2022年苹果公司市场战略英文论文

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1、1 An Analysis of Apples Marketing Strategy 1.Introduction 1.1 The introduction of AppleApple is a personal computer company founded in 1976 by Steven Jobs and Steve Wozniak.Throughout the history of personal computing,Apple has been one of the most innovative influences.In fact,some analysts say tha

2、t the entire evolution of the PC can be viewed as an effort to catch up with the Apple Macintosh.In addition to inventing new technologies,Apple also has often been the first to bring sophisticated technologies to the personal computer.Apples innovations include:Graphical user interface(GUI).First i

3、ntroduced in 1983 on its Lisa computer.Many components of the Macintosh GUI have become de facto standards and can be found in other operating systems,such as Microsoft Windows.Color.The Apple II,introduced in 1977,was the first personal computer to offer color monitors.Built-in networking.In 1985,A

4、pple released a new version of the Macintosh with built-in support for networking(LocalTalk).Plug&play expansion.In 1987,the Mac II introduced a new expansion bus called NuBus that made it possible to add devices and configure them entirely with software.Quick Time.In 1991,Apple introduced QuickTime

5、,a multi-platform standard for video,sound,and other multimedia applications.Integrated television.In 1993,Apple released the Macintosh TV,the first personal computer with built-in television and stereo CD.RISC.In 1994,Apple introduced the Power Mac,based on the PowerPC RISC microprocessor.The intro

6、duction of Apples productThe Apple iPhone provides its user with the ultimate mobile device which include high quality features and stunning design concept.The iPhone is a mobile phone,a highly useable widescreen iPod with touch screen controls and a Internet communications device,all rolled into on

7、e portable device making it an outstanding smart phone.The casing is small and lightweight which measures 115mm x 61mm x 11.6mm and weighs 135 grams.The casing comes is a selection of popular colors which include a sleek black gloss look finish and a sophisticated glossy white color.The phone comes

8、with a huge multi touch color screen which acts as a brilliant display as well as the users input method which allows the user to control all the phones functions using the multi touch screen.The screen measures 3.5 Inches and provides a screen resolution of 320 x 480 pixels on a brilliantly colored

9、 screen.The Apple iPhone has changed the way user will use their mobile phone device and the iPhone provides the user with state of the art technology which is extremely user friendly.The iPhone comes with a new Mac OS X based user interface which is based on the large multi touch color display.The

10、iPhone is available in 8 Gbyte memory version.The smart phone comes with a fitted battery which provides the user with up to 16 hours worth of music playback and approximately 5 hours of talk time which includes call time,video time and Internet browsing time.The Apple iPhone comes with a picture ad

11、dress book which allows the user to see a picture of their contact as well as the contacts name.The address book is easy to access from the phones main menu and the user can make a call by simply touching the contacts details on 精选学习资料 -名师归纳总结-第 1 页，共 8 页2 the multi touch screen.The user can select

12、to mute,use the keypad,switch to speaker phone,add a call,hold a call,access contacts details or end the call all from the call menu.The phone will automatically create a favorites call list which is made up of all the most frequently made calls.The user can easily create a conference call my mergin

13、g their calls together.The user will enjoy and quick and easy input method when typing messages as the iPhone will display a touch QWERTY keyboard on the 3.5 Inch screen which is a predictive keyboard and automatically corrects typing errors.The touch keyboard provides a user friendly input method a

14、nd the Apple iPhone displays the typing above the keyboard which provides a real feel typing experience for the user.The user can create text messages,multimedia messages and emails using the touch keyboard.The email service works just like the users PC,Mac or laptop email client but the iPhone emai

15、l service is a mobile email service which is easy and quick to use.The email client supports POP3 and IMAP based email service which include Microsoft Exchange,AOL Mail,Apple Mac Mail,Google Email and ISP email services.The user can enjoy a real email experience on the Apple iPhone which can include

16、 graphics,images and photo attachments.The visual voicemail feature works like an email service which allows the user to select and listen to their voicemail messages in any order they desire,just like email service.The user can select the voice mail which is of most important and use the touch scre

