| ABSTRACT | 第1-7页 |
| 摘要 | 第7-12页 |
| Chapter Ⅰ Introduction | 第12-18页 |
| ·Background of the Study | 第12-14页 |
| ·Significance of the Study | 第14-15页 |
| ·Literature Review | 第15-16页 |
| ·Framework of the Paper | 第16-18页 |
| Chapter Ⅱ Relevant Marketing Theory | 第18-24页 |
| ·Marketing Mix of 4Ps | 第18-22页 |
| ·Product | 第18-19页 |
| ·Pricing | 第19-20页 |
| ·Place | 第20-21页 |
| ·Promotion | 第21-22页 |
| ·SWOT Analysis | 第22-24页 |
| Chapter Ⅲ Development of iPhone and Its Marketing Strategy in China | 第24-41页 |
| ·A Profile of Apple's iPhone Series Products | 第24-29页 |
| ·Brief Introduction of Apple Inc | 第24-26页 |
| ·Emergence and Development of iPhone | 第26-28页 |
| ·Apple's Performance in Chinese Market | 第28-29页 |
| ·4Ps Marketing Strategy of iPhone in Chinese Market | 第29-38页 |
| ·Product Strategy | 第29-32页 |
| ·Pricing Strategy | 第32-35页 |
| ·Place Strategy | 第35-36页 |
| ·Promotion Strategy | 第36-38页 |
| ·SWOT Analysis of iPhone in China | 第38-41页 |
| ·Strengths of iPhone in China | 第38-39页 |
| ·Weaknesses of iPhone in China | 第39页 |
| ·Opportunities for iPhone in China | 第39-40页 |
| ·Threats for iPhone in China | 第40-41页 |
| Chapter Ⅳ "Going Out"Status of Chinese Mobile Phone Industry | 第41-60页 |
| ·Development History of Chinese Mobile Phone Industry | 第41-44页 |
| ·Emergence Stage of Chinese Mobile Phone Industry | 第41-42页 |
| ·Downward Slide of Chinese Mobile Phone Industry | 第42-43页 |
| ·Uprising Period of Chinese Mobile Phone Industry | 第43-44页 |
| ·Export Status of Chinese Mobile Phone Industry | 第44-47页 |
| ·SWOT Analysis of Chinese Mobile Phone Industry | 第47-54页 |
| ·Strengths of Chinese Mobile Phone Industry | 第47-49页 |
| ·Weaknesses of Chinese Mobile Phone Industry | 第49-50页 |
| ·Opportunities for Chinese Mobile Phone Industry | 第50-51页 |
| ·Threats for Chinese Mobile Phone Industry | 第51-54页 |
| ·Problems of Chinese Mobile Phone Industry Compared with iPhone | 第54-60页 |
| ·Product Problems | 第54-56页 |
| ·Pricing Problems | 第56-57页 |
| ·Place Problems | 第57-58页 |
| ·Promotion Problems | 第58-60页 |
| Chapter Ⅴ Implications for Chinese Mobile Phones to "Go Out" | 第60-77页 |
| ·Deep Exploring of Success of iPhone | 第60-64页 |
| ·Innovation Consciousness | 第60-61页 |
| ·Customer Orientation | 第61页 |
| ·Brand Building | 第61-63页 |
| ·Product Differentiation | 第63-64页 |
| ·Recommendations for Chinese Mobile Phone Industry | 第64-77页 |
| ·Improving Brand Image | 第64-67页 |
| ·Enhancing Research and Development | 第67-69页 |
| ·Enriching Distribution Channels | 第69-73页 |
| ·Exploring Foreign Market in Depth | 第73-77页 |
| Chapter Ⅵ Conclusion | 第77-79页 |
| REFERENCES | 第79-82页 |
| ACKNOWLEDGEMENTS | 第82-83页 |
