Apple公司的营销策略分析(英文版)

1、company,Briefintroduction,Apple(AppleInc.)isahigh-techcompanyintheUnitedStates,in2007changeditsname-Apple(AppleComputer,Inc.).itscorebusinessiselectronictechnologyproducts,basedincupertino,California.itfoundedonApril1,1976byStevejobs,StevewozniakandRonWayn,itisfamousforitsinnovationinhigh-techenterp

2、rises,leadingproductsareAppleII,Macintoshcomputers,theMacbookcomputer,iPodmusicplayer,iTunesstore,iPhone,iMacmachineandtabletcomputer,etc.,Importantpeople：Stevejobs（CEO）TimothyD.Cook（COO）PeterOppenheimer（CFO）PhilipW.Schiller（SVPMarketing）JonathanIve（VPIndustrialDesign）,Internationalizedprocess,In199

3、5,theworldsthird-largestPCmanufacturer,ranksinthetheworldsonehundredlargestinformationtechnologycompanyranking11th,theworldlargestsoftwarevendors5025th.In94,95intheglobalmulti-mediamarketshareremainednumber.InApril2012,theapplewiththemarketcapitalisationofmorethan$520billionheldthefirstplaceOnAugust

4、21,2012,applemarketvaluebecometheworldsfirstlistedcompanyInJuly2012,thecompanyranked55thintherankingsoftheworldstop500companiesOnAugust21,2012,closingprice,applemarketvalueof$623.5billion,listedcompaniesintheUnitedStatesuptothehighestlevel.,Products,Products,Products,Products,Themostpopularcellphone

5、oftheworld,iPhone,iPhoneisthesmartphoneseriesofapplecompany,itisequippedwithApplesiOSmobileoperatingsystem.ApplessmartphoneiPhone,istheworldslargestsmartphonesales.Itssopopularallovertheworld.,iPad,iPad:anAppleproductin2010TabletPC,positionedbetweenApplessmartphoneiPhoneandlaptopproducts,thespeciesh

6、asonlyfourbuttons,layout,liketheiPhone,forbrowsingtheInternet,sendandreceivee-mail,electronicwatchbooks,playaudioorvideo,playgamesandotherfunctions,Itssoeasytocarry,andwhenyouwatchingandpalyinggames,itwillgiveyouagoodfeeling,Analysis,strength,threats,weakness,opportunity,1,2,3,4,strength:,AppleCorpn

7、owisnotjustaturnoverof$7900000000(7.9billion)superlistingCorporation,alsohasauniquebrandlogo,itisastrongcompetitiveadvantage,whetherthequalityofproductlaunchedisgoodorbad,itcangainmoreprofitunderstrongbrandtrustandpopularity,becausethelogowhichisgnawingawayhalfoftheapplehasbeenrecognizedbyconsumers,

8、Appleselectronicproductshavebeenknownashigh-grade,highquality,buyacomputer,buyaplayer,yourbestchoice-apple,peopleoftenhavethiscommonsenseofidentity,amagicweaponofAppleCorp,isalsoanimportantmeantowininthebusinesscompetition.,Applecarryoutawayofverticalmerger,theupstreamanddownstreamcomplementarytoloc

9、ktheusers-notcompatiblewithotherequipmentwillmaketheconsumerunhappy.,Amongtheproductsofapple,avarietyoffunctionsandsoftwareareinterrelated,includingthesystem,isequippedwiththeAppleproductsonly,resultinginhighprice,sothatthenonAppleproductuserscannotbegreater,sothatApplehascertaininhibitionintheexpan

10、sionofthemarketbenefitalsomakesallkindsofapplicationsandsoftwarecannotgetpromotion,tomakethingsworse,somanycompetitors,inthefiercecompetitioninthecomputermarket.Itnotonlyhastofaceitsbattleenemies-Microsoft,intheoperatingsystem,musicplayersanddigitalentertainmentcenter,alsomeetmorenewcompetition.,wea

11、kness:,InMarch11,2011,astrongearthquakeeruptedinJapan,makeSONY-oneofthebiggestcompetitorofAppleCorpproductionhalts,butalsoonthatdayinMarch11th,theAppleCorplaunchedthelong-awaitedipad2tabletcomputer,whenSONYisbusyagainstthetsunami,theAppleCorplistedipad2inUSA,inafewdaysinside,ipad2wasmadbuying,theApp

12、leCorphadtolimitthepurchaseofipad2,theAppleCorphasachievedagreatsuccessinthetabletcomputer,thereisnodoubtthattheApplebecometheleaderinthetabletcomputer,thisisanopportunityforAppletodefeatSONYutterly.,opportunity:,oneofthethreatsthatAppleCorpfacedistheSlateofHewlett-PackardCo.Hewlett-PackardCosSlatei

13、sjustlikeasleepingdevil.SlaterunstheWindows7operatingsystem,configuretheUSBport,whichcomparedwiththeiPad,hasmoreapplicationsandmoreperipheralconnection.AppleCorparealsofacingcompetitionfromGoogleCorporationsChromeOSoperatingsystem,Androidisbecomingmoreandmoresuccessful,KinintelligentmobilephoneofMic

14、rosoftCorp,WindowsPhone7andHP,Dellbegantoproducenewcomputer.TheChromeOSoperatingsystemofGoogleCorporationmaybethemostimportantsoftware.TheseareathreattoApple.,threats:,NewMedia,Optimizetheuseofthewebsiterankingserice,Useinternationalcommercialnetworktopromotproduct,Howtohelpsalesthroughonlinemarketi

15、ng,makepotentialcustomerseasilysearchforourwebsite,Optimizetheuseofthewebsiterankingserice,First,apurchaserankedservices.launchamajorsearchenginerankingservicessuchasBaiduhavePPC(payperclick)services,billingforclicks,higherpayment,morehighranking.Inthiswaytheeffectisobvious,thehighestprice.choosetec

16、hniquestooptimizethecompanyorindividual,orhireaprofessionalwebsitebyprofessionalwebsiteoptimizationtoimprovewebsitesearchrankings.,Useinternationalcommercialnetworktopromotproduct,Second,useinternationalcommercialnetworksystemstopromoteproductwhilepromotingtheircorporatewebsite.Therearewell-knownbus

17、inesswebsiteAlibaba(),HC,etc.,theindustryalsohasacorrespondingbusinesswebsiteforrelevantcompaniestochoosefrom.,Howtohelpsalesthroughonlinemarketing,Newmediaforbusiness,whetheritisblogmarketing,socialnetworkingsites,socialpromotion,etc.,thebiggestproblemtobesolvedishowtohelpsalesthroughonlinemarketing.Oneimportantmanifestationofnewmediamarketingonlineadvertisingishot,especiallyintheholidayseason.Internetadvertisingandtraditionalmediapeoplebeforecontactisnotcompletelydifferent.Advertiseonsear