苹果手机在中国市场的营销策略分析研究 工商管理专业VIP免费

摘要在我国手机销售市场中，苹果手机以其卓越的性能始终保持着带头地位，获得了非常多用户群体。相比于我国手机市场的渐渐下滑，苹果手机市场反而飞速上升，在中国手机市场中占据30%还多。这一结果表明，苹果手机不但在质量方面和技术方面有着明显的长处，而且对中国使用的营销策略更是胜过其他手机。本文通过对中国市场中苹果手机营销策略的深入探究，从促销策略、渠道策略、产品策略以及价格策略方面开始，剖析了中国市场中苹果手机营销策略获得成功的因素，同时给出了自己的建议，希望国内手机厂商在营销策略方面能够给予持续创新和不断改进。对于手机卖家而言，在竞争愈加恶劣的市场中，如何能扩大企业影响力成为手机零售企业营销者们急需解决的问题。希望通过本论文的研究能给这类企业关于如何开展营销方案带去思路。关键词苹果手机，营销，服务AbstractInChina'smobilephonesalesmarket,Apple'smobilephonewithitsexcellentperformancehasalwaysmaintainedaleadingposition,accesstoalargenumberofusergroups.ComparedtothegradualdeclineinChina'smobilephonemarket,Apple'smobilephonemarket,butrapidriseinChina'smobilephonemarketaccountedformorethan30%.TheresultsshowthatApple'smobilephonenotonlyintermsofqualityandtechnologyhasobviousadvantages,butalsotoChina'smarketingstrategyisbetterthanothermobilephones.Inthispaper,throughthein-depthstudyofApple'smobilephonemarketingstrategyinChina,thispaperanalyzesthesuccessfulfactorsofApple'smobilemarketingstrategyfromtheaspectsofpromotionstrategy,channelstrategy,productstrategyandpricestrategy,andgivestheirownsuggestions.,Ihopethedomesticmobilephonemanufacturersinthemarketingstrategytobeabletogivecontinuousinnovationandcontinuousimprovement.Formobilephonesellers,intheincreasinglyharshmarketcompetition,howtoexpandtheinfluenceofmobilephoneretailerstobecomeanurgentneedtosolvebusinessproblems.Itishopedthattheresearchofthispaperwillgivesomeideasonhowtocarryoutthemarketingplan.KeywordsApplemobilephone,marketing,service目录摘要...............................................................IABSTRACT..........................................................II1前言............................................................11.1选题背景和意义..............................................11.2研究内容....................................................11.3研究思路与方法..............................................22营销理论概述.....................................................33我国手机市场发展现状及问题.......................................43.1发展现状....................................................43.2存在的问题..................................................54苹果手机的市场现状分析..........................................104.1发展现状与历史.............................................104.2存在的优势与劣势...........................................105苹果手机的市场营销战略销售策略分析..............................175.1STP分析...................................................175.2营销组合策略分析...........................................186为国内手机市场带来的启示........................................206.1突出产品差异化，提高服务质量...............................206.2低价策略基础上，提高定价灵活度.............................206.3设立物流配送中心，促进网络销售.............................216.4借助新媒体，开展“微营销”.................................217结论...........................................................237.1研究总结...................................................237.2研究不足与展望........