苹果公司中国市场营销战略分析.doc

苹果公司中国市场营销战略分析——以产品iPhone为例
[论文摘要] 现今,全球智能手机行业正上演新一轮格局调整,或将因中国厂商参与使得未来竞争愈加激烈,苹果公司以恰当的营销策略在中国手机市场获取成功的同时亦面临挑战。本文研究基于市场细分、选择与定位理论(STP),市场营销组合理论等,首先运用PEST模型深入细致地分析苹果手机在中国市场面临的宏观环境与竞争环境。进而运用SWOT分析法,比较分析苹果手机中国市场销售的竞争优劣势,结合目标市场定位分析,详尽分析苹果手机采用的营销组合策略,指出其成功的营销策略与实施过程中显露的问题,并且在执行与完善上提出自己的建议。最终整理为对国内企业的可借鉴经验,指出国内手机厂商应贯彻用户至上的理念,提升本品牌核心价值,把创新发展为企业文化,制定恰当的营销战略。以期提高国内同类企业的核心竞争力,使其在国际市场上占据一席之地。
[关键词] 营销战略;营销组合策略;苹果手机;SWOT分析法;PEST模型
[Abstract] Nowadays, the global intelligent mobile phone industry is being staged a new round of structure adjustment, ing petitive in the future because of the participation of Chinese manufacturers. Apple Corp in the proper marketing strategy to eed in China mobile phone market, while also faces challenges. This paper research is based on the market segmentation, selection and product positioning theory, marketing mix theory, first using the PEST model on Apple mobile phone market macro environment in China in-depth and detailed analysis petitive environment. Then by using the SWOT analysis method, comparative analysis of Apple mobile phone sales in Chinese petition advantages and disadvantages, combined with analysis of the target market positioning, a detailed analysis of the bination strategy of Apple mobile phone use, point out its existing essful marketing strategy and the problems in the implementation process, and put forward my own suggestions on and perfect execution. The final finishing for domestic enterprises can learn from experience, pointed out that the domestic mobile phone manufacturers should carry out the user oriented concept, enhance their brand core value, the innovation and development of enterprise culture, to formulate appropriate marketing strategy. In order to enhance the petitiveness of domestic similar enterprises occupies a space for one person in the international market.
[Key words] Marketing strategy; Marketing mix strategy; iPhone; SWOT analysis; PEST model
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