苹果公司营销案例分析(英文)
商务英语案例-苹果公司
2004年，斯蒂夫·乔布斯被诊断出胰腺癌，苹果股价重挫。2004年，推 2004年，斯蒂夫·乔布斯被诊断出胰腺癌，苹果股价重挫。2004年，推 出第四代iPod数码音乐播放器，沿用了原本在iPod mini上的“Click 出第四代iPod数码音乐播放器，沿用了原本在iPod mini上的“Click Wheel” 操控设计。此后还推出搭载彩色显示屏的iPod Video。2004年，推出迷你版 操控设计。此后还推出搭载彩色显示屏的iPod Video。2004年，推出迷你版 iPod mini数码音乐播放器，其金属外壳与其他机种歧异性极大 mini数码音乐播放器，其金属外壳与其他机种歧异性极大 2005年斯蒂夫· 2005年斯蒂夫·乔布斯宣布下一年度将采用英特尔处理器。 2005年，推出第五代iPod播放器。 2005年，推出第五代iPod播放器。 2005年，推出第二代iPod 2005年，推出第二代iPod mini 迷你数码音乐播放器与iPod shuffle，其 迷你数码音乐播放器与iPod shuffle，其 无显示屏设计引起部分使用者不满。 2005年九月，推出iPod 2005年九月，推出iPod nano 超薄数码音乐播放器，采用彩色显示器。 2006年，斯蒂夫· 2006年，斯蒂夫·乔布斯发表了第一部使用英特尔处理器的台式电脑和笔 记本电脑分别为iMac和 记本电脑分别为iMac和MacBook Pro。 Pro。
手机：iPhone 手机：iPhone
2008年，斯蒂夫·乔布斯在Mac World上发布了新设计的MacBook和 2008年，斯蒂夫·乔布斯在Mac World上发布了新设计的MacBook和MacBook Pro， Pro， 以及全新的24英寸Apple 以及全新的24英寸Apple LED Cinema Display。 Display。 2009年，苹果负责全球营销的高级副总裁菲利普·席勒在Mac World2009大会上发 2009年，苹果负责全球营销的高级副总裁菲利普·席勒在Mac World2009大会上发 布了重新设计的17英寸屏幕的MacBook Pro笔记本电脑。 布了重新设计的17英寸屏幕的MacBook Pro笔记本电脑。 2009年，3 2009年，3月3日推出升级版的iMac，但外形并未改变，其使用了NVIDIA公司新款 日推出升级版的iMac，但外形并未改变，其使用了NVIDIA公司新款 显卡，并小幅度降低了iMac价格,同时升级更新的包括Mac mini和 显卡，并小幅度降低了iMac价格,同时升级更新的包括Mac mini和Mac Pro。 Pro。 2009年，3 11日推出新款iPod shuffle，这是第一款可以语音发音的数码音乐播 2009年，3月11日推出新款iPod shuffle，这是第一款可以语音发音的数码音乐播 放器，体积更加小巧，几乎是上代的一半大小，由于部分操作键转至耳机线缆上，所 以暂时不支持第三方耳机，而且必须配合8.1版本或更新版本的iTunes使用。 以暂时不支持第三方耳机，而且必须配合8.1版本或更新版本的iTunes使用。 2009年，6 25日推出新款iPhone，命名为iPhone 2009年，6月25日推出新款iPhone，命名为iPhone 3G s，s代表speed，iPhone s， 代表speed， 3G s是历代iPhone中性能最好的一款，其运行速度是前两代iPhone的两倍多，并且加 s是历代iPhone中性能最好的一款，其运行速度是前两代iPhone的两倍多，并且加 入了指南针、摄像等功能 2009年，9 10日更新全线iPod产品（itouch、classic和nano），其中第五代 2009年，9月10日更新全线iPod产品（itouch、classic和nano），其中第五代 nano支持摄像和收音机功能，推出iTunes 9，正式推出Snow Lepard系统 nano支持摄像和收音机功能，推出iTunes 9，正式推出Snow Lepard系统
经典4p营销案例分析
经典4p营销案例分析经典4P营销案例分析营销是企业实现长期发展的关键因素之一。
其中，4P营销策略是指产品、价格、渠道和促销这四个方面，通过有效地运用这些策略，企业可以满足消费者需求，提高销售量和利润。
以下是一则经典的4P营销案例分析。
案例：苹果公司的iPhone1. 产品（Product）方面：苹果公司的iPhone是一款集手机、音乐播放器和互联网功能于一体的智能手机。
它采用先进的技术，拥有高清屏幕、强大的处理器和多功能的摄像头。
此外，苹果公司非常重视用户体验，在设计和功能上不断创新，使iPhone成为市场上最受欢迎的智能手机之一。
2. 价格（Price）方面：苹果公司的iPhone价格相对较高，这是因为它的品牌价值和高品质所决定的。
然而，苹果公司也会推出不同价格区间的iPhone，以满足不同消费者的需求。
此外，苹果公司还通过与电信运营商合作，提供分期付款和套餐优惠等方式，降低了消费者购买iPhone的门槛。
3. 渠道（Place）方面：苹果公司通过自己的实体店和官方网店来销售iPhone。
实体店提供消费者与产品的互动和体验，官方网店则提供在线购买和配送服务。
此外，苹果公司也与电信运营商建立合作伙伴关系，将iPhone纳入其销售渠道，以便更广泛地覆盖市场。
4. 促销（Promotion）方面：苹果公司通过广告和营销活动来宣传iPhone。
它经常在电视、杂志和互联网上投放广告，展示iPhone的独特设计和功能。
此外，苹果公司还会在新品发布前举办产品发布会，邀请媒体和消费者参与，以增加产品的曝光度和吸引力。
此外，苹果公司还会通过赞助体育赛事和名人代言等方式来提升iPhone的知名度和品牌形象。
总结起来，苹果公司的iPhone通过产品、价格、渠道和促销等4P营销策略，成功地推广了高品质的智能手机，并在市场上获得了巨大的成功。
这个案例向其他企业展示了如何通过合适的定价、广泛的销售渠道和有创意的促销手段来实现产品的市场化。
关于推销苹果的英语作文
关于推销苹果的英语作文## Apple: The Epitome of Innovation and Consumer Delight.Introduction.Apple, the iconic technology company founded by the visionary Steve Jobs, has revolutionized the tech industry and captured the hearts and minds of consumers worldwide. From its groundbreaking Macintosh computers to its sleek iPhones, Apple products have become synonymous with innovation, premium quality, and unwavering consumer satisfaction. This essay explores the key factors that have contributed to Apple's success, highlighting the company's unwavering focus on innovation, exceptional design, and unparalleled customer experience.Innovation: The Driving Force.Innovation is the lifeblood of Apple. The company'srelentless pursuit of new technologies and groundbreaking products has fueled its success for decades. From the