市场营销策略(苹果公司).ppt

,Apple Company was estabished by Jobs,Steve Wozniak and Ron Wayn on April 4th,1976.Its coperate headquarters is in Cupertino,California ,America.The companys core business is to produce and sale science and technology products.The Apple company aims to provide the customers all around the world a perfect using experience of computers. The company is famous for its high-techand creation,its really a so -called forthgoer of fasion and technology ,its products are always different from others.,美国苹果公司由乔布斯、斯蒂夫沃兹尼亚克 和Ron Wayn在 1976年4月1日创立。公司总部位于美国加利福尼亚的库比提诺，核心业务是电子科技产品。公司致力于将最佳的计算机使用体验带给全世界的消费者。它在高科技企业中以创新而闻名。苹果 一向是时尚与 科技 的先行者，其旗下产品绝不会与他人雷同。,苹果在希腊神话中，是智慧的象征，当初亚当和夏娃就是吃了苹果才变得有思想，现在引申为科技的未知领域。苹果公司的标志是咬了一口的苹果，这个被咬了一口的苹果，不是完美的但却是智慧的，不是完美的但却是可以发展的，不是完美的但却是有自己特色的，不是完美的但却是可以向完美前进的，这个不完美却表明了苹果勇于向科学进军，探索未知领域的理想。正是这个不完美成就了苹果的完美，成就了苹果全球第一高新科技产业的地位，成为众多企业探索成功之路的榜样和目标。,LOGO,苹果的Apple II于1970年代助长了个人电脑革命，其後的Macintosh接力于1980年代持续发展。最知名的产品是其出品的Apple II、Macintosh电脑、iPod数位音乐播放器和iTunes音乐商店，,Apple II,Macintosh电脑,Products,Softwares：Mac OS X，Xserve，QuickTime，iLife，iWork,iTunes Hardwares：iMac，PowerMac，PowerBook，MacBook，MacBook Pro，iBook，Apple Cinema Display，Mac mini，AirPort,MacBook Air,Air Pro On-top/Entertainment prducts：iPad，iPod，iPod nano、iPod classic,iPod touch Mobilephones：iPhone,3毫米惊世纤薄!苹果MacBook Air,PConline产品库规格参数 品牌： 苹果 系列： 苹果MacBook Air系列 型号： 11英寸 MacBook Air 处理器： Intel Core2 Duo SU9400(1.4GHz) 内存容量： 2GB 硬盘容量： 64GB 屏幕尺寸： 11.6英寸 显卡芯片： nVidia Geforce GT 320M 无线通讯： 802.11n无线网卡,蓝牙2.1+EDR 内置摄像头： 内置摄像头,FaceTime USB： 2个,USB2.0 其它接口： DVI接口,VGA接口,RJ45,声音输入,声音输出孔,直流电源插孔,安全锁孔,DisplayPort 重量： 约1.06Kg 操作系统： MAC OS X,PEST分析,P：现在是经历过金融危机后的恢复时期，美国政府需要一些大型企业的发展来过渡这个阶段。希望通过企业的扩大规模来消化大量的失业者，降低失业率，保持国家的稳定，让经济又一个稳定的上升趋势。美国政府也通过自己的政治手段，来促进本国产品的出口 E：在金融危机的过渡期里，苹果公司可以通过自己在行业内的实力，兼并一些由于一些金融危机而被重创的公司，扩大自己的市场份额。在最近一段时间里面，美国的大幅度贬值，对美国的本土产品在海外市场有较高的市场竞争力。 S：现在的苹果公司已经不仅仅是代表了一个公司。更多的是代表了美国的生活文化。一种高科技，追求创新的生活理念。 T：苹果公司拥有自己先进的管理团队和优秀的技术团队。要求自己的技术团队要,SWOT分析,S:良好的企业形象；强大的技术支持；产品质量好；市场份额较一般企业高；强大的广告攻势。有完善的销售渠道。 W.同时开发多种产品，对于在金融危机过渡极端的企业自身的现金流量有较大的压力。管理团队和研发团队的压力大。 O.金融危机下，各大企业和品牌产品都遭到了重创。新产品的推出，新技术的运用可以激发消费者的消费欲望。 T.消费者的保守消费。因为产品线比较长，导致多行业竞争对手的打压。例如：手机品牌NOKIA，索尼电脑等。还有国家在的贸易壁垒。,Political Enviroment,Political system,Different country have different political system,therefore international marketers should have a full knowledge of the country before they want to marketing,or they will end up with failure.,Stable political power and stable policy,Stable political power plays a significance role in international marketing. If the country always change the power,marketers will hard to continue their marketings than before,Economic Environment,Under the economic integraton,China entered WTO which facilitates the internal free trade activities with the group and aranges a relaxed environment for all internal members.,As an American company, Apple will face the following opportunities and risks while entering into Chinese market. Opportunities: owning free trade environment ;getting a big distribution market.,Risks: State-owned corporations own the local government support and enjoy strong competitive power.It is difficult to compete with them. Under the free trade environment,many more other corporations manufacturing the same kind of product come into the common market.Fierce competition would take place.,Culture Environment,Culture environment,The main elements of culture: language, ethics, social norms, religion, societal regulation, nationalism, attitude, values, traditions, social organization and so on.,Culture environment,1. Language Language is central element in culture and communicate. English & Chinese,Culture environment,2. Ethics,Culture environment,3. attitude & values 3毫米,Culture environment,全球最小第3代苹果夹子MP3,Culture environment,Apple 最小5代MP3,Modes Market Entry,Three processes:,1.Export Modes (Direct exporting) 2009.10.30 Apple company cooperated with China unicom to enter Chinese market. China unicom promised that they would spend a large amount of money to advertising for Apple.,2008.7.19,The first Apple Store in China was open in Sanlitun Village in Beijing,2.Intermediate Entry Modes (licensing and franching) Apple made a contract with Fushikang Corporation to help him to produce the Apples products.,3.Export Modes (Indirect exporting) 2010.7.10 The se