苹果公司本土化商业模式改进策略研究

发布时间：2018-06-05 01:35

本文选题：苹果公司 + 本土化　；参考：《华东理工大学》2013年硕士论文

【摘要】：随着科学技术的不断发展,自从2000年之后,IT业有了突飞猛进的发展,电脑的普及已经成为每个家庭的必需电器。而网络则是其中必不可少的承载工具,速度的不断提升,迫使电脑硬件的不断升级都是相互促进了IT业的不断发展。本文主要采用理论与实践相结合的思路,借鉴国内外在商业模式、全面营销、客户关系管理方面的理论研究成果,辅以苹果公司本土化商业模式应用的管理实际,靠规范研究与比较研究相结合的方法,通过对商业模式的理论基础等理论的梳理,从中寻求结合机会,探寻一般规律和观点,提炼理论适用理论与观点。本研究旨在探讨适用于苹果公司的中国本土化商业模式改进策略。本研究运用全面营销理论、创造创新性营销管理以及顾客价值等相关理论,探讨当前苹果公司所采取的商业模式,以及为了适应中国市场,苹果在现有商业模式上进行的一系列适用于中国消费市场的改进,成功的利用苹果模式迅速占领中国市场,结合苹果公司在适用于中国市场策略调整,通过理论与实际相结合的方式,提出适合于苹果公司的中国市场商业模式改进方案。
[Abstract]:With the development of science and technology, the IT industry has developed rapidly since 2000. The popularization of computer has become a necessary electrical appliance for every family. And the network is one of the indispensable carrying tools, the speed of continuous improvement, forcing the continuous upgrading of computer hardware is to promote the continuous development of the IT industry. This paper mainly adopts the idea of combining theory with practice, draws lessons from the theoretical research results of commercial model, comprehensive marketing and customer relationship management at home and abroad, and complements the management practice of the application of local business model of Apple Corporation. By the method of combining normative research with comparative research, through combing the theory of business model and so on, we seek the opportunity to combine, explore the general law and viewpoint, and refine the applicable theory and viewpoint of the theory. The purpose of this study is to explore the strategies for the improvement of Chinese localization business model for Apple. Using the theory of comprehensive marketing to create innovative marketing management and customer value, this study explores the current business model adopted by Apple and to adapt to the Chinese market. Apple has made a series of improvements to the Chinese consumer market that apply to its existing business model, successfully using the Apple model to quickly capture the Chinese market, and combining with Apple's strategy adjustment for the Chinese market. Through the combination of theory and practice, this paper puts forward a plan of improving the Chinese business model suitable for Apple.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.6

【参考文献】