introduction of the pathbreaking graphical user interface in the Macintosh to the development of the revolutionary iPod, iPhone, and iPad, Apple has consistently pushed the boundaries of what is possible in consumer electronics. This unwavering commitment to innovation has cemented Apple's position as the leader in the tech industry.Exceptional Design: Form and Function.Apple products are renowned for their exceptional design, seamlessly blending form and function. The company's meticulous attention to detail and dedication to aesthetics have resulted in products that are not only visually appealing but also incredibly user-friendly. From the sleek curves of the iPhone to the sophisticated simplicity of the MacBook Air, Apple's products exude a sense of elegance and sophistication that sets them apart from the competition.Unparalleled Customer Experience.Apple understands that its customers are the cornerstone of its success. The company goes above and beyond to provide an exceptional customer experience that begins with the first interaction and continues throughout the product lifecycle. From its user-friendly operating systems and intuitive interfaces to its dedicated customer support and award-winning retail stores, Apple has crafted a seamless ecosystem that caters to every customer need.Strategic Marketing and Brand Building.Apple's success is not solely attributed to its innovative products. The company has also mastered the art of strategic marketing and brand building. Throughcarefully crafted advertising campaigns, social media engagement, and targeted promotions, Apple has created a strong and recognizable brand that resonates with consumers worldwide. The "Think Different" campaign, for example, became synonymous with Apple's innovative spirit and helped cement its position as a disruptor in the tech industry.Conclusion.Apple's remarkable success can be attributed to its relentless pursuit of innovation, exceptional design, unparalleled customer experience, and strategic marketing and brand building. By consistently pushing the boundaries of technology and design while prioritizing customer satisfaction, Apple has captured the loyalty of consumers worldwide. The company's unwavering focus on creating groundbreaking products and delivering an exceptional customer experience has set a benchmark for the entire tech industry. As Apple continues to innovate and evolve, it is sure to maintain its position as a leader in the digital age.## 苹果，创新和消费者喜爱的缩影。
英语作文营销案例
英语作文营销案例Title: The Successful Marketing Campaign of Apple's iPhone。
Introduction:In the highly competitive world of technology, marketing plays a vital role in determining the success of a product. One of the most remarkable marketing campaignsin recent history is Apple's promotion of the iPhone. This essay will explore the key elements that contributed to the success of Apple's marketing campaign, including product innovation, effective advertising, and strategic pricing.Body:1. Product Innovation:Apple's iPhone revolutionized the mobile phone industry with its innovative features. The introduction of atouchscreen interface, a sleek design, and a user-friendly operating system set it apart from other smartphones on the market. This unique selling proposition attracted consumers who were eager to experience the latest technology. Furthermore, Apple consistently released new models with improved