苹果公司和乔布斯是高科技企业中的一个传奇。在如今互联网技术和信息技术的不断发展，IT行业中每天都会涌现出一批新企业，新技术得到了也不断的发展，而在信息化的大浪潮下，很多IT企业在竞争的赛跑中逐渐落后。只有苹果公司，在相当长的一段时间内仍然保持着极高的品牌知名度和全世界庞大的用户数量。世界范围内的果粉是苹果最忠诚的用户，很多用户在体验了苹果的产品之后，就会配套的购买很多其他的相应设备产品，甚至是只选择用苹果公司的产品，而拒绝其他的产品。纵观我国的IT企业，华为、小米、魅族、联想等逐渐的在市场上成长起来，对苹果也发起了多次的阻击，但是仍然抵不过其苹果强大的品牌生命力。究其背后的原因，离不开成功的品牌定位和品牌营销。有鉴于此，本文针对苹果公司的品牌定位展开研究，分析其在营销中的效用，从中总结出一些有帮助的经验，以期能够为国内的高科技企业提供一定的借鉴。
关键词：苹果；品牌定位；品牌营销；策略
Apple Corp and Jobs is a legend in high tech enterprises. In now the continuous development of Internet technology and information technology， it industry in every day the emergence of a number of new businesses， new technology has been continuously development， and in the tide of informatization， enterprise of a lot of it in the race gradually fell behind. Only Apple Corp， in quite a long period of time still maintain a high number of brand and the world a huge user. Worldwide powder is Apple’s most loyal users. Many users after experience of Apple products， will be supporting the purchase many other corresponding equipment products， even is the only choice with Apple products， but refused to other products. Throughout China’s IT enterprises， Huawei， millet， Meizu， Lenovo and other gradually in the market grow up， Apple launched multiple blocking， but still arrived but the Apple’s powerful vitality of the brand. Apple Corp in the frequent replacement or haven’t been users forget， but market share is growing. The reason behind， cannot do without the success of the brand positioning and brand marketing. In view of this， this paper for Apple’s brand positioning launches the research， analysis of its effectiveness in marketing， from which summed up some helpful experience， in order to provide a reference for the domestic high-tech enterprises.
Keywords:Apple; brand positioning; brand marketing; strategy
目 录
摘要…………………………………………………………………………………………………………………….. I
ABSTRACT……………………………………………………………………………………………………….. II
前 言…………………………………………………………………………………………………………………… 1
一、品牌理论概述……………………………………………………………………………………………….. 2
二、苹果公司品牌发展………………………………………………………………………………………… 5
（一）苹果公司发展背景介绍………………………………….. 5
三、苹果公司品牌传播………………………………………………………………………………………… 7
四、苹果公司品牌营销策略…………………………………………………………………………………. 8
五、苹果公司品牌定位下的启示………………………………………………………………………….. 9
（一）品牌要基于优秀的产品………………………………….. 9
（三）宗教化的品牌特征…………………………………….. 10
六、结论……………………………………………………………………………………………………………. 10
参考文献……………………………………………………………………………………………………………. 12
