从微观经济学的角度分析苹果热

From the perspective of microeconomics analysis "apple fever"
【abstract 】Job’s death caused by the memory of people throughout the world, people look on his legendary life also amazed at apple in global influence. Break the Nokia for 15 consecutive years sales in February 2011, the first place, as the world's largest mobile phone maker, on August 10, 2011, the market value of more than exxon Mobil, become the world's most valuable listed company. Why the United States apple worldwide cause "apple fever"? Of course there are apple product technology and other reasons, this article only from the Angle of microeconomics "apple fever" this phenomenon is analyzed. 【key words 】the microcosmic economics; Apple fever; The reason.
We know that the demand for goods and other related commodity prices in the price of goods itself, but it is well known that apple's product price is more expensive, especially the iPhone just listed is sold is higher than the rest of the phone for several times, but there are still a lot of people. At Nokia, Samsung, OPPO strong rivals, such as apple's products is not an advantage on price.
But at the same time, the income level of consumers and consumer preference is also the important factors influencing the demand, in China, for example, since China's reform and opening up, the people's pocket is becoming more and more drum, consumption idea change, also pay more attention to the quality of the goods and famous, 80 more in vogue products since 90 after Posting, apple's products has formed a brand effect
Second, the development strategy of the company itself is a very practical and prospective. Apple's clear positioning: fashion, taste, high-end, is an important factor in its success. Jack. Now the slaughter of positioning theory in the business world, a myth, the so-called positioning, is to make the brand the most advantageous position in the minds of consumers, the brand become a representative of the product, a category or some characteristic in slaughter, it seems, is to make a prospective customer will you apart from the rest of the company, to find a the most advantageous position compete with other companies. The process of marketing is to create a customer, the process of building brand, the essence of enterprise operation is to build a brand. The design of the apple products contracted and the atmosphere, the function of innovative high-end catering to the tastes of the public and formed a distinctive feature of the company, so there are so many in the Chinese market as a surprise that a "fan".
Apple as the leading enterprise in the IT technology enterprise, the production of products are high-grade luxury goods, the demand price elasticity is very big, due to the 4 s, apple four generations of rush on sale is attracted, potential competitiveness of its products is strong.
Apple's enduring the most important reason lies in its innovative concept, the company's slogan is the Switch (reform), it as it is called the do, according to the law of diminishing marginal utility, in the fierce competition in the electronics industry, the upgrading of products is crucial to apple's innovation breakthrough, has been at the dominant position of "copied", trendy new products iPhone, iPad, iPod, Nano, meet the new appetites, consumers effectively abate able sales risk due to diminishing marginal utility.
Throughout the above factors, apple's success is no accident, behind its success is in accordance with the law of economics, Chinese enterprises should draw lessons from the successful experience.
从微观经济学角度分析“苹果热”
【摘要】乔布斯的去世引起全世界人民的缅怀，人们在感慨他的传奇一生同时也惊愕于苹果公司在全球的影响力。

2011年2月打破诺基亚连续15年销售第一的地位，成为全球第一大手机生产商，2011年8月10日，市值超过埃克森美孚，成为全球市值最高的上市公司。

美国的苹果公司为什么在全球范围内引发“苹果热”呢？当然有苹果公司产品技术以及其他方面的原因，本文仅从微观经济学的角度对“苹果热”这一现象进行分析。

【关键词】微观经济学；苹果热；原因。

我们知道商品的需求量受商品自身价格和其他相关商品价格的影响，但是众所周知，苹果公司的产品价格较为昂贵，尤其是刚上市的Iphone4s更是卖出了高于其余手机几倍的天价，可是还是有很多人趋之若鹜。

在诺基亚，三星，OPPO等强劲对手面前，苹果的产品在价格上并不占据优势。

但同时消费者的收入水平和消费者的个人偏好也是影响需求量的重要因素，以中国为例，改革开放以来，人民的口袋越来越鼓了，消费观念也有所转变，更加注重商品的质量和名气，80后90后更是对潮流前线的产品趋之若鹜，苹果的产品已然形成了一股品牌效应。

其次，苹果公司本身的发展战略也是相当具有实战性和前瞻性的。

苹果的清晰定位：时尚，品味，高端，是其成功的重要因素。

如今杰克.特劳特的定位理论在商界屡创神话，所谓定位，就是让品牌在消费者的心智中占据最有利的地位，使品牌成为某个类别或某种特征的代表产品，在特劳特看来，定位就是要让潜在顾客将你与其他公司区分开来，找到一个最有利的位置与其它公司抗衡。

营销的过程就是创造顾客，打造品牌的过程，企业运行的本质就是打造品牌。

苹果产品简约大气的设计，创新高端的功能迎合了大众的口味并形成了该公司的一大特色，所以在中国市场上有那么多的“果粉”也不足为奇了。

苹果作为IT科技企业的领军企业，生产的产品多为高档的奢侈品，其需求价格弹性很大，由于4s的上市，苹果四代的减价更是引起了人们的抢购风潮，可见其产品的潜在竞争力是极强的。

苹果公司的经久不衰最重要的原因还在于它的创新理念，其公司口号是Switch（改革）,它是这样喊的也是这样做的，根据边际效用递减规律，在竞争激烈的电子行业，产品的更新换代至关重要，苹果公司不断创新突破，一直处于“被模仿”的优势地位，推出引领潮流的新产品iphone,ipad,ipod,nano,满足了消费者求新的胃口，有效地减弱了了由于边际效用递减而引起的销售风险。

综观以上因素，苹果的成功不是偶然，其成功的背后是符合经济学规律的，我国企业应借鉴其成功的经验。