苹果iPhone市场营销策略的研究

发布时间：2018-04-21 12:02

本文选题：苹果 + Iphone　；参考：《华东理工大学》2014年硕士论文

【摘要】：近几年,随着互联网应用的发展,手机产业的发展也非常迅速,新的营销模式和新的技术产品层出不穷,一个营销模式的创新带来的效果,有时不亚于企业在技术、产品或管理制度等方面的创新。美国苹果公司推出新产品并在产业链上构造的“”商业模式创新,获得了巨大的竞争力,推动着整个产业模式的进行变革,苹果公司的成功案例非常值得中国消费电子企业学习研究。文章以美国苹果公司的商业模式为研究对象,以营销模式理论为依据,首先对苹果公司的战略环境进行SWOT分析,并对苹果手机的营销环境进行详细分析,得出营销模式创新是苹果公司的必然选择。深入剖析苹果公司独特的营销方式,即：品牌营销、产品创新、渠道营销、饥饿营销、口碑营销、体验营销等策略,总结美国苹果公司的营销策略,寻找苹果公司的成功对我国电子消费企业以及电信运营商借鉴意义。
[Abstract]:In recent years, with the development of Internet applications, the mobile phone industry has also developed very rapidly. New marketing models and new technological products are emerging in endlessly. The effects of a marketing model innovation are sometimes no less than those of enterprises in technology. Innovation in product or management system. The "innovation" of the business model created by Apple Inc., which introduced new products and constructed on the industrial chain, has gained tremendous competitiveness and promoted the transformation of the entire industrial model. Apple's success story is well worth learning from Chinese consumer electronics companies. Based on the theory of marketing model, this paper analyzes the strategic environment of Apple by SWOT, and analyzes the marketing environment of Apple mobile phone in detail, taking the business model of Apple Corporation as the research object and the theory of marketing mode as the basis. The conclusion is that the innovation of marketing mode is the inevitable choice of Apple. This paper deeply analyzes the unique marketing methods of Apple, that is, brand marketing, product innovation, channel marketing, hunger marketing, word-of-mouth marketing, experience marketing and so on. Looking for the success of Apple is of great significance to China's electronic consumer enterprises and telecom operators.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.63;F274

【参考文献】