The Impact of Chip Technology Innovation on the Marketing Strategy of Consumer Electronics Products: A Case Study of Smartphones

Rui Li; Josephine S. Galanza

doi:10.62177/apemr.v1i6.96

Authors

Rui Li University of the Cordilleras
Josephine S. Galanza University of the Cordilleras

DOI:

https://doi.org/10.62177/apemr.v1i6.96

Keywords:

Chip Technology Innovation, Smartphone, Consumer Electronics, Marketing Strategy, Brand Competitiveness

Abstract

Chip technology innovation has become the core driving force for the development of the smartphone industry, and its far-reaching impact on product performance optimization and marketing strategy transformation is particularly significant. This paper explores the theoretical connotation and development trend of chip technology innovation, and analyzes its key role in improving smartphone hardware performance, enhancing user experience and promoting market competition. In addition, through the case studies of two major brands, Apple and Huawei, it reveals the specific practice of the deep integration of chip technology and marketing strategy, including differentiated product positioning, technology-driven brand building and market promotion of innovative functions. The study shows that the breakthrough of chip technology not only gives smartphones significant technical advantages, but also provides strong support for brands to enhance market influence and user loyalty, thus enabling them to gain a competitive advantage in the rapidly changing consumer electronics market.

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