摘要随着现代科技的进步及人们物质生活水平的提高，手机已经成为大众最喜爱的电子消费类产品。中国经过近几年的高速发展，已经成为全球第一大手机市场。国内手机市场虽然发展迅速，但由于起步较晚，在面对国际手机品牌的激烈竞争下，在市场中一直处于弱势地位。而苹果手机作为近几年崛起的又一企业，其成功不仅在于他拥有简单靓丽的外表、功能强大的配置,还在于其行之有效的营销渠道和营销策略。本文通过对苹果手机营销渠道和营销策略的深入分析,指出我国手机企业应在关注消费者、追求简约、个性与差异化、建立有效销售渠道和重视营销策略等方面借鉴苹果公司有价值的经验,以便提升国产品牌产品的竞争力。关键词:苹果手机；国产手机；营销策略；营销渠道abstractAlongwiththeprogressofmodernscienceandtechnologyandtheimprovementofpeople'slivingstandards,themobilephonehasbecomeapopularfavoriteelectronicproducts.Afterseveralyears’development,Chinahasbecometheworld'stopmobilephonemarket.Intherapiddevelopmentofthedomesticmobilephonemarket,themobilephonewhichisproducedbythedomesticenterpriseshasbeeninavulnerablepositionbecausethedomesticmobilephoneenterprisesstartedlaterthantheinternationalonesinthemarket.Thesuccessoftheiphoneisnotonlybecauseithassimpleandbeautifulappearance,powerfulconfigurations,butalsoliesinitseffectivemarketingchannelsandmarketingstrategies.Thisarticleanalyzedthemarketingchannelsandmarketingstrategyofiphone,andpointedoutthatChina'smobilephoneenterprisesshouldpayattentiontotheconsumer,thepursuitofsimple,personalitiesanddifferentiations,toestablishsomeeffectivesaleschannels,topayattentiontomarketingreferenceaccordingtoapple’svaluableexperiences,inordertoimprovethecompetitivenessofthedomesticbrandproducts.keywords:iPhone;Domesticmobilephone;Marketingstrategy;Marketingchannel目录前言..................................................................................................................................................1第1章苹果手机.............................................................................................................................21.1公司背景............................................................................................................................21.2苹果手机市场现状.............................................................................................................2第2章苹果手机产品营销渠道.....................................................................................................42.1渠道分类............................................................................................................................42.1.1独立分销商（ID）...............................................................................................42.1.2大规模零售商(DKR).............................................................................................42.1.3普通零售店(KR)...................................................................................................42.2渠道选择............................................................................................................................52.2.1分销商的选择.......................................................................................................52.2.2零售客户的选择...................................................................................................5第3章苹果手机产品营销策略...................................................................................................
