苹果公司场战略AnAnalysisofApplex27sMarketingStrategy

1、An Analysis of Apple's Marketing Strategy1. Introduction1.1 The introduction of AppleApple is a pers onal computer compa ny foun ded in 1976 by Steve n Jobs and Steve Wozni ak. Throughout the history of pers onal comput ing, Apple has bee n one of the most inno vative in flue nces. In fact, some

2、 an alysts say that the en tire evoluti on of the PC can be viewed as an effort to catch up with the Apple Macin tosh. In additi on to inven ti ng new tech no logies, Apple also has ofte n bee n the first to bring sophisticated tech no logies to the pers onal computer. Apple's innovations includ

3、e: Graphical user interface (GUI). First introduced in 1983 on its Lisa computer. Many comp onents of the Mac in tosh GUI have become de facto sta ndards and can be found in other operati ng systems, such as Microsoft Win dows. Color. The Apple II, introduced in 1977, was the first personal computer

4、 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 & play expansion. In 1987, the Mac II introduced a new expa nsion bus called NuBus that made it possible to add devices and con figure them

5、 en tirely with software. Quick Time. In 1991, Apple in troduced QuickTime, a multi-platform standard for video, sound, and other multimedia applications. Integrated television. In 1993, Apple released the Macintosh TV, the first personal computer with built-in television and stereo CD. RISC. In 199

6、4, Apple introduced the Power Mac, based on the PowerPC RISC microprocessor.1.2 The introduction of Apple ' s productThe Apple iPhone provides its user with the ultimate mobile device which include high quality features and stunning desig n con cept. The iPh one is a mobile pho ne, a highly usea

7、ble widescree n iPod with touch scree n con trols and a Internet com muni cati ons device, all rolled into one portable device making it an outstanding smart phone. The casing is small and lightweight which measures 115mm x 61mm x 11.6mm and weighs 135 grams. The cas ing comes is a selecti on of pop

8、ular colors which in clude a sleek black gloss look finish and a sophisticated glossy white color.The phone comes with a huge multi touch color screen which acts as a brilliant display as well as the users input method which allows the user to control all the phones functions using the multi touch s

9、creen. The screen measures 3.5 Inches and provides a screen resolution of 320 x 480 pixels on a brilliantly colored screen. The Apple iPhone has changed the way user will use their mobile phone device and the iPhone provides the user with state of the art technology which is extremely user friendly.

10、The iPhone comes with a new Mac OS X based user interface which is based on the large multi touch color display. The iPhone is available in 8 Gbyte memory version. The smart phone comes with a fitted battery which provides the user with up to 16 hours worth of music playback and approximately 5 hour

11、s of talk time which includes call time, video time and Internet browsing time.The Apple iPhone comes with a picture address book which allows the user to see a picture of their contact as well as the contacts name. The address book is easy to access from the phones main menu and the user can make a

12、 call by simply touching the contacts details on the multi touch screen. The user can select to mute, use the keypad, switch to speaker phone, add a call, hold a call, accesscontacts details or end the call all from the call menu. The phone will automatically create a favorites call list which is ma

13、de up of all the most frequently made calls. The user can easily create a conference call my merging their calls together.The user will enjoy and quick and easy input method when typing messages as the iPhone will display a touch QWERTY keyboard on the 3.5 Inch screen which is a predictive keyboard

14、and automatically corrects typing errors. The touch keyboard provides a user friendly input method and the Apple iPhone displays the typing above the keyboard which provides a real feel typing experience for the user. The user can create text messages, multimedia messages and emails using the touch

15、keyboard. The email service works just like the users PC, Mac or laptop email client but the iPhone email service is a mobile email service which is easy and quick to use. The email client supports POP3 and IMAP based email service which include Microsoft Exchange, AOL Mail, Apple Mac Mail, Google E

16、mail and ISP email services. The user can enjoy a real email experience on the Apple iPhone which can include graphics, images and photo attachments. The visual voicemail feature works like an email service which allows the user to select and listen to their voicemail messages in any order they desi

17、re, just like email service. The user can select the voice mail which is of most important and use the touch screen call back control to call their contact back from the voicemail screen.The built in music player comes with touch screen music controls which allow the user to play, pause, rewind and

18、fast forward their choice of music. The user can view their album covers on the screen and the iPhone comes with a touch screen search facility which allows the user to search by song, album, artist or play list. The multi touch screen controls and easy to create music play lists make the music play

19、er fun and simple to use.The beautiful Apple iPhone comes with a built in camera and video feature which allows the user to capture still photographic images and moving video footage easily with their portable device. The smartphone comes with a selection of camera and video settings which will ensu

