在中国市场上，苹果公司的iPhone手机一直是一个闪亮的代表性产品，其迅猛发展的势头已经引起了国内手机行业的高度重视，因此学习iPhone手机的成功经验已经成为诸多企业的首要选择。本文主要分析在中国市场上快速发展的iPhone手机营销策略的成功经验和存在的问题，以期为其他国内手机企业提供帮助和借鉴。本文结合市场营销的基本理论，通过介绍苹果公司和iPhone手机的发展历程及其特性，分析iPhone手机的市场定位、市场细分，并和其他竞争品牌手机如三星、HTC、小米相比较，重点研究了iPhone手机所采取的营销策略，以及这些营销策略是如何使得iPhone手机在中国市场上能够获得市场份额的增长和业绩提升的。文章运用市场营销理论对iPhone手机的市场营销策略的独特性进行分析，并且针对其在营销策略的执行和完善上提出了改进意见。本文希望通过探讨找到iPhone手机在中国市场营销成功的关键因素，形成对国内企业的可借鉴的经验，为中国手机企业提供学习和借鉴的素材，以期提高国内同类企业的核心竞争力，为中国手机企业早日走出营销困局贡献绵薄之力。

In the Chinese market, Apple's iPhone has been a shining representative products, its momentum of rapid development of the domestic mobile phone industry has attracted great attention, so learning the successful experience of the iPhone has become the first choice of many enterprises. Successful experiences and problems analyzes this in the fast-growing Chinese market, the iPhone marketing strategy, in order to provide help and reference for other domestic mobile phone enterprises.In this paper, the basic theory of marketing, through the introduction of Apple's iPhone development process and its characteristics, analyzes the iPhone market positioning, market segmentation and competitive brands and other mobile phone Samsung, HTC, millet compared, focusing on such taken by the iPhone, marketing strategy, and how to make these marketing strategies are the iPhone in the Chinese market can gain market share growth and performance improvement. Article use of the iPhone's unique marketing strategy to analyze marketing theory, and for his proposed improvements in the implementation and improvement of marketing strategy. This paper aims to explore the key factors the iPhone in China marketing success is found, the formation of domestic enterprises experience can learn, study and reference materials for the Chinese mobile phone companies in order to enhance the core competitiveness of domestic similar enterprises, the Chinese mobile phone enterprise marketing dilemma early out modest contribution.