苹果手机在中国市场的营销策略研究及启示分析研究 国际经济与贸易专业VIP免费

摘要在电子市场竞争日趋激烈的今天，iphone公司的产品营销不断的取得一个又一个的胜利，这与它的营销策略是分不开的。本文就以iphone公司iphone手机的营销为例对iphone公司的营销策略进行分析与论述。文章首先对iphone公司进行了简单阐述，继而分析了iphone公司市场定位和市场现状现状，归纳总结了iphone公司市场营销特征。在第三章，主要以我国市场为主，分析了iphone市场营销环境，以及对其展开SWOT分析，在第四部分，根据前面的分析，总结iphone公司市场营销策略对我国国产品牌手机厂商的启示，以期促进国内手机厂商营销策略的改进和创新。【关键词】iphone手机；市场营销；营销策略AbstractToday,withtheincreasinglyfiercecompetitionintheelectronicmarket,iPhone'sproductmarketinghasbeenwinningoneafteranother,whichisinseparablefromitsmarketingstrategy.ThisarticletakesthemarketingofiPhoneiPhonemobilephoneasanexampletoanalyzeanddiscussthemarketingstrategyofiPhonecompany.ThispaperfirstgivesabriefaccountofiPhonecompany,thenanalyzesthemarketpositioningandmarketstatusquoofiPhonecompany,andsummarizesthemarketingcharacteristicsofiPhonecompany.Inthethirdchapter,mainlyonChina'smarket,analyzesthemarketingenvironmentofiPhone,andtheSWOTanalysis,inthefourthpart,accordingtothepreviousanalysis,summarizestheEnlightenmentofiPhone'smarketingstrategyonChina'sdomesticmobilephonebrandmanufacturers,inordertopromotetheimprovementandinnovationofdomesticmobilephonemanufacturersmarketingstrategy.Keywords：iPhonemobilephone;marketing;marketingstrategy目录一、引言..........................................................................................................................................1二、苹果公司与营销现状分析.......................................................................................................1（一）苹果公司概况..............................................................................................................1（二）苹果公司产品介绍.......................................................................................................2（三）苹果手机在中国的宏观环境分析...............................................................................2（四）苹果手机在中国市场的营销状况分析.......................................................................3（五）苹果手机的SWOT分析.................................................................................................6三、苹果手机在中国市场的营销策略分析...................................................................................9（一）市场细分和市场选择...................................................................................................9（二）4P策略分析................................................................................................................11（三）饥饿式营销................................................................................................................13（四）口碑式营销................................................................................................................14（五）体验式营销................................................................................................................14四、结论........................................................................................................................................15参考文献.......................................................................................................................................