20、re the user gets the perfect effect and finish to every photograph or video captured. The advanced photo management application provides the user with everything they need to gain the perfect finish to each and every photo. The user can record and play video footage in all popular video formats. The

21、 Apple iPhone comes with easy to use touch screen video controls which include play, pause, chapter fast forward, chapter rewind and volume controls which are all displayed on the intelligent multi touch screen. The smartphone allows the user to watch their favorite TV shows and movies which makes t

22、he iPhone the perfect companion when the user has some leisure time.The user can enjoy a real mobile Internet experience on their phone which allows the user to view all Internet sites the way they were designed to be viewed. The user can accessthe Safari Internet browser which comes with a zoom fac

23、ility which is activated by the user simply tapping the multi touch screen. The Safari Internet browser comes with a built in Google and Yahoo, Internet search functions. The user can search the Internet on their mobile phone where ever they are, but using either Edge or WiFi. The user can connect t

24、o compatible devices using Bluetooth? wireless technology, WiFi and USB connectivity. The Apple iPhone smartphone comes with built in technology which provides the user with a fast and efficient portable device. The phone comes with Edge technology which provides the user with fast data transfers wh

25、ich are up to three times faster than GPRS. The smartphone works over a GSM quad band network which allows the user to use their Apple iPhoneWorldwide. The iPhone will automatically synchronize all the users contacts from their PC, laptop, Mac or Internet service. The user can view their iPhone in e

26、ither portrait or landscape mode and the intelligent built in technology will automatically change the viewing screen to suit the users requirements. The user can see the whole width of an Internet site or a photo in true landscape setting by simply turning the iPhone to landscape mode. The iPhone a

27、utomatically knows when the user lifts the phone to their ear to use and will switch off the display to save the battery and prevent any touch controls being selected in error. The Apple iPhones comes with a Google map application which allows the user to view maps and satellite images on their phon

28、e. The maps application can provide the user with directions, and traffic information when the user is on the move. The widgets application provides the user with helpful real time information on stock reports and provides Worldwide weather reports.2. The current develop situation of Apple2.1 The co

29、mpetitive advantage of iphoneFirst is innovation. Apple store successfully deal the use of related products, bug collection, ideas and opinions. For example, Apple user can log in apple store directly to see how to use iMovie, to see the tips other people use, and download the related products. Undo

30、ubtedly, this perfect replaced phone calls and complaints, let users really feel the joy of Apple family. At the same time, apple's software engineers are busy with the development of new software, new plug-in, allows users to download and use. Apple store will also release some interesting news

31、, whether original or collected, can quickly share to the user. Apple's customer loyalty increase rapidly, and such design is not popular in the domestic market.Second is customer loyalty. Any design of Apple are carefully considered, even the packing can let a person feel content. From the neat

32、ly wrapped power cord to the smooth lining design, each step to open the packaging is enjoyable. Apple is very consistent in each customer contact. From new product launch to apple's web site, and the product itself. This brand gives person the sense with neat and organized. In the high-tech ind

33、ustry, it is a pleasure feeling.Third is the differentiation. Even if the company use of traditional channels and media promotion, it will also be in unexpected places with a special way. Former apple senior marketing personnel Steve Chazin said, Apple iPhone attached little white earphonesare using

34、 white is not accidental. Chazin wrote in his e-book Marketing Apple, The white iPhone earphones was not designed by the engineer, this is pure apple's marketing tactics. Because when people listening to the music through iphone, the only visible part is the white earphones,which makes the white

35、 headphoneshas become a symbol of a trendy fashion. Apple is not simple to packaging products very beautiful or giving it a perfect logo. It is unique in its unexpected places, in unusual ways to distinguish from the others, and will not affect the customer experience to enjoy.2.2The problem in deve

36、lopment process(1) Less product varietyCompared with Several traditional mobile phone manufacturers such as Nokia, Motorola, Sony Ericsson etc. Numerous years only launch few mobile phone. Apple s'quantity and the market share is always lower than rising star Google which only produce software a

37、nd systems.(2) Maintenance is expensiveBecause Apple uses relatively new design, make the products more artistic sense, but the trouble is that relative to other products, Apple's products are more easily damaged, including mobile phone, computerand other electronic products. and because of the

38、material and the cost of maintenance, repair Appleproducts also means high cost, this is that many consumers complain about. Many users reflect, although Apple authorized service point more formal, price transparency, security maintenancequality, but the price is too high, the customer is difficult

39、to accept. Consumers said the apple authorized pits, as long as it is beyond the scope of the warranty parts, basic price it is hundreds of yuan, such as screen 1000 yuan, batteries 580, home button, 800-1000 yuan. If the touch screen is broken, the average price of maintenance is more than one thou

