苹果公司在华市场品牌营销策略分析

发布时间：2018-07-10 07:50

本文选题：苹果 + 品牌营销　；参考：《吉林大学》2017年硕士论文

【摘要】：经济全球化将各国企业放在同一平台,导致国际市场竞争日趋白热化,随着产品同质化越来越严重,企业间的竞争已经由“产品竞争”转变为“品牌竞争”。品牌作为企业的隐形资产,具备获得超额利润的溢价能力,也作为企业在国际市场上的核心竞争力,为企业构建了竞争壁垒。强势品牌的构建关键在于有效的品牌营销。因此,品牌营销在一定程度上决定了企业的兴衰成败。自中国加入世贸组织之后,国际大牌纷纷涌入中国,它们凭借自身强劲的品牌优势开展品牌营销,以此建立用户基础、抢占市场份额、获得高额利润。中国品牌面对如此猛烈的品牌冲击,若不能采取行之有效的策略来增强品牌竞争力,必然会被国外品牌所取代。因此,一个优越的品牌营销经验对提升中国品牌来说十分必要。苹果公司作为一家全球顶尖的高科技公司,从个人电脑单一产品线发展成集手机、平板、手表等多元化电子产品组合,创立了享誉世界的著名品牌,这些都与苹果有效的品牌营销策略紧密相关。目前,苹果在中国有较高知名度和乐观的市场份额,在中国采取的品牌营销策略也十分鲜明,因此分析苹果在华的品牌营销策略,对中国企业有着重要的借鉴意义。本文共分为五个部分。第一部分是绪论,简要分析了苹果在华品牌营销策略的背景和意义、国内外相关文献的研究、研究思路以及文章的创新点和不足之处。第二部分,梳理了品牌、品牌营销的概念和意义,重点阐述了品牌营销的相关理论,为下文的品牌营销策略做理论基础。第三部分,简单介绍了苹果公司,阐述了苹果品牌在中国拓展的几个重要阶段,以及苹果品牌在中国的发展现状。第四部分,是本文最为核心的部分,主要分析了苹果公司在华市场所实施的一系列品牌策略,包括品牌个性、定位、传播、本土化、管理等五大品牌策略。第五部分,是本文结尾章节,主要研究了中国品牌营销现状以及中国企业在品牌营销时存在的问题,最后针对发现的问题探讨了苹果在华品牌营销策略对中国企业品牌营销的启迪。
[Abstract]:Economic globalization puts the enterprises of all countries on the same platform, which leads to the increasingly fierce competition in the international market. With the increasing homogeneity of products, the competition among enterprises has changed from "product competition" to "brand competition". As the invisible assets of the enterprise, brand has the ability to obtain the premium of the excess profit and the core competence of the enterprise in the international market, which constructs the competition barrier for the enterprise. The key to building a strong brand lies in effective brand marketing. Therefore, brand marketing to a certain extent determines the success or failure of the enterprise. Since China's entry into the WTO, international brands have poured into China, they rely on their strong brand advantages to carry out brand marketing, so as to establish a user base, seize market share, and obtain high profits. Faced with such a fierce brand impact, Chinese brands will inevitably be replaced by foreign brands if they fail to adopt effective strategies to enhance their brand competitiveness. Therefore, a superior brand marketing experience to promote the Chinese brand is very necessary. As one of the world's top high-tech companies, Apple has grown from a single product line of personal computers to a diverse portfolio of electronic products such as mobile phones, tablets, watches and so on, creating a world-renowned brand. These are closely related to Apple's effective brand marketing strategy. At present, Apple has a high popularity and optimistic market share in China, and the brand marketing strategy adopted in China is also very bright. Therefore, the analysis of Apple's brand marketing strategy in China is of great significance to Chinese enterprises. This paper is divided into five parts. The first part is the introduction, which briefly analyzes the background and significance of Apple's brand marketing strategy in China, the research of relevant literature at home and abroad, the research ideas, and the innovation and shortcomings of the article. The second part, combs the brand, the brand marketing concept and the significance, has elaborated the brand marketing correlation theory emphatically, has made the theoretical foundation for the following brand marketing strategy. In the third part, the author briefly introduces Apple Corporation, expounds several important stages of the development of Apple brand in China, and the current situation of the development of Apple brand in China. The fourth part is the core part of this paper, mainly analyzes a series of brand strategies implemented by Apple in China market, including brand personality, positioning, communication, localization, management and other five brand strategies. The fifth part, which is the end of this paper, mainly studies the current situation of Chinese brand marketing and the existing problems of Chinese enterprises in brand marketing. Finally, the paper discusses the enlightenment of Apple's brand marketing strategy in China to the brand marketing of Chinese enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

【参考文献】