features, creating a sense of anticipation and desire among consumers.2. Effective Advertising:Apple's marketing strategy focused on creating a strong emotional connection between the iPhone and its target audience. The "Get a Mac" campaign, featuring a personified Mac and PC, effectively communicated the superiority of Apple products in a humorous and relatable way. This campaign resonated with consumers by highlighting the iPhone's user-friendly interface, superior hardware, and innovative applications. Additionally, Apple's iconic advertising campaigns, such as the "Shot on iPhone" series, showcased the iPhone's exceptional camera capabilities, further enhancing its appeal.3. Strategic Pricing:Apple's pricing strategy for the iPhone was carefully planned to create a perception of exclusivity and value. By initially pricing the iPhone higher than its competitors, Apple positioned it as a premium product, appealing to consumers who associated high prices with quality and prestige. As the product matured and production costs decreased, Apple gradually reduced the price, making it more accessible to a wider audience. This pricing strategy allowed Apple to maintain its premium image while expanding its customer base.4. Brand Loyalty and Word-of-Mouth:Apple's marketing campaign successfully cultivated a strong sense of brand loyalty among its customers. The company consistently delivered on its promise of quality and innovation, creating a loyal customer base that eagerly awaited each new iPhone release. This brand loyalty not only led to repeat purchases but also encouraged customers to become brand advocates, spreading positive word-of-mouthrecommendations to their friends and family. This organic promotion significantly contributed to the success ofApple's marketing campaign.Conclusion:Apple's marketing campaign for the iPhone serves as a benchmark for successful marketing strategies. Through product innovation, effective advertising, strategic pricing, and the cultivation of brand loyalty, Apple was able to establish the iPhone as a must-have device for consumers worldwide. This case study highlights the importance of understanding consumer needs, creating a strong emotional connection, and consistently delivering on promises in order to achieve marketing success.。
苹果公司SWOT分析案例
挫
◆提高自身品牌的质量技术创新，保持领 ◆提高自身的竞争力，用硬实力去打败软实
◆Android系统成为ios系统强有力的竞争 先地位，以维护品牌美誉
力
对手，同时面对三星、HTC等众多强大的 ◆提高售后服务质量，积极应对、消除各 ◆市场总是不断的在变化，随着外部环境的
竞争对手
种负面问题
改变而不断变化制定新的战略目标
对
策
◆市场总是不断的在变化，随着外部环境的改变而不 断变化制定新的战略目标。
◆保持高端领先形象同时，要放低自身姿态，更好的 迎合消费者的需求。
乔布斯语录
Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
◆提高效率，加强对供应链的管理
分 ST战略：
析
◆提高自身品牌的质量技术创新，保持领先地位，以
对
维护品牌美誉
策
苹果公司创新案例分析(英文)
• Focus on customer needs • Performance:software+Handware
marketing pattern
Hunger marketing
Experience marketing
Word-of mouth marketing
Hunger Marketing
Bibliography
• Kathleen Chu and Takashi Amano (2013). “Apple said to Plan First Tokyo Retail Store Since 2005”Bloomberg L.P. • Wilson, Greg.(2007) “Private iCreator is genius behind Apple's polish”, New York Daily News, January 14, 2007. • Wikipedia（2012）"Press Info – Apple Leadership"[online] Available at: /wiki/Apple_Inc.[Accessed In 10th September 2014]
It is that the commodity provider intends to reduce production in order to achieve the regulation of supply and demand, The purpose is that making demand "illusion“ to maintain higher commodity prices and profitability.
