苹果公司在中国市场的营销策略-Apples Marketing Strategy Analysis in China (1).docxVIP

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摘要

随着互联网行业的快速发展，苹果已经成为全球最大的IT企业。在众多手机品牌中，苹果手机独树一帜，国内市场掀起了惊人的“苹果热”。这种几乎看不见的狂热背后，还有什么更吸引消费者的呢？

本文回顾了苹果公司对苹果产品总结的实时原因和发展；在中国实时使用iPhone的情况下对激烈的市场竞争进行市场调查；结合利润方面的贡献对苹果的市场结构进行价格策略的分析，并提出买方的批量多元化战略路线和促销策略；最后总结苹果公司在中国的销售策略上得到的启发。得出结论，苹果是一个清晰而全面的产品组合，其产品定位是高端的，有多种营销渠道和促销策略的创新，集合了其他品牌的营销策略，同时也存在一些不足或缺陷。本文对此提出以下四点建议：加快技术创新，提高产品的实力；丰富产品线；完善系统，提高兼容性；坚持服务承诺，建立健全的渠道管理体系。

关键词：苹果公司；竞争分析；SWOT；市场营销策略

ABSTRACT

WiththerapiddevelopmentoftheInternetindustry,Applehasdevelopedintotheworld’slargestITcompany.Amongmanymobilephonebrands,Applemobilephonesleadtheway,settingoffanamazing“Appleboom”inthedomesticmarket.Behindthisalmostblindfrenzy,whatisthebusinessstrategythatattractsconsumers,orwhatisthedrivingofthis“Applefrenzy”?

ThispaperreviewstheoriginanddevelopmentofApple’sproducts,conductsacompetitiveanalysisoftheiPhoneinApple’sproductsfortheChinesemarket,conductsaSWOTanalysisoftheiPhonethatcontributesthemosttoApple’sprofits,analyzesApple’sproductstrategy,pricingstrategy,channelstrategyandpromotionstrategybyusingthemarketingmixtheory,andfinallysummarizestheaboveanalysisandgivesseveralsuggestionsforApple’ssalesstrategyinChina.

Throughtheaboveanalysisandresearch,thispaperbelievesthatApple’sproductportfolioisclearandcomplete,itsproductpositioningisrelativelyhigh-end,andtherearemanyinnovationsinsaleschannelsandpromotionstrategiesthatattractotherbrandsandotherindustriestoimitate.However,therearealsoshortcomingsanddeficiencies,andthispaperproposestoacceleratetechnologicalinnovationandenhanceproductstrengthinviewoftheseproblems;Enrichtheproductline;Improveyoursystemtomakeitmorecompatible;Maintaininvestmentinserviceofferings;Establishasoundchannelmanagementsystem;SeveralsuggestionsforeffectivepublicrelationsintheChinesemarket.

KeyWords：Apple;competitivean