摘要苹果公司和乔布斯是高科技企业中的一个传奇。在如今互联网技术和信息技术的不断发展，IT行业中每天都会涌现出一批新企业，新技术得到了也不断的发展，而在信息化的大浪潮下，很多IT企业在竞争的赛跑中逐渐落后。只有苹果公司，在相当长的一段时间内仍然保持着极高的品牌知名度和全世界庞大的用户数量。世界范围内的果粉是苹果最忠诚的用户，很多用户在体验了苹果的产品之后，就会配套的购买很多其他的相应设备产品，甚至是只选择用苹果公司的产品，而拒绝其他的产品。纵观我国的IT企业，华为、小米、魅族、联想等逐渐的在市场上成长起来，对苹果也发起了多次的阻击，但是仍然抵不过其苹果强大的品牌生命力。究其背后的原因，离不开成功的品牌定位和品牌营销。有鉴于此，本文针对苹果公司的品牌定位展开研究，分析其在营销中的效用，从中总结出一些有帮助的经验，以期能够为国内的高科技企业提供一定的借鉴。关键词：苹果；品牌定位；品牌营销；策略ABSTRACTAppleCorpandJobsisalegendinhightechenterprises.InnowthecontinuousdevelopmentofInternettechnologyandinformationtechnology，itindustryineverydaytheemergenceofanumberofnewbusinesses，newtechnologyhasbeencontinuouslydevelopment，andinthetideofinformatization，enterpriseofalotofitintheracegraduallyfellbehind.OnlyAppleCorp，inquitealongperiodoftimestillmaintainahighnumberofbrandandtheworldahugeuser.WorldwidepowderisApple'smostloyalusers.ManyusersafterexperienceofAppleproducts，willbesupportingthepurchasemanyothercorrespondingequipmentproducts，evenistheonlychoicewithAppleproducts，butrefusedtootherproducts.ThroughoutChina'sITenterprises，Huawei，millet，Meizu，Lenovoandothergraduallyinthemarketgrowup，Applelaunchedmultipleblocking，butstillarrivedbuttheApple'spowerfulvitalityofthebrand.AppleCorpinthefrequentreplacementorhaven'tbeenusersforget，butmarketshareisgrowing.Thereasonbehind，cannotdowithoutthesuccessofthebrandpositioningandbrandmarketing.Inviewofthis，thispaperforApple'sbrandpositioninglaunchestheresearch，analysisofitseffectivenessinmarketing，fromwhichsummedupsomehelpfulexperience，inordertoprovideareferenceforthedomestichigh-techenterprises.Keywords:Apple;brandpositioning;brandmarketing;strategy目录摘要........................................................................................................................................IABSTRACT........................................................................................................................II前言.....................................................................................................................................1一、品牌理论概述...............................................................................................................2（一）品牌阶段......................................................2（二）品牌战略......................................................2（三）品牌资产......................................................2（四）品牌管理......................................................3（五）品牌关系......................................................3（六）品牌传播......................................................3（七）品牌定位......................................................4二、苹果公司品牌发展.......................................................................................................5（一）苹果公司发展背景介绍..........................................5（二）苹果公司品牌服务..............................................5（三）苹果公司品牌标识.....
