苹果公司营销策略创新及在中国的应用研究英文VIP免费

TheinnovationofmarketingstrategyoftheApplecompanyandthestudyofitsusinginChinaABSTRACTAppleelectronsleadtheworldtrendfromtheendoflastcenturytotoday.Itisnotjustaproduct,butabelief.FromIPODtoITUNES,IPADandIPHONE,eachproductofApplehasachievedgreatsuccess.ThereisnoexceptioninChina."Thefruitpowder”groupisgrowinginChina.ItisattributedtonotonlytheexcellenceofAppleproducts,butalsotheinnovationofApple'smarketingstrategy.Therefore,weshouldnotonlylearnthetechnologyofAppleproduct,butalsolearnthemarketingstrategyoftheApplecompany.Thenweneedtouseittotheproductsofthestate-ownedcompaniestobroadentheinternationalperspectiveofthenationalindustry.Itcanalsoimprovethecompetitivenessofourstate-ownedbrand.FromtheimpactofitsmarketingstrategyofApplecompany,thestudyoftheuseofhungrymarketingandproductlifecircletheory,wefindthecontentthatChinesecompaniesneedtostudyfromtheApplecompany.Thentheelectronicproductscandevelophealthilyandrapidly.Itcangointotheworldmarketonthebasisofhavingacertaindomesticshare.KeyWords:Apple,marketing,hungrymarketing,theApplestore1.WhethertheexcellentperformanceofApplecompanyhassomethingtodowithitsmarketingstrategy1.1BriefintroductionoftheAppleCompanyApplecompanyisfoundedonApril1,1976.Currently,it’stheworld'slargestmobilephonemanufacturer,alsothelargestpersonalcomputermanufacturer.TherepresentativesoftheApplecompany’sproductsaretheAPPLEII,theMacintoshcomputer,ipodmusicplayer,itunsshops,imac,iphoneseriesphonesandpersonalcomputersofipadseries.BytheendofFebruarythisyear,Apple'smarketvaluerosewiththeimpactofthedividendpayoutprospect.Itbrokethrough500billiondollars.1.2ThecurrentstatusofAppleCompanyAccordingtothetransactionpricesonthemorningofFebruary29,2012ofthetimeoftheUnitedStates,wecancalculatethatthemarketpriceoftheApplecompanyoftheUnitedStates,whichisfamousforsellingcomputer,iphone,ipadandallisworthformorethan500billiondollars.Fromtheaspectofthemarketcapitalization,theApplecompanyisthehighestintheworld.ThesecondoneistheExxonMobilOil.ThemarketcapitalizationoftheAppleCompanytotallyis506milliondollars.Inaddition,themarketvalueoftheApplecompanyisinexcessofthegrossdomesticproduction(GDP)ofPoland,SaudiArabiaandsomeothercountries.Thestocktradingpriceofthecompanyinthemorningof29,February2012rose1.3percent,whichisabout7dollars.Thepriceofpershareis542.41dollars.1.3ThemainmarketingstrategyoftheApplecompanyanditsimpactontheApplecompany1.3.1Propagandabeforetheselling—toenhancethepersonalityoftheproductsGenerallyspeaking,peoplewillbemoreurgenttoknowthetruthiftheunknownthingsareabouttocome."Curiositykillsthecat"isthedescriptionofthenatureofsuchaperson.However,iftheenterprisecantakeadvantageofthecuriousmentalityofpeople,itcandopublicityverywellevenifwithalowcost.SuchasthesingerFeiWang,thepopularmusicqueenhasasurprisingnumberoffanswithhighloyalty.Shwillnotgotocurryfavorwiththefans.Sheisaprideandindependentperson.Andsheoftensaysomethingthatmakespeopleconfused.Thesearehercharacteristics,whichattractmanyloyalfans’respectandworship.1.3.2Hungrymarketingmethod--tokeepthecontrolrightoftheproductTheproductsoftheApplecompanyaresopopular.Oneoftheimportantreasonsisitscontroltothemarketsupply.Itmakesthemarketinasituationofhunger.Ononehand,thisisconducivetomaintainthestabilityofthepricesoftheirproducts.Ontheotherhand,thisisconducivetokeepitscontrolabilitytotheupgradeoftheproducts.Thesaleofiphoneiso...