苹果公司的手机营销策略的研究精要.doc

本科学生毕业论文（设计） 题 目 苹果公司的手机营销策略的研究 学 院 专 业 市场营销 学生姓名 潘金金 学 号 312105030220 指导教师 职称 论文字数 11533 完成日期 2016 年 3 月 10 日苹果公司的手机营销策略的研究 摘 要 随着经济的发展，人们的生活品质得到了极大的改善，对于手机的需求不再是单一的通讯工具，而是生活、社交和办公一体化的智能工具。苹果手机自2010年正式进入中国市场以来，不断地受到中国消费者的追捧，销售量不断上升，目前，苹果手机在中国高端智能手机市场上的份额已经达到80%以上。获得这样的成果，除了苹果手机的质量、技术、创新以及用户体验等特质外，还与苹果公司新颖的市场营销策略息息相关。本文通过对苹果手机营销策略的研究，分析了苹果手机的目标市场选择和产品定位，指出了苹果公司及iPhone的主要竞争优势。然后，通过对苹果公司营销渠道的分析，确定了苹果公司对iPhone营销渠道的选择和营销对策，最后，分析了苹果手机的上市推广策略以及有效运行的原因。 关键词：苹果公司；手机；营销策略 Research on the mobile phone marketing strategy of Apple Abstract With the development of economy, peoples quality of life has been greatly improved, the demand for mobile phones is no longer a single communication tool, but life, social and office integration of intelligent tools. Since the iPhone since 2010, officially entered the Chinese market, constantly by Chinese consumers and pursued, sales continue to rise, at present, apple phones in Chinas high-end smartphone market share has reached more than 80%. To obtain such results, in addition to the quality of Apple phones, technology, innovation and user experience, and other characteristics, but also with the Apple Corps new marketing strategy is closely related. In this paper, through the study of Apples mobile phone marketing strategy, analysis of Apples mobile phone market selection and product positioning, pointed out the main competitive advantage of Apple Corp and iPhone. Then, through the analysis of Apples marketing channel to determine the apple of iPhone marketing channels and marketing strategy. Finally, the analysis of the apple