摘 要
苹果电子从上世界末至今引领了世界潮流，它不仅仅是一件产品，而是一种信仰。从IPOD到ITUNES再到IPAD和IPHONE，苹果的每一款产品都取得了巨大的成功，在中国也不例外，中国的“果粉”这一群体日益壮大，它不仅仅归因于苹果产品的优秀，而且苹果公司营销策略的创新也发挥着重要作用。因此，我们不仅仅要学习苹果的技术，也应该学习苹果的营销策略，把它运用到我们的国有品牌上可以拓宽我们民族产业的国际视野，同时也可以提高我们国有品牌的竞争力。本文通过对苹果公司营销策略对其的影响，饥饿营销、产品生命周期规则的运用的研究，找到中国企业应该向苹果公司所学习的内容，从而使我们中国的电子产品能够健康快速的发展，在保有一定国内份额的同时，冲击世界市场。
关键词：苹果、营销、饥饿营销、苹果商店
ABSTRACT
Apple electrons lead the world trend from the end of last century to today. It is not just a product, but a belief. From IPOD to ITUNES, IPAD and IPHONE, each product of Apple has achieved great success. There is no exception in China. “The fruit powder” group is growing in China. It is attributed to not only the excellence of Apple products, but also the innovation of Apple’s marketing strategy. Therefore, we should not only learn the technology of Apple product, but also learn the marketing strategy of the Apple company. Then we need to use it to the products of the state-owned companies to broaden the international perspective of the national industry. It can also improve the competitiveness of our state-owned brand. From the impact of its marketing strategy of Apple company, the study of the use of hungry marketing and product life circle theory, we find the content that Chinese companies need to study from the Apple company. Then the electronic products can develop healthily and rapidly. It can go into the world market on the basis of having a certain domestic share.
Key Words: Apple, marketing, hungry marketing, the Apple store
目 录
第二章 理论回顾与文献综述………………………………….. 3
第三章 苹果公司的创新型营销策略……………………………… 6
3.2特有的行销策略并对其带来的影响………………………… 6
3.3饥饿营销策略与苹果品牌的销售实战………………………. 8
3.4 饥饿营销策略应注意的问题…………………………….. 10
第四章 论述上市后苹果公司的品牌营销………………………… 12
第五章 论述苹果公司对产品生命周期理论的应用…………………. 13
5.1产品生命周期的定义………………………………….. 13
5.2苹果公司在产品营销如何运用生命周期理论与策略的创新应用….. 14
第六章 综述苹果公司在营销方面对中国的启发…………………… 16
