理工大学毕业论文苹果手机的营销策略分析
摘要
随着我国经济的快速发展，人民的生活水平已得到极改善和提高。智能手机时代已经进行了洗牌，高端市场仍由苹果与三星占据，国手机厂商注重性价比的中低端市场，也试图进入高端市场。因此这就要求企业必须根据自身特点重新认识自己的比较优势，以此推出质量更好的产品及指定更合适的营销战略。
本文通过对以苹果iPhone手机为代表的苹果iOS移动终端产品的分析，包括其公司发展历程，其营销战略，以及竞争对手和市场行情等现状的分析，来了解苹果如何在短短的几年时间做到行业领导者的地位的动因。并且也通过研究苹果公司的产品营销策略和模式，而让更多的国相关企业借鉴苹果公司的成功之处，营销与管理手段，旨在提高国相关企业的核心竞争力。
关键词：苹果手机；SWOT分析；4P’S营销策略；STP营销战略
Abstract
With the rapid development of China's economy, people's living standards have been greatly improved and enhanced. Smart phone era has been shuffled, the high-end market, Apple and Samsung still occupied the domestic mobile phone manufacturers focus on cost-effective low-end market, but also tried to enter the high-end market.Therefore, which requires companies to rediscover their comparative advantage based on its own characteristics, in order to deliver better quality products and specified more appropriate marketing strategy.
Based on the iPhone as the representative of the Apple iOS mobile terminal analysis of the product, including the company's development process, its marketing strategies, as well as competitors and the market status quo analysis, to understand how Apple did in just a few years time the industry leader motivation. And also by studying Apple's marketing strategy and model, and let more domestic enterprises to learn from Apple's success, marketing and management tools designed to enhance the core competitiveness of domestic enterprises.
Key Words：iPhone；SWOT analysis；4P’S marketing strategy；STP Marketing Strategy
目录
第1章绪论------------------------------------------------------------------1
1.1 研究目的及意义------------------------------------------------------1
1.2研究的容-----------------------------------------------------------1
1.3当前的研究现状-------------------------------------------------------1
第二章苹果公司概况及智能手机市场现状
-----------------------------------------------------------2
2.1 苹果公司发展历程----------------------------------------------------2
2.2 相关背景：iPhone产品介绍--------------------------------------------3
2.3苹果公司在中国市场发展现状-------------------------------------------4
2.4 苹果的主要竞争对手及分析--------------------------------------------5
2.4.1三星集团简介--------------------------------------------------6
2.4.2华为技术简介------------------------------------------6
第三章苹果的SWOT分析法及其总结--------------------------------------------7
3.1苹果的竞争优势分析-------------------------------------------7
3.2苹果的竞争劣势分析--------------------------------------------7
3.3苹果的竞争机会分析--------------------------------------------8
3.4苹果的竞争威胁分析--------------------------------------------8
第四章苹果的营销策略分析-----------------------------------------------9
4.1 iPhone的差异化策略---------------------------------------------------9
4.2iPhone 上市前的创新饥饿式营销策略-------------------------------10
4.3iPhone 上市后的品牌营销和体验营销相结合的策略-------------------11
4.4iPhone 营销中产品生命周期理论与策略的创新应用-------------------11 第五章苹果手机市场产品定位及营销渠道分析----------------------------------12
5.1 iPhone的目标市场选择和产品定位-------------------------------------12
5.2 iPhone的定价策略----------------------------------------------------13
