| Title: | An Analysis of the Impact Mechanism of Apple’s iPhone Campus Marketing Strategy on Consumption Behavior of Chinese College Students from the Perspective of 4Ps Theory |
| Author: | Lei Jia |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.867-875) Click PDF |
Abstract
With the rapid development of China’s economy and continuous advancements in technology, the consumption potential of the Chinese college market has been steadily unleashed, drawing significant attention to the consumption demands and behavioral characteristics of college students. This study aimed to analyze the influence mechanism of iPhone’s campus marketing strategy on the consumption behavior of Chinese college students under the 4Ps theory framework. A questionnaire survey method was adopted, targeting undergraduate students from six public universities in Chongqing, with 400 valid responses collected. Descriptive statistical analysis and correlation analysis were employed. The results indicate that
product strategy, price strategy, place strategy, and promotion strategy are all significantly positively correlated with the consumption behavior of Chinese college students. The study demonstrates that iPhone’s functional design, student-exclusive discounts, online-offline channel integration, and promotional activities positively influence students’ consumption intentions and behavior. The findings provide theoretical support and practical guidance for enterprises to optimize campus marketing strategy and meet the needs of college students. It is recommended that Apple iPhone further refine its targeting of the college market, enhance the alignment between product features and student demands, establish rational pricing systems,
improve channel layouts, and innovate promotional strategy to strengthen brand influence and competitiveness in the campus market.
Keywords: 4Ps theory, iPhone, campus marketing strategy, college student, consumption behavior
6617195416 Lei Jia. 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), An Analysis of the Impact Mechanism of Apple’s iPhone Campus Marketing Strategy on Consumption Behavior of Chinese College Students from the Perspective of 4Ps Theory, นำเสนอในที่ประชุมวิชาการ (Conference), The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