17、en call back control to call their contact back from the voicemail screen.The built in music player comes with touch screen music controls which allow the user to play,pause,rewind and fast forward their choice of music.The user can view their album covers on the screen and the iPhone comes with a t

18、ouch screen search facility which allows the user to search by song,album,artist or play list.The multi touch screen controls and easy to create music play lists make the music player fun and simple to use.The beautiful Apple iPhone comes with a built in camera and video feature which allows the use

19、r to capture still photographic images and moving video footage easily with their portable device.The smartphone comes with a selection of camera and video settings which will ensure the user gets the perfect effect and finish to every photograph or video captured.The advanced photo management appli

20、cation provides the user with everything they need to gain the perfect finish to each and every photo.The user can record and play video footage in all popular video formats.The Apple iPhone comes with easy to use touch screen video controls which include play,pause,chapter fast forward,chapter rewi

21、nd and volume controls which are all displayed on the intelligent multi touch screen.The smartphone allows the user to watch their favorite TV shows and movies which makes the iPhone the perfect companion when the user has some leisure time.The user can enjoy a real mobile Internet experience on the

22、ir phone which allows the user to view all Internet sites the way they were designed to be viewed.The user can access the Safari Internet browser which comes with a zoom facility which is activated by the user simply tapping the multi touch screen.The Safari Internet browser comes with a built in Go

23、ogle and Yahoo,Internet search functions.The user can search the Internet on their mobile phone where ever they are,but using either Edge or WiFi.The user can connect to compatible devices using Bluetooth?wireless technology,WiFi and USB connectivity.The Apple iPhone smartphone comes with built in t

24、echnology which provides the user with a fast 精选学习资料 -名师归纳总结-第 2 页，共 8 页3 and efficient portable device.The phone comes with Edge technology which provides the user with fast data transfers which are up to three times faster than GPRS.The smartphone works over a GSM quad band network which allows th

25、e user to use their Apple iPhone Worldwide.The iPhone will automatically synchronize all the users contacts from their PC,laptop,Mac or Internet service.The user can view their iPhone in either portrait or landscape mode and the intelligent built in technology will automatically change the viewing s

26、creen to suit the users requirements.The user can see the whole width of an Internet site or a photo in true landscape setting by simply turning the iPhone to landscape mode.The iPhone automatically knows when the user lifts the phone to their ear to use and will switch off the display to save the b

27、attery and prevent any touch controls being selected in error.The Apple iPhones comes with a Google map application which allows the user to view maps and satellite images on their phone.The maps application can provide the user with directions,and traffic information when the user is on the move.Th

28、e widgets application provides the user with helpful real time information on stock reports and provides Worldwide weather reports.2.The current develop situation of Apple The competitive advantage of iphoneFirst is innovation.Apple store successfully deal the use of related products,bug collection,

29、ideas and opinions.For example,Apple user can log in apple store directly to see how to use iMovie,to see the tips other people use,and download the related products.Undoubtedly,this perfect replaced phone calls and complaints,let users really feel the joy of Apple family.At the same time,apples sof

30、tware engineers are busy with the development of new software,new plug-in,allows users to download and use.Apple store will also release some interesting news,whether original or collected,can quickly share to the user.Apples customer loyalty increase rapidly,and such design is not popular in the do

31、mestic market.Second is customer loyalty.Any design of Apple are carefully considered,even the packing can let a person feel content.From the neatly wrapped power cord to the smooth lining design,each step to open the packaging is enjoyable.Apple is very consistent in each customer contact.From new

32、product launch to apples web site,and the product itself.This brand gives person the sense with neat and organized.In the high-tech industry,it is a pleasure feeling.Third is the differentiation.Even if the company use of traditional channels and media promotion,it will also be in unexpected places

33、with a special way.Former apple senior marketing personnel Steve Chazin said,Apple iPhone attached little white earphones are using white is not accidental.Chazin wrote in his e-book Marketing Apple,The white iPhone earphones was not designed by the engineer,this is pure apples marketing tactics.Bec

