苹果手机的营销策略分析

武汉理工大学毕业论文苹果手机的营销策略分析摘 要 随着我国经济的快速进展，人民的生活水平已得到极大地改善和提高。智能手机时代已经进行了洗牌，高端市场仍由苹果与三星占据，国内手机厂商注重性价比的中低端市场，也试图进入高端市场。因此这就要求企业必须根据自身特点重新认识自己的比较优势,以此推出质量更好的产品及指定更合适的营销战略。本文通过对以苹果 iPhone 手机为代表的苹果 iOS 移动终端产品的分析，包括其公司进展历程，其营销战略，以及竞争对手和市场行情等现状的分析,来了解苹果如何在短短的几年时间内做到行业领导者的地位的动因。并且也通过讨论苹果公司的产品营销策略和模式,而让更多的国内相关企业借鉴苹果公司的成功之处，营销与管理手段,旨在提高国内相关企业的核心竞争力.关键词：苹果手机；SWOT 分析;4P'S 营销策略；STP 营销战略Abstract With the rapid development of China's economy ， people's living standards have been greatly improved and enhanced. Smart phone era has been shuffled ， the high—end market, Apple and Samsung still occupied the domestic mobile phone manufacturers focus on cost-effective low-end market ， but also tried to enter the high-end market 。 Therefore, which requires companies to rediscover their comparative advantage based on its own characteristics， in order to deliver better quality products and specified more appropriate marketing strategy. Based on the iPhone as the representative of the Apple iOS mobile terminal analysis of the product， including the company's development process， its marketing strategies, as well as competitors and the market status quo analysis ， to understand how Apple did in just a few years time the industry leader motivation。 And also by studying Apple’s marketing strategy and model， and let more domestic enterprises to learn from Apple’s success, marketing and management tools designed to enhance the core competitiveness of domestic enterprises。Key Words：iPhon...