Learn from today's world electronics giants, among which Apple in the United States and Samsung Electronics Group in South Korea are two "dazzling stars". The litigation dispute between Apple and Samsung even kicked off the war between the two companies. Comparing and learning their characteristics and methods in development strategy, technological innovation, marketing and corporate culture is of great significance to the formation of the core competitiveness of China enterprises. Drucker once pointed out that any enterprise has two functions, namely marketing and innovation. The market is the environment for enterprises to survive. This paper makes a swot comparison of the market and internal and external environment of the two companies, and makes a comparative analysis of the marketing strategies of the two companies by using the marketing 4p theory.

First, the swot analysis of Apple

Strength: strong brand influence, high product design level and R&D capability, strong human resource strategy, high market recognition and growth, strong product advantages and numerous partners in the fields of electronic publishing and multimedia;

Weaknesses: the compatibility of independently developed operating systems is poor, the R&D investment cost is huge, and the R&D is differentiated, which easily ignores systematic management and affects market expansion;

Opportunities: the market demand is gradually increasing, the consumer electronics industry market is constantly upgrading, and the potential market development opportunities are huge;

Threats: The upgrading of consumer electronic products is extremely fast, the risk of product research and development is increased, and the market competition is fierce and intensified.