40、sand, is equivalent to a third the price of the machine. Apple authorized service providers explain, because apple products button is with the motherboard together, change the keyboard need to change the mainboard, so the price is more expensive.(3) Marketing channel is not clearBecause of dependenc

41、e of operators, phone market is divided into operators to customize the way and open pipelines. Among them, operators to customize is more popular in foreign cou ntries. On the contrary, in China, the main sales channel is the open pipelines and operators o nly represent a small fraction. According

42、to the communication data, in 2008, the sales of cus tomized cell phones by China Mobile only represents 17% in the total sales, but, with the ev olution of market and the improvement of 3G, I believe that the proportion will be bigger and bigger. Apple mobile products have two independent distribut

43、ors in China, they are China u nicom and China mobile. Also is their product assigns the business agent in China. The prod ucts of two parts will be exclusive, if they give a product to the China unicom, the product ca nnot be given to the China mobile any more and vice versa. Now the two companies

44、separate ly represents a number of cell phones of Apple. The sales of network coverage throughout all the retail stores in townships,cities and country.The two company are also the national agenc y of Nokia, Samsung, LG, HTC etc. The distribution capability is always in front rank, the t wo company

45、have their own characteristics, they are running neck and neck.Certainly,iPho ne products to market involved choosing one agency from these two agencies. About 83 mas sive retailer have direct delivery agreement with Apple, and according the agreement, they h ave right to direct delivery, so they en

46、joy the price advantage and marketing support. Mean while, Apple demands for its quality constantly overweight. The customer is not exclusive to each other, basically cannot be talked about the channel selection issue. There are about 385 0 main standard retail stores that Apple company representati

47、ve can visit everyday. Accordin g different product to the market, the Apple company need to choose a proper retail channel.3. The marketing strategy of Apple3.1The advantage of hunger marketingHunger marketing "refers to the commodity provider intends to cut production, to achieve control of s

48、upply and demand, Create the illusion of demand exceeds supply , maintain high sale price and profit margins. Hunger marketing is by adjusting the quantity of supply and demand at both ends to influence the terminal price, to achieve the objective of add price. Apple's product marketing is not s

49、imply a hunger marketing,But the hunger marketing segmentation. First they just tell the market, after a very long time almost no news. When the market is desperate to get information through a variety of ways, they give a brief description of the product. Until the product is officially listed, you

50、 will see the advertisement through a variety of ways. This extreme contrast will let consumers have great interest and buying impulse on Apple products suddenly. When iPhone display can also hide icon on the phone's screen, not only created the mystique, but also unceasingly raised speculation

51、what new feature hide behind it. It successfully solved the problem of the less products of Apple, although it less products, it's still one of the most popular consumption target of consumer.3.2The Strictly control of the after sale departmentThe service is very reliable in Apple counter . but

52、many buyers in order to buy apple products more cheaper. Ignoring the warranty, or choose the smuggled goods or purchased from non official channels. When the product broken, they must face the expensive maintenance cost. In order to reduce the impression of Apple's expensive maintenance cost in

53、 the customers mind. We need to do these two point:1、 Advises consumers to buy products from the formal channels，improve the quality of after-sales service， if appear the natural problem during the guarantee period we will change another new one.2、 Manage the after sale service, and resolutely forbi

54、dden use something old to the new one, and do not accept the smuggled goods, repair and renovation one, provide the regular customers more service, reduce the cost of repair. Changing the expensive maintenance cost problem of smart phone fundamentally.3.3 The right marketing channelThere are two typ

55、es of customers in the retail customer choice, DKR and KR. Because of DKR belongs to the direct supply system, and with its perfect management. Apple has a special customer group tracking, the ability of digest is strong, accounted for about 30%of Open market sales, Is the main channel of iPhone pro

56、ducts list. Although KR customers accounted for 70% of open market channels, the number and type of customer is big, the distribution of sales is uneven. For high-end mobile phone emphasis in social networks we should have to choice and abandon. The selection of channel will decide by the sales depa

57、rtment 3 days before the products listed.Two weeks before listed ,after finish feedback the general manager will along other sales planning transfer to channe、l retail、market、finance department to prepare perform. At the same time the market department to do the ads sectio、nPOSM and gifts distributi

58、on. 3.4The strategy of operator3.4.1The mobile internet strategy with UnicomAnalysis of the mechanism Morgan Stanley believes that mobile Internet operators of broadband network have the most developmentpotential in the few days; based on mobile Internet operators in the 3G era of China Unicom put f

59、orward their own marketing strategy: Network firstMature 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 nextThe multimedia intelligent of mobile phone applications is beneficial to protect the 3G network application and profitabilityRule makerTelecom operators have the right to control the mobile internet passageway. It's the importa