Apple公司的营销策略分析(英文版)
Brief introduction
Apple (Apple Inc.) is a high-tech company in the United States, in 2007 changed its name-- Apple (Apple Computer, Inc.) .its core business is electronic technology products, based in cupertino, California. it founded on April 1, 1976 by Steve jobs, Steve wozniak and Ron Wayn, it is famous for its innovation in high-tech enterprises, leading products are Apple II, Macintosh computers, the Macbook computer, iPod music player, iTunes store, iPhone, iMac machine and tablet computer, etc. Important people： Steve jobs（CEO） Timothy D. Cook（COO） Peter Oppenheimer（CFO） Philip W. Schiller（SVP Marketing） Jonathan Ive（VP Industrial Design）
Apple Corp now is not just a turnover of $7900000000(7.9billion) super listing Corporation, also has a unique brand logo, it is a strong competitive advantage, whether the quality of product launched is good or bad, it can gain more profit under strong brand trust and popularity , because the logo which is gnawing away half of the apple has been recognized by consumers, Apple's electronic products have been known as high-grade, high quality, buy a computer, buy a player, your best choice--apple, people often have this common sense of identity, a magic weapon of Apple Corp, is also an important mean to win in the business competition.
经典4p营销案例分析
经典4p营销案例分析经典4P营销案例分析。
在市场营销中，4P营销理论被广泛运用，即产品（Product）、价格（Price）、渠道（Place）和推广（Promotion）。
这四个要素是构成营销战略的重要组成部分，下面我们将通过分析几个经典的营销案例，来了解这些要素是如何在实际营销中发挥作用的。
首先，让我们来看一个成功的产品营销案例。
苹果公司的iPhone系列产品就是一个典型的例子。
iPhone作为一款高端智能手机，其产品定位非常明确，针对的是追求高品质、高科技含量的消费群体。
苹果公司在产品设计、功能创新和品牌营销上投入巨大，致力于打造高端形象。
这种产品定位和定价策略使得iPhone在市场上一直保持着较高的溢价率，成为了行业的领导者。
其次，价格因素在营销中也起着至关重要的作用。
以Zara为例，该品牌以“快时尚”著称，其成功的关键之一就是灵活的定价策略。
Zara能够快速调整价格，根据市场需求和竞争情况做出反应，使得产品价格始终保持在合理范围内。
这种定价策略不仅吸引了大量消费者，也使得Zara在激烈的竞争中脱颖而出。
渠道也是营销中不可或缺的一环。
亚马逊作为全球最大的电子商务平台，其发展壮大的关键之一就是建立了强大的销售渠道。
亚马逊不仅自身拥有庞大的仓储和物流体系，还与各种供应商、第三方卖家合作，形成了庞大的销售网络。
这使得消费者可以通过亚马逊购买到几乎任何他们想要的产品，大大提高了购物的便利性和选择性。
最后，推广是营销中至关重要的一环。
可口可乐公司的广告营销就是一个成功的案例。
可口可乐公司凭借其独特的广告创意和大规模的推广活动，使得可口可乐成为了全球知名的饮料品牌。
通过在体育赛事、音乐节等大型活动中的赞助和广告投放，可口可乐成功地将品牌形象深入人心，成为了消费者心目中的第一选择。
综上所述，产品、价格、渠道和推广这四个要素在营销中发挥着不可替代的作用。
通过对经典营销案例的分析，我们可以更好地理解这些要素是如何相互作用，共同推动企业取得成功的。
苹果案例分析英文版 Apple case problem
a) Problem identificationApple is the most value company in the world today with over $620 billion US dollars (Benzinga, 2012). It is one of the companies that have management magic and is a good place has the managing power to create the conditions to attract good people to work in. Beside, Apple not only has innovation on their products, but also on management emotional technology and perfection(Schermerhorn et al. 2011, pp. 1-29). It is using the combination management approach which are combinedScientific approach and Behavioural approach. Schermerhorn et al. (2011, pp. 1-29) claims that “Apple hires people who are never satisfied, who are emotional about technology, and who collaborate in the spirit-and pursuit of –perfection.(Schermerhorn et al. 2011, pp. 1-29).”Indeed, they were invented, designed, and produced mobile phones, tablets, computers and software to gain customers’ satisfaction. In addition, Apple’s HR policy is to empower their employees. It gives them responsibilities in managing their own specific field such as production and sales. Incidentally, Apple has competition with Microsoft in software and operation system, but also in computer market, IBM, HP, Dell and Toshiba are the main competitors to Apple. Moreover, Apple has huge competition with Samsung, Sony and Nokia at its smartphone market which is the major part to Apple.However, in these situations, Apple’s problem has been exposed gradually. Since last CEO Steve Jobs gone, the company is start lackingcultural inherit and leading losing talented people.These are the dominating problems that Apple should face in next few years.b) Theory/Model discussionAs this essay mentioned, Apple is using Scientific and Behavioural management approach combined together. Scientific approach is focus on managing at the production level to improve organisation efficiency via analytical technique. Therefore, they hire people who are very good at innovation at technology, as well as management methods. Thus, the AppleCompany become the most value company in the world with great market share. According to Kreitner (2004), Behavioural approach is “Successful management depends largely on manager’s ability to understand and work with people who have a variety of backgrounds, needs, perceptions, and aspirations.”O n the other hand, Behavioural approach is about self-management. To empower employees obviously is to give them responsibilities