企业营销策略研究以苹果与三星为例：.docVIP

毕业论文（设计） 题目:企业营销策略研究—以苹果与三星为例 院系名称： 专业班级： 学生姓名： 学号： 指导教师： 教师职称： 2014年4月20日摘 要 在全球化的背景下，信息化时代的飞速发展，手机已成为人们日常生活中，不可或缺的重要物品。中国在人口数量上有巨大优势，2011中国移动电话用户数量已达到全球第一，这已使世界各大手机厂商把中国市场作为营销战略的重要目标市场。现在正是智能手机的发展阶段，一大批的手机厂商推出自己的智能手机，从2009年开始，以Android、IOS为操作系统的众多智能手机厂商推出自己的手机品牌。而在这么多的手机厂商中，做的较好的有两家企业，一个是三星电子，一个是苹果，它们占据了中国手机市场较大的市场份额。 本文以相关的市场营销相关理论为基础，综合对比分析了三星和苹果的市场营销策略分析，对三星和苹果营销策略分析进行综述并得出启示。通过本文的研究，对三星和苹果以及国内外其他各大手机厂商的发展具有现实的参考意义。 关键词：三星，苹果，企业营销策略，智能手机 Research on Business Marketing Strategy ----take Apple and Samsung for instance Abstract In the context of globalization,the rapid development of the information age,mobile phones have become the peoples daily life,indispensable items.Has a huge advantage in the Chinese population.2011 Number of mobile phone users in China has reached the worlds first,which has the worlds major mobile phone manufacturers target the Chinese market as an important marketing strategy.Now is the stage of development of smart phones,a large number of mobile phone manufacturers to launch its own smart phone,beginning in 2009,with Android,Ios for the operating system,many smart phone manufacturers to launch its own mobile phone brand.In so many mobile phone manufacturers,the biggest has to do the best two companies,one is Samsung Electronics,one apple.Samsung and Apple,the worlds two largest mobile phone manufacturers,accounting for the largest share of Chinas mobile phone market.This two manufacturers to use two different operating systems,but they are each others largest smart phone competitors.While economic development and technological progress on major mobile phone manufacturers raised higher demands for domestic and foreign mobile phone manufacturers.to confront the opportunities and challenges. Samsung and Apple with respect to Motorola Nokia to enter the Chinese market late in the face of absolute advantage under conditions of Motorola and Nokia,Samsung and Apple have made a positive and different ef