苹果公司企业品牌构建的研究
苹果公司在营销创新方面依据全球市场的特点分别制定营销方案，并随着市场的变换而调整策略，时效性和目的性强。品牌的构建是一个复杂的过程,因为它只有被社会公众所认可和接受,并长期关注,才能算是成功。全球最大广告传播集团之一的英国 WPP 集团 5 月 9日发布全球最具价值品牌百强排行榜 ，美国苹果公司首次超过谷歌公司荣膺全球最具价值品牌，说明苹果公司在企业品牌构建上自有其营销创新之道。品牌忠诚度成为苹果成功的关键，消费者往往会因此对苹果产品出现的问题予以宽容，这主要得益于史蒂夫·乔布斯(SteveJobs)所建立的用户情感联系和精明的品牌理念营销。本文将从苹果公司营销创新与品牌构建方面，分析苹果公司的制胜之道，从而为正在成长中的跨国企业提供借鉴，使其在国际市场更具竞争力。
Abstract
Apple marketing innovation in the global market characteristic according to formulate marketing plan, and as the market transformation and adjustment strategy, timeliness and strong purpose. Brand construction is a complex process, because it is only by the social public recognition and acceptance, and long-term attention, to be a success. The world’s largest advertising group of British WPP group in May 9th launched the world’s most valuable brands ranking, the United States Apple over the first Google won the world’s most valuable brand, that apple on the enterprise brand construction has its own marketing innovation way. Brand loyalty has become the key to the success of apple, consumers often will therefore for Apple products problems to be tolerant, mainly thanks to Steve Jobs ( SteveJobs ) established by the users emotional connection and smart brand concept marketing. This article from the Apple marketing innovation and brand building, analysis of Apple’s success, which is growing in the multinational enterprise is offerred draw lessons from, make it more competitive in the international market.
Key words: marketing innovation; marketing innovation; international market
目录
摘要……………………………………………………… 1
关键词……………………………………………………. 1
第1章 绪论……………………………………………….. 3
第2章 企业品牌构建………………………………………… 3
2.1学术研究领域关于品牌的代表性定义………………………. 3
2.1.1识别标记……………………………………….. 3
2.1.2无形资产……………………………………….. 3
2.1.3消费体验……………………………………….. 3
2.1.4附加价值……………………………………….. 3
2.2管理咨询领域关于品牌构建……………………………… 4
2.2.1构建清晰的品牌标识………………………………. 4
2.2.2创造独特的品牌内涵………………………………. 4
2.2.3引导正面的品牌反应………………………………. 4
2.2.4建立消费者与品牌共鸣关系…………………………. 4
2.3品牌构建要素分析…………………………………….. 4
2.3.1基于现有品牌定义、品牌管理工具的品牌要素分析……….. 4
2.3.2品牌的无形区分要素………………………………. 5
2.4品牌要素的进一步分析…………………………………. 6
2.4.1品牌存在的基础：产品…………………………….. 6
2.4.2品牌的可持续发展：创新…………………………… 6
第3章 苹果公司营销里的企业品牌构建………………………….. 6
3.1用户忠诚度………………………………………….. 7
3.2如何建立品牌忠诚度…………………………………… 7
3.3与核心业务关联………………………………………. 7
总结……………………………………………………… 8
致谢……………………………………………………… 8
参考文献………………………………………………….. 9
