苹果公司产品创新和营销战略.pptVIP

Hunger marketing, used in the commercial promotion of goods or services, is refers to the commodity provider intends to cut production , in order to achieve control of supply and demand, manufacturing in short supply illusion, in order to maintain the product image and maintain a high commodity price and profit margins of marketing strategy. Hunger marketing 第十四页，共三十二页。 Every year before apple product launch, apple will be ensured, but also secret, whetting the appetites of Fans all over the world, people waiting, speculation about the new function, new appearance and so on. As a result, it aggravated the curiosity of people, all want to see it first. 每年在苹果新品发布会之前，苹果公司都会放出口风，但是却又讳莫如深，闭口不谈，这就吊起了全世界粉丝的胃口，人们翘首以待，纷纷猜测其新功能、新外形，这更加剧了人们的好奇心，都想一睹为快。 第十五页，共三十二页。 Apples marketing is not a simple hunger for the IPhone, but the extreme hunger marketing, first they ignored, only tell the market, there will be a new IPhone interview, but after a long time for the IPhone almost no information, wait until the market extremely eager to get product information from various channels, a brief introduction on the IPhone. Until the IPhone officially listed, the advertisement was overwhelming, through a variety of ways to let you see every day, see everywhere. The extreme contrast, let consumers like the long drought meet sweet dew, suddenly had a great interest on the IPhone and impulsive purchase, thereby achieving success. 苹果公司对IPhone的营销并非简单的饥饿营销，而是极端的饥饿营销，它们先是避而不谈，只告诉市场，将有新产品IPhone面试，但是之后的很长时间对于IPhone的信息近乎没有，等到市场极端渴望从各种途径获得产品信息时，再对IPhone进行简单介绍。等到IPhone正式上市之后，其广告便铺天盖地，通过各种形形色色的途径让你天天看到、处处看到。这种极度的反差，让消费者犹如久旱逢甘露，突然间对IPhone产生了极大的兴趣与购买冲动，从而获得成功. IPhone 第十六页，共三十二页。 Part 2 Experience marketing Marketing strategy 第十七页，共三十二页。 Experience marketing The experiential marketing is to make consumers involved, make it feel fully the performance of the services or products, so as to arouse the enthusiasm of the purchase. Experiential marketing has broken the traditional marketing