蘋果公司中國市場營銷戰(zhàn)略分析

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1、蘋果公司中國市場營銷戰(zhàn)略分析——以產(chǎn)品iPhone為例[論文摘要]現(xiàn)今，全球智能手機行業(yè)正上演新一輪格局調(diào)整，或?qū)⒁蛑袊鴱S商參與使得未來競爭愈加激烈，蘋果公司以恰當(dāng)?shù)臓I銷策略在中國手機市場獲取成功的同時亦面臨挑戰(zhàn)。本文研究基于市場細(xì)分、選擇與定位理論(STP)，市場營銷組合理論等，首先運用PEST模型深入細(xì)致地分析蘋果手機在中國市場面臨的宏觀環(huán)境與競爭環(huán)境。進(jìn)而運用SWOT分析法，比較分析蘋果手機中國市場銷售的競爭優(yōu)劣勢，結(jié)合目標(biāo)市場定位分析，詳盡分析蘋果手機采用的營銷組合策略，指出其成功的營銷策略與實施過程中顯露的問題，并且在執(zhí)行與完善上提出自己的建議。最終整理為對國內(nèi)企業(yè)的可借鑒經(jīng)

2、驗，指出國內(nèi)手機廠商應(yīng)貫徹用戶至上的理念，提升本品牌核心價值，把創(chuàng)新發(fā)展為企業(yè)文化，制定恰當(dāng)?shù)臓I銷戰(zhàn)略。以期提高國內(nèi)同類企業(yè)的核心競爭力，使其在國際市場上占據(jù)一席之地。[關(guān)鍵詞]營銷戰(zhàn)略；營銷組合策略；蘋果手機；SWOT分析法；PEST模型[Abstract]Nowadays,?theglobal?intelligent?mobilephone?industry?isbeingstaged?anewroundofstructureadjustment,?becomingmorecompetitiveinthefuturebecauseoftheparticipationofChines

3、emanufacturers.AppleCorpinthepropermarketingstrategy?tosucceedin?China?mobilephone?market,whilealso?faceschallenges.Thispaperresearchisbasedonthe?marketsegmentation,?selectionandproductpositioningtheory,marketingmixtheory,?firstusingthePEST?model?onApplemobilephone?market?macroenvironment?in?Chi

4、na?in-depthanddetailedanalysis?andcompetitive?environment.Thenbyusingthe?SWOTanalysismethod,?comparativeanalysisof?Apple?mobilephonesalesinChinese?market?competition?advantagesanddisadvantages,?combinedwithanalysisofthetargetmarketpositioning,?adetailedanalysisof?themarketingcombinationstrategyo

5、fApple?mobilephone?use,?pointoutitsexisting?successful?marketingstrategyandtheproblemsintheimplementationprocess,and?putforwardmyownsuggestions?on?andperfect?execution.?Thefinal?finishing?fordomesticenterprises?canlearnfromexperience,pointedoutthatthedomestic?mobilephonemanufacturers?shouldcarry

6、outthe?userorientedconcept,?enhancetheirbrandcore?value,?the?innovationanddevelopmentofenterpriseculture,?toformulateappropriate?marketingstrategy.?Inorderto?enhancethecorecompetitivenessofdomesticsimilarenterprises?occupies?aspaceforoneperson?intheinternationalmarket.[Keywords]Marketingstrategy

7、;?Marketingmixstrategy;iPhone;SWOTanalysis;PESTmodel目錄1．緒論·······························································11.1研究背景與意義·················································11.2研究方法與分析框架······························