苹果公司品牌战略研究

发布时间：2018-09-12 18:59

【摘要】：高技术企业的特点是知识、技术高度密集,产业附加值高。在当前我国强调经济结构优化,转变经济发展方式的风口,高技术企业无疑是符合多方利益诉求的。如果细心察看我国的七大战略新兴产业,就会发现无一不是高技术企业的范畴。高技术企业在二十世纪七十年代在整个世界经济中开始扮演举足轻重的角色,我国也应时地推出了“火炬计划”。经过30多年的高速发展,高技术企业已经可以利用自身的优势带动其它产业的发展。然而,在我国高技术企业发展过程当中,依然有一个显著的不足,还是传统的资本驱动和劳动驱动,创新驱动力弱,品牌价值低。这和文章的主要研究案例——苹果公司形成鲜明的对比。苹果公司是典型的高技术企业,它的品牌价值大,产品的溢价高,其经验对我国高技术企业的发展能够起到很好的借鉴作用。文章首先通过对品牌竞争力理论的阐述,比较不同竞争理论为分析苹果公司的品牌战略打下理论基础。品牌是企业的无形资产,品牌竞争力具有长期性、难以模仿性的特点。然后基于品牌竞争力理论对苹果公司的品牌战略进行了分析。对苹果公司的文化、竞争优劣势以及差异化品牌战略进行分析。苹果公司的文化能够符合大众的喜好,它的优势是良好的口碑与品牌,劣势是再创新乏力,它的差异化战略分为产品差异化,目标定位差异化。文章总结苹果公司成果的因素为:产品创新、用户至上和特色营销。接下来,对我国高技术企业的发展现状和遇到的问题进行了研究。我国高技术企业品牌已经初俱规模,但是缺少保护品牌的思想和工具,没有足够的品牌管理方法。可以从苹果公司的品牌战略学习到,我国高技术企业应该加强创新能力、加强品牌管理、打造自主品牌文化、提升产品质量。最后,本文认为研究未来我国高技术企业的品牌战略可以从企业家的个人才能和人格魅力着手,也可以从品牌战略的社会影响为切入点。
[Abstract]:High-tech enterprises are characterized by knowledge, high-density technology, high industrial added-value. At present our country emphasizes the economic structure optimization, changes the economic development mode tuyere, the high-tech enterprise is undoubtedly conforms to the multi-party interest request. If we carefully examine our seven strategic emerging industries, we will find that none of them is not the category of high-tech enterprises. High-tech enterprises began to play an important role in the whole world economy in the 1970s, and China also launched the Torch Plan. After more than 30 years of high-speed development, high-tech enterprises have been able to use their own advantages to drive the development of other industries. However, in the development of high-tech enterprises in China, there is still a significant lack of traditional capital driven and labor driven, weak driving force of innovation and low brand value. This is in sharp contrast to Apple, the main case study of the article. Apple is a typical high-tech enterprise, its brand value is large, product premium is high, its experience can play a good role in the development of high-tech enterprises in China. Firstly, this paper makes a theoretical basis for the analysis of Apple's brand strategy by comparing different competition theories with the explanation of brand competitiveness theory. Brand is an intangible asset of an enterprise. Brand competitiveness is long-term and difficult to imitate. Then the brand strategy of Apple is analyzed based on the theory of brand competitiveness. This paper analyzes Apple's culture, competitive advantages and disadvantages as well as differentiated brand strategy. Apple's culture can meet the needs of the public, its advantages are good reputation and brand, the disadvantage is to create new and weak, its differentiation strategy can be divided into product differentiation, target positioning differentiation. The article summarizes the factors of Apple's achievements: product innovation, customer first and characteristic marketing. Then, the development status and problems of high-tech enterprises in China are studied. The high-tech enterprise brand in our country already has the initial scale, but lacks the thought and the tool to protect the brand, does not have the sufficient brand management method. We can learn from Apple's brand strategy that our high-tech enterprises should strengthen their innovation ability, strengthen brand management, build their own brand culture and improve the quality of their products. Finally, this paper holds that the study of the brand strategy of our high-tech enterprises in the future can start from the entrepreneur's personal talent and personality charm, but also from the social impact of the brand strategy as a starting point.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F416.6

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