to self-management. Although Apple has these reasonable management methods to operate the company, but at present, they seems not giving enough power and space to employees to innovate.c) ArgumentLosing talented employees is leaded by lacking cultural inherit, lacking cultural inherit is because manage men are not imbue with thecorrectenterprise cultureand correct management approach as before. If not, the problems that Apple have will become more and more serious and leading other problems.d) RecommendationsManage men should continue carry out previous principle that is powering people to create and develop their ideas, and connecting emotion with technology in product to meet efficiency(Parr, 1992, p. 18). For example, managers could create open space for employees to innovate new stuffs, such as distribute 20% of work time for employees to make their own innovation.Do not limit their abilities and thoughts, encourage them when they work out a new idea, even it is not right fit.Reference listBenzingaInsight. (2012). Apple Now Most Valuable Company in History. Retrievedfrom /sites/benzingainsights/2012/08/21/apple-now-most -valuable-company-in-history/Schermerhorn, J. R., Davidson, P., Poole, D. Simon, A. Woods, P. &Chau, S. L. (2011). Management: Foundations andapplications, 1st Asia-Pacific Edition. Wiley: Milton Qld. ISBN: 9781742166346.Parr, William C. (1992). A new paradigm for management. Survey of Business, ISSN 0099-0973, 1992, Volume 28, Issue 1, p. 18。
英文案例分析
英文案例分析Case Study: Apple Inc.Introduction:Apple Inc. is a multinational technology company based in Cupertino, California. It was founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. The company designs, develops, and sells consumer electronics, computer software, and online services. Background:In the early years, Apple focused on producing personal computers like the Apple II and Macintosh. However, the company faced tough competition from IBM and Microsoft. In 1997, Steve Jobs returned to Apple as CEO and embarked on a turnaround strategy that would transform the company into one of the most valuable and recognizable brands in the world.Case Analysis:1. Product Innovation:Apple is known for its innovative products which include the iPhone, iPad, MacBook, and Apple Watch. These products have redefined their respective markets and set new industry standards. The company's focus on sleek design, user-friendly interface, and seamless integration between hardware and software has been instrumental in its success.2. Branding and Marketing:Apple has successfully positioned itself as a brand associated with creativity, simplicity, and lifestyle. The iconic Apple logo, minimalist product design, and marketing campaigns that highlightuser experience have contributed to building a strong brand image. The company also utilizes effective digital marketing strategies to reach its target audience and generate demand for its products.3. Supply Chain Management:Apple has a complex global supply chain that involves sourcing components from various suppliers across the world. The company has implemented a sophisticated supply chain management system to ensure efficiency, quality control, and timely delivery of products. This has allowed Apple to maintain high standards and meet customer demand in a competitive market.4. Customer Service:Apple places a strong emphasis on providing exceptional customer service. The company operates its own retail stores, known as Apple Stores, where customers can receive personalized assistance, troubleshooting, and repairs. Apple's customer service team is known for its expertise and responsiveness, ensuring a positive customer experience.5. Corporate Social Responsibility:Apple has been increasingly focusing on corporate social responsibility initiatives. The company has made commitments to reduce its carbon footprint, use renewable energy, and ensure responsible sourcing of materials. Additionally, Apple has launched various programs to promote education, diversity, and accessibility, such as the Apple Teacher Program and Everyone Can Code.Conclusion:The success of Apple Inc. can be attributed to its focus on product innovation, branding, supply chain management, customer service, and corporate social responsibility. The company's ability to anticipate consumer demands, create iconic products, and deliver a seamless user experience has helped it become a leader in the technology industry. Apple's commitment to sustainability and social impact also demonstrates its dedication to long-term success and positive societal change.。
苹果iphonestp案例分析