34、ause when people listening to the music through iphone,the only visible part is the white earphones,which makes the white headphones has become a symbol of a trendy fashion.Apple is not simple to packaging products very beautiful or giving it a perfect logo.It is unique in its unexpected places,in u

35、nusual ways to distinguish from the others,and will not affect the customer experience to enjoy.2.2The problem in development process 精选学习资料 -名师归纳总结-第 3 页，共 8 页4(1)Less product variety Compared with Several traditional mobile phone manufacturers such as Nokia,Motorola,Sony Ericsson etc.Numerous year

36、s only launch few mobile phone.A pple s quantity and the market share is always lower than rising star Google which only produce software and systems.(2)Maintenance is expensive Because Apple uses relatively new design,make the products more artistic sense,but the trouble is that relative to other p

37、roducts,Apples products are more easily damaged,including mobile phone,computer and other electronic products.and because of the material and the cost of maintenance,repair Apple products also means high cost,this is that many consumers complain about.Many users reflect,although Apple authorized ser

38、vice point more formal,price transparency,security maintenance quality,but the price is too high,the customer is difficult to accept.Consumers said the apple authorized pits,as long as it is beyond the scope of the warranty parts,basic price it is hundreds of yuan,such as screen 1000 yuan,batteries

39、580,home button,800-1000 yuan.If the touch screen is broken,the average price of maintenance is more than one thousand,is equivalent to a third the price of the machine.Apple authorized service providers explain,because apple products button is with the motherboard together,change the keyboard need

40、to change the mainboard,so the price is more expensive.(3)Marketing channel is not clear Because of dependence of operators,phone market is divided into operators to customize the way and open pipelines.Among them,operators to customize is more popular in foreign countries.On the contrary,in China,t

41、he main sales channel is the open pipelines and operators only represent a small fraction.According to the communication data,in 2008,the sales of customized cell phones by China Mobile only represents 17%in the total sales,but,with the evolution of market and the improvement of 3G,I believe that th

42、e proportion will be bigger and bigger.Apple mobile products have two independent distributors in China,they are China unicom and China mobile.Also is their product assigns the business agent in China.The products of two parts will be exclusive,if they give a product to the China unicom,the product

43、cannot be given to the China mobile any more and vice versa.Now the two companies separately represents a number of cell phones of Apple.The sales of network coverage throughout all the retail stores in townships,cities and two company are also the national agency of Nokia,Samsung,LG,HTC etc.The dis

44、tribution capability is always in front rank,the two company have their own characteristics,they are running neck and neck.Certainly,iPhone products to market involved choosing one agency from these two agencies.About 83 massive retailer have direct delivery agreement with Apple,and according the ag

45、reement,they have right to direct delivery,so they enjoy the price advantage and marketing support.Meanwhile,Apple demands for its quality constantly overweight.The customer is not exclusive to each other,basically cannot be talked about the channel selection issue.There are about 3850 main standard

46、 retail stores that Apple company representative can visit everyday.According different product to the market,the Apple company need to choose a proper retail channel.3.The marketing strategy of Apple The advantage of hunger marketing 精选学习资料 -名师归纳总结-第 4 页，共 8 页5 Hunger marketing refers to the commod

47、ity provider intends to cut production,to achieve control of supply and demand,Create the illusion of demand exceeds supply,maintain high sale price and profit margins.Hunger marketing is by adjusting the quantity of supply and demand at both ends to influence the terminal price,to achieve the objec

48、tive of add price.Apples product marketing is not simply a hunger marketing,But the hunger marketing segmentation.First they just tell the market,after a very long time almost no news.When the market is desperate to get information through a variety of ways,they give a brief description of the produ

49、ct.Until the product is officially listed,you will see the advertisement through a variety of ways.This extreme contrast will let consumers have great interest and buying impulse on Apple products suddenly.When iPhone display can also hide icon on the phones screen,not only created the mystique,but

