苹果公司市场战略英文论文

1 An Analysis of Apple s Marketing Strategy 1 Introduction 1 1 The introduction of Apple Apple is a personal computer company founded in 1976 by Steven Jobs and Steve Wozniak Throughout the history of personal computing Apple has been one of the most innovative influences In fact some analysts say that the entire evolution of the PC can be viewed as an effort to catch up with the Apple Macintosh In addition to inventing new technologies Apple also has often been the first to bring sophisticated technologies to the personal computer Apple s innovations include Graphical user interface GUI First introduced in 1983 on its Lisa computer Many components of the Macintosh GUI have become de facto standards and can be found in other operating systems such as Microsoft Windows Color The Apple II introduced in 1977 was the first personal computer to offer color monitors Built in networking In 1985 Apple released a new version of the Macintosh with built in support for networking LocalTalk Plug based on mobile Internet operators in the 3G era of China Unicom put forward their own marketing strategy Network first Mature quality of the WCDMA network of China Unicom is the basis and guarantee of effective development of all business in September 2009 China Unicom has launched the international roaming of WCDMA network in215 countries and regions covering up to 335 of domestic 3G network Terminal next The multimedia intelligent of mobile phone applications is beneficial to protect the 3G network application and profitability Rule maker Telecom operators have the right to control the mobile internet passageway It s the important marker in the mode of operation of the wireless terminal The application is king The app store of China Union is under construction network operators can also provide the content which is the core competition of the mobile Internet Based on the application from huge customer base is also the key of competition At the same time it s a new profit growth point in the data service Online charging system This application will be more and more in the mobile internet era and the concept of mobile wallet has been accepted by more and more customers 3 4 2The win win wireless internet marketing strategy with Unicom The operator s network and terminal manufacturers products is the basic for customers enjoy the good service and experience The good cooperation between them can enhance the consumer experience to meet the user needs to improve customer satisfaction and loyalty Apple s products are favorable to meet the strategy requirements of China Unicom in the mobile Internet also the competitor of other operator terminal products The brand appeal of Apple gives good catalysis for China Union to gain greater scope of terminal customers In addition Apple not only a mobile terminal hardware manufacturers but also a wireless network provider Over the years Apple formed a good strategic partnership with China Union In this market environment give Apple products actively bundling policy support also the need of their own development There are mainly two kinds of operators bundling policy one is a depth of customization the other is the common customization 3 4 3The steps of customs made and bundled operation 1 Companies carrier communication about customization 6 months before listed to determine whether participate in depth of customization 1 month before listed 2 If participate in the depth of customization need to determine the quarterly sales forecasts On one hand is to determine the customized version and ordinary version of the sale account It s good for factory to prepare materials and produce the product flexible On the other hand it s good for sales and market department do the different sales plan and market supporting plan 3 Operators and China Unicom will determine a good binding policy 1 month before listed 7 and decide released the cooperation bundled individually or jointly 4 Make operator channel marketing support program and channel planning1 month before listed If entering the hall how many POSM counters and hardware support does it need If it needs promotion personnel or incentive measures of operator etc 4 The revelation to our IT industry 4 1 Think highly of our consumers Through the analysis of the case of the Apple the domestic enterprises should pay attention to the feelings of consumers if this generation of products is a problem consumers are repeatedly mentioned in the next generation of products will be repaired and reinforced swelling For example iPhone4 mobile phone released in 2010 due to the design problems of antenna produce a signal problem after the reaction of consumers the next generation iPhone4s has already been repaired This is the domestic enterprises need to learn especially through consumer feedback make the products more consumer satisfaction it can seize the consumer psychology to win the favor of consumers 4 2 Pay attention to the individuation and differentiation Many domestic companies are not pay attention to the individuation and differentiation of the products which leads many products on the market are more or less the same lose their own characteristics For now the era of the pursuit of personality products no characteristic can not interest consumers therefore the domestic enterprises in produce products need to pay more attention to the individuation and differentiation The mobile phone of Nokia in China because of the kind of products is too much differentiation is too small so gradually is not liked by consumers sales continue reducing it s the enterprise do not pay attention to the individuation and differentiation that cause the results The glorious past without insisting on sustainable development or will be eliminated by the society 4 3 Magnify the advantage In fact the domestic enterprises have their own advantages domestic enterprises need to know how to play their own advantage Due to domestic enterprises can easily through the familiar way to communicate with other suppliers and purchasing so you can get a lower cost it is a big advantage compared with foreign enterprises a lower cost means more profit space and development depth Combined with domestic enterprises to know more about Chinese consumption habits and have the propaganda ways close to customers to obtain the recognition of consumers 4 4 The choice of marketing strategy Due to domestic enterprises and distributors know more about each other on the one hand can obtain more flexible way to management on the other hand can through the distributors to open markets Can use point to instead of the surface to develop the product sales area while avoiding some Logistics problems because of different regions Because of the foreign companies do not familiar with the domestic market so choosing channels may have some errors or big distributors to control small distributors Although channels is very important the force few points is the focus of domestic enterprises need to learn 5 Conclusion 8 Through the