苹果i P h o n e S T P案例分析-CAL-FENGHAI-(2020YEAR-YICAI)_JINGBIAN苹果iPhone STP案例分析iPhone的STP分析1、市场细分(Segmentation)市场细分的标准有地理因素、人口因素、心里因素、行为因素。
iPhone目前已经在全球90个国家销售，有超过180家运营商给予支持，按照地理因素市场细分iPhone市场可以分为美国市场、中国市场、印度市场及其它国家市场。
而iPhone作为一款智能手机，我们也可以用人口因素和行为因素做标准来进行市场细分：（1）商务型：年龄主要集中在30至45之间的职场用户。
群体特点是拥有稳定的收入，具备对各价位智能手机的购买能力。
他们是商业社会中最重要的群体之一，他们处于企业的中上层，日常工作繁忙，经常出差出国。
所以，首先，他们对手机通话及数据传输的连续性及质量有要求；其次，手机也承载了其大部分的重要数据，所以，对安全性保密性要求高；最后，他们需要随时随地处理各种文件，对手机办公的依赖程度高。
所以商务型手机应该帮助用户既能实现快速而顺畅的沟通，又能高效地完成商务活动。
（2）娱乐型：以学生群体和年轻的上班族为主。
群体特点是年龄相对于商务型较下，经济能力较弱。
他们使用手机已经不仅仅是通讯用了,录音,照相,摄像,游戏,上网等等功能更为他们所青睐，他们推崇时尚，重视手机的娱乐性。
所以他们对手机的要求主要是：价格合理，设计时尚，功能多样，娱乐性强。
（3）开发型：手机市场中比例较小的消费者群体，年龄主要是20－30之间，IT相关行业工作者或手机发烧友。
这类消费者的特点是，对手机有极大的探索热情，会使用手机绝大部分功能，尽可能地开发自己手机的潜力，包括为开源的手机系统写软件。
2、目标市场(Targeting)iPhone采用密集式市场差异性营销策略，在不同时间用同一款产品征服了追求时尚、对科技高度敏感的群体。
从iPhone的现有外观和功能看，苹果公司一直将时尚一族的年轻人作为主要的目标顾客。
APPLE ANALYSIS 苹果公司分析报告
SummaryThe market value of Apple Inc. Outnumbers that of the Microsoft Inc. almost 1,000,000,000,000, which is equal to the market value of HP Inc. Why does Apple can reach such high profits? One of the significant determinants is the marketing strategy of Apple. The purpose of the research is to identify the marketing strategy of Apple Inc. and to propose our suggestions to Apple Inc. The marketing strategies of Apple are various and numerous. The report would show and express in detail the three main and special strategies of Apple: the experiential marketing, the hunger-style marketing, the word of mouse marketing and the bundled marketing.Contents1. Company introduction (1)2. Experiential marketing (2)2.1 Location (1)2.2 Area (1)2.3 Product (1)2.4 Design (1)3. Hunger-style marketing (1)3.1 Exclusive (1)3.2 Mystery (1)3.3 Fanfare (1)3.4 Entertainment (1)3.5 Play tricks (1)4. Bundled marketing (1)4.1 The iTunes Store: I’m the pied piper (1)4.2 App store (1)5. Conclusions (1)1. Company introduction2. Experiential marketingThe most companies are based on "customer first", however, “unless we could find the ways to get our message to customers at the store, we were screwed.” Jobs said.Jobs hated to cede control of anything, especially when it might affect the customer experience. But he faced a problem. There was one part of the process he didn't control: the experience of buying an Apple product in a store.The days of the Byte Shop were over. Industry sales were shifting from local computer specialty shops to mega-chais and big box stores, where most clerks had neither the knowledge nor the incentive to explain the distinctive nature of Apple products. "All that the salesman cared about was a $50 spiff", Jobs said. Other computers were pretty generic, but Apple's had innovative features and a higher price tag. He didn't want an iMac to sit on a shelf between a Dell and a Compaq while an uninformed clerk recited the specs of each. "Unless we could find ways to get our message to customers at the store, we were screwed."Then there are some elements of Apple retail stores.2.1 Location: Apple stores should be in malls and on Main Streets--in areas with a lot of foot traffic, no matter how expensive. "We may not be able to get them to drive ten miles to check out our products, but we can get them to walk ten feet," he said.2.2 Area:The size of a store signaled the importance of the brand. A good company must "impute"--it must convey its values and importance in everything it does, from packaging to marketing. The store will become the most powerful physical expression of the brand," he predicted. The store must be big enough, Otherwise you won't be relevant.2.3 Product: There weren't many, not enough to fill the shelves of a conventional store, but that was an advantage. The type of store they would build, they decided, would benefit from having few products. It would be minimalist and airy and offer a lot of places for people to try our things. People think of Apple as a cult. You want to move from a cult to something cool, and having an awesome store where people can try things with help that. The stores would impute the ethos of Apple products: playful, easy, creative, and on the bright side of the line between hip and intimidating.2.4 Design: Jobs particularly focused on the staircases. When he visited a store as it was being constructed, he invariably suggested changes to the staircase. His name is listed as the lead inventor on two patent applications on the staircases.In July 2011, a decade after the first ones opened, there were 326 Apple stores. The biggest was in London's Covent Garden, the tallest in Tokyo's Ginza. The average annual revenue per storewas $34 million, and the total net sales in fiscal 2010 were $9.8 