and more competitive: Patent war has intensified in recent years, the market marketing campaign had started.
Based on the related marketing theory,the paper analyzed Samsung and apple marketing strategy .The first of all,with the PEST analysis and Michael Porter’s Five Forces Model, elaborate the basic situation about two mobile phone in the market environment and the enterprise the paper analyzed the Strengths, weaknesses, opportunities and threats,and second introduced the internal enxironment of Samsung and apple mobile,with SWOT,Then introduced and analyzed 4P of Apple and Samsung to find out the characteristic of two brand marketing strategy ,With this to list though which methods these two brands can increase their market share.the paper expounds why they can win the trust of consumers and loyalty for consumers.
Key words : Samsung ; Iphone ; marketing straregy