50、also unceasingly raised speculation what new feature hide behind it.It successfully solved the problem of the less products of Apple,although it less products,it s still one of the most popular consumption target of consumer.The Strictly control of the after sale department The service is very relia

51、ble in Apple counter.but many buyers in order to buy apple products more cheaper.Ignoring the warranty,or choose the smuggled goods or purchased from non official channels.When the product broken,they must face the expensive maintenance cost.In order to reduce the impression of Apple s expensive mai

52、ntenance cost in the customers mind.We need to do these two point:1、Advises consumers to buy products from the formal channels，improve the quality of after-sales service，if appear the natural problem during the guarantee period we will change another new one.2、Manage the after sale service,and resol

53、utely forbidden use something old to the new one,and do not accept the smuggled goods,repair and renovation one,provide the regular customers more service,reduce the cost of repair.Changing the expensive maintenance cost problem of smart phone fundamentally.3.3 The right marketing channel There are

54、two types of customers in the retail customer choice,DKR and KR.Because of DKR belongs to the direct supply system,and with its perfect management.Apple has a special customer group tracking,the ability of digest is strong,accounted for about 30%of Open market sales,Is the main channel of iPhone pro

55、ducts list.Although KR customers accounted for 70%of open market channels,the number and type of customer is big,the distribution of sales is uneven.For high-end mobile phone emphasis in social networks we should have to choice and abandon.The selection of channel will decide by the sales department

56、 3 days before the products listed.Two weeks before listed,after finish feedback the general manager will along other sales planning transfer to channel、retail、market、finance department to prepare perform.At the same time the market department to do the ads section、POSM and gifts distribution.3.4The

57、 strategy of operator 3.4.1The mobile internet strategy with Unicom Analysis of the mechanism Morgan Stanley believes that mobile Internet operators of 精选学习资料 -名师归纳总结-第 5 页，共 8 页6 broadband network have the most development potential in the few days;based on mobile Internet operators in the 3G era o

58、f China Unicom put forward their own marketing strategy:Network first Mature quality of the WCDMA network of China Unicom is the basis and guarantee of effective development of all business,in September 2009,China Unicom has launched the international roaming of WCDMA network in215 countries and reg

59、ions,covering up to 335 of domestic 3G network.Terminal next The multimedia intelligent of mobile phone applications is beneficial to protect the 3G network application and profitability Rule maker Telecom operators have the right to control the mobile internet passageway.It s the important marker i

60、n the mode of operation of the wireless terminal The application is king The app store of China Union is under construction,network operators can also provide the content,which is the core competition of the mobile Internet.Based on the application from huge customer base is also the key of competit

61、ion.At the same time,it s a new profit growth point in the data service Online charging system This application will be more and more in the mobile internet era,and the concept of mobile wallet has been accepted by more and more customers.3.4.2The win-win wireless internet marketing strategy with Un

62、icom The operators network and terminal manufacturers products is the basic for customers enjoy the good service and experience.The good cooperation between them can enhance the consumer experience to meet the user needs to improve customer satisfaction and loyalty.Apple s products are favorable to

63、meet the strategy requirements of China Unicom in the mobile Internet,also the competitor of other operator terminal products.The brand appeal of Apple gives good catalysis for China Union to gain greater scope of terminal customers.In addition,Apple not only a mobile terminal hardware manufacturers

64、,but also a wireless network provider.Over the years Apple formed a good strategic partnership with China Union.In this market environment,give Apple products actively bundling policy support,also the need of their own development.There are mainly two kinds of operators bundling policy,one is a dept

65、h of customization,the other is the common customization.3.4.3The steps of customs made and bundled operation 1Companies carrier communication about customization 6 months before listed,to determine whether participate in depth of customization 1 month before listed.(2)If participate in the depth of

66、 customization,need to determine the quarterly sales forecasts.On one hand is to determine the customized version and ordinary version of the sale account.It s good for factory to prepare materials and produce the product flexible.On the other hand it s good for sales and market department do the different sales plan and market supporting plan.(3)Operators and China Unicom will determine a good binding policy 1 month before listed and decide released the cooperation bundled individually or joint