billion.3. Hunger-style marketingApple’s products is so popular and the result comes from the con trolling on market, that is, making the market be in “Hunger-style”. It is good at keeping stability of the prices on products. The sale on iphone is the representative of this strategy apparently, when it is on the market. No matter how the voice of this product is Apple has always adhered to the limited supply. However, why people expect Apple’s products so crazy and so hunger? I think that it is mostly derived from marketing techniques: fanfare before marketing it.If the more unknown things are about to come, people will be more urgent to know the truth. “Curiosity killed the cat” that is the nature of such a person, and Apple took advantage of the people of this crowd human nature the mind.Apple fans look forward to the launch of Apple’s cell phone more than a year. However it was not until the date that almost everyone guessed it called the iPhone, but almost no one guessed its appearance and its various properties of marvel.In fact, many customers do not want to be catered better but not to satisfy to stimulate their interest.Apple’s marketing strategy is contrary to the marketing concept of "customer first". Instead, he actively use the hunger of the five basic principles of marketing and harvest was a great success.3.1 Exclusive: modern marketing proposition: as long as the customer needs, we have enough supply. Hunger-style marketing deliberately controls the supply and let the customer.3.2 Mystery: When Apple launching a new product, it will select the mysterious theater-act play in the form of publicity, sparking a strong people's curiosity.3.3 Fanfare: the world is full of commercial publicity and the goal of fanfare goal is to ensure that there is a wide talk on the product. Before Apple iPhone become a legend.3.4 Entertainment: the marketing must be attractive to participate. Movie srars release kinds of information on the microblogging and there is a sign that the information comes from iphone.3.5Play tricks: trick is not necessarily to be subtle, and a very poor approach may have been enough. For example, Apple will mark its products and the meaning of the times, but in the end you will find that what you buy is only one phone.4. Bundled marketing4.1 The iTunes Store: I’m the pied piperApple's iTunes Music Store an online music store, which established in order to sell the iPod. It integrates iPod hardware and software and online services to sell in bundling. Through the ITunes digital music management software, customers can listen to music in the iPod player and search, browse, download, and category management.This model achieved win-win patterns among the record companies, music stores andconsumers. However, there are some problems behind this unique business model may affect Apple.First of all, the company's music products related to intellectual property rights of third parties. Franchise agreement’s expiration date is usually shorter, and some products and services may unwittingly infringement.Secondly, in the online music market, the bargaining power of the music providers usually relatively strong, added with the short-term concessive agreement between the Apple and third-party content provider (CP), then Apple’s reduce will be reduced.Finally, since Apple’s music sales system is a closed (exclusive) music sales system, from the long-term perspective, if there is problem on the hardware design and production or online music sales, it will affect the company's overall development.In summary, to Apple, this bundling business model with first-mover advantage in the digital entertainment market, and generates good returns, but from the opposite side, some hidden dangers exist, what the sales of the company's ability to maintain, we can only wait and see.4.2 App storeApp store is based on its own self-marketing platform for the center. It helps develop and promote the application to the client, and it also helps users find products and services they need, it includes a search engine, ranking, advertising and other promotional tools.App Store biased in favor of inducing people. Apple lowers the threshold cost, efficient software testing services and other means to attract developers. According to statistics, the Apple App Store has about13,700developers, and nearly300new applications are provided daily. A large number of applications have also attracted numerous users to download. The fees charged and shared by Apple and developers.5. ConclusionsWhy Apple is so fascinating? Why the fans of Apple Inc. are so crazy and the media eager to report when