Comparative Analysis of Marketing Strategies of Huawei and Apple--Taking Huawei mate60 and iPhone15 as Examples

Huawei has the largest number of patents and the most advanced technology, becoming one of the global leaders in 5G technology. The release of the Huawei Mate 60 series has consolidated Huawei's advantages in the 5G field, bringing consumers a more convenient, efficient, and high-quality communication experience. Apple launched the iPhone15 on Sept. 13, breaking the grip it had on more than 80 percent of China's high-end smartphone market since entering the market in 2009. Based on the 4p marketing theory and PEST analysis, this paper takes the Huawei mate60 and iPhone15 as examples to study the marketing strategies in China. This study puts forward suggestions from the aspects of customer needs, market positioning, and innovation ability. This research suggests promoting other companies in the same industry to benchmark enterprises in the industry, and jointly create a good competitive environment, to provide consumers with more convenient and more satisfactory electronic products.