苹果手机的营销策略分析精要.docxVIP

武汉理工大学毕业论文苹果手机的营销策略分析摘 要随着我国经济的快速发展，人民的生活水平已得到极大地改善和提高。智能手机时代已经进行了洗牌，高端市场仍由苹果与三星占据，国内手机厂商注重性价比的中低端市场，也试图进入高端市场。因此这就要求企业必须根据自身特点重新认识自己的比较优势，以此推出质量更好的产品及指定更合适的营销战略。本文通过对以苹果iPhone手机为代表的苹果iOS移动终端产品的分析，包括其公司发展历程，其营销战略，以及竞争对手和市场行情等现状的分析，来了解苹果如何在短短的几年时间内做到行业领导者的地位的动因。并且也通过研究苹果公司的产品营销策略和模式，而让更多的国内相关企业借鉴苹果公司的成功之处，营销与管理手段，旨在提高国内相关企业的核心竞争力。关键词：苹果手机；SWOT分析；4P’S营销策略；STP营销战略AbstractWith the rapid development of Chinas economy, peoples living standards have been greatly improved and enhanced. Smart phone era has been shuffled, the high-end market, Apple and Samsung still occupied the domestic mobile phone manufacturers focus on cost-effective low-end market, but also tried to enter the high-end market.Therefore, which requires companies to rediscover their comparative advantage based on its own characteristics, in order to deliver better quality products and specified more appropriate marketing strategy.???? Based on the iPhone as the representative of the Apple iOS mobile terminal analysis of the product, including the companys development process, its marketing strategies, as well as competitors and the market status quo analysis, to understand how Apple did in just a few years time the industry leader motivation. And also by studying Apples marketing strategy and model, and let more domestic enterprises to learn from Apples success, marketing and management tools designed to enhance the core competitiveness of domestic enterprises.Key Words：iPhone；SWOT analysis；4P’S marketing strategy；STP Marketing Strategy目录第1章 绪论------------------------------------------------------------------11.1 研究目的及意义------------------------------------------------------11.2研究的内容-----------------------------------------------------------11.3当前的研究现状-------------------------------------------------------1第二章 苹果公司概况及智能手机市场现状-----------------------------------------------------------2 2.1 苹果公司发展历程----------------------------------------------------2 2.2 相关背景：iPhone产品介绍---------------------------------