Research About Apple’s Marketing Strategy and Consumer Behavior

Abstract

This paper mainly tells how Apple is successful, including how to attract new customers, how to retain old customers, and so on. The reason for choosing this topic for research is to analyze Apple's success and its perfect marketing strategy with the marketing analysis method of Jonah Burger. This paper will use a Questionnaire, Modal analyses, and Data collection to obtain evidence. In the Result section, this paper will use three factors from Jonah Burger's STEPPS: Social Currency, Practical value, and Emotion, to describe Apple's success. Meanwhile, professional market analysis frameworks such as SWOT analysis and Further suggestions and Strategies will be used in the Discussion to analyze the current situation and future of apple’s market. This article will give readers a better understanding of Apple's success and can be used as a reference.