What are the marketing strategies of enterprises?

learn from today's world electronics giants, among which Apple in the United States and Samsung Electronics Group in South Korea are two "dazzling stars", and the lawsuit dispute between Apple and Samsung has even started the war between the two companies. Comparing and learning their characteristics and methods in development strategy, technological innovation, marketing and corporate culture is of great significance to the formation of the core competitiveness of Chinese enterprises. Drucker once pointed out that any enterprise has two functions, namely marketing and innovation. The market is the environment for an enterprise to survive. This paper makes a swot comparison between the two companies in the market and the internal and external environment, and compares and analyzes the marketing strategies of the two companies with the marketing 4p theory.

1. swot analysis of Apple

strength: strong brand influence, high product design level and R&D capability, strong talent resource strategy, high market recognition and increasing, with strong product advantages and numerous partners in the fields of electronic publishing and multimedia;

weakness: the operating system independently developed has poor compatibility, huge R&D investment cost, differentiated R&D, easy to ignore systematic management and affect market expansion;

opportunity: the market demand is gradually increasing, the consumer electronics industry market is constantly upgrading, and the potential market development opportunities are huge;

threat: the upgrading speed of consumer electronic products is extremely fast, the risk of product research and development is increased, and the market competition is fierce and intensifying.