Apple Inc. public one product? Where does the charm of the top products express? I believe these are the elements: taste, grace and fashion, that is, the characteristic of the brand.The market value of Apple Inc. Outnumbers that of the Microsoft Inc. almost 1,000,000,000,000, which is equal to the market value of HP Inc. Its success largely depends on the knowledge of human nature and customer demands.Based on such analysis, we can conclude that the marketing strategies play an important and indispensable role in composing the great profits of Apple.Firstly, the experiential marketing well expresses the mission of Apple -- consumer first -- and provides a perfect circumstance of purchase. Now, in July 2011, a decade after the first ones opened, there were 326 Apple stores. The biggest was in London's Covent Garden, the tallest inTokyo's Ginza. The average annual revenue per store was $34 million, and the total net sales in fiscal 2010 were $9.8 billion.Secondly, In fact, many customers do not want to be catered better but not to satisfy to stimulate their interest. Apple’s products is so popular and the result comes from the controlling on market, that is, making the market be in “Hunger-style”. It is good at keeping stability of the prices on products.Last, to Apple, this bundling business model with first-mover advantage in the digital entertainment market, and generates good returns, but from the opposite side, some hidden dangers exist, what the sales of the company's ability to maintain, we can only wait and see.。
苹果公司营销案例分析(英文)
Apple inc.Content：pany background2.sales strategies3.sales barriers4.sugestionspany backgroundApple Inc. (NASDAQ: AAPL; previously Apple Computer, Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The product was sold in 88 countries and areas. The company has earned 5 billion dollars in 6 months in China. And its product iPhone, iPod have been the youths’ favorate digit tools.Headquarters: Cupertino, California, U.S.2.Sales strategies.1)Brand salesApple build a very famous brand for its best-designed digit product. Apple make it a culture that using apple means fashion. So apple has build a large fans who were following apple all the time.2)Cooperate with Mobile Network OperatorsFor example, iPhone,Apple choose to cooperate with the local mobile network operators such as At&t in US and China Unicom in China. The consumers could pay no money to get a iPhone only if you sign a contact with the operators for using its network. This expand the marketing channel of selling.3)More retainers and more authorized storeApple had decided to build 20 more stores in China by the end of 2012. The more stores, the more sales. As a supply, it also provide online sales services.4)Hunger salesEvery time when Apple put some new products in sales, it is easily to see long queue in front of the store. And even we were often told it is stockout. However, is it really demand exceeds supply? Or we say that they do it on purpose.Hunger sales make it a situation that their products would be soon sold out if you don’t buy it. Their products could be focused then.5)Localization strategyStaff Localization Product Localization Operation Localization ↓ ↓ ↓Target marketsStaff LocalizationChoose the local employees, each into the company to conduct pre-job training employees, even send member, also should have at least 40 hours of training.3.Sales barriers1)political barriersa)The local government to protect local digit company policy, the policy toprotect greatly limits the foreign competitors.b)Domestic and foreign political relationship to other countries2)cultural aspects of barriersThe country's social culture and the management idea of our company is potential conflict.3)High priceIt is seen to us that the product of apple is more expensive than the other brand which would influence the sales volume in less developed country.4)Competitors：MOTOROLA, HTC, SAMSUNG etc4.Suggestions1)Give full play to its own advantages, has the individuality competition2)According to the diversity、Labor，establish mutual trust, and be good atcommunication and harmonious relationship between the organizational culture.3)Specialized training organization staff of public relation and etiquette，to improvecustomer service attitude.4)Competitors attention According to the specific conditions to developcompetitive strategy. Concerned government dynamic, obtain more optimal measure。
苹果公司营销案例分析
苹果公司营销案例分析苹果公司营销案例分析美国苹果电脑公司-简介全球最大的计算机企业之一：苹果电脑公司(Apple,AppleComputer,Inc.) 苹果电脑公司官方网站：英文苹果电脑公司中国网站：中文2007 年1 月9 日，苹果电脑公司更名为苹果公司。
苹果电脑公司由乔布斯、斯蒂夫·沃兹尼亚克和RonWayn 在1976 年4 月1 日创立。
总部位于美国加里福尼亚丘珀蒂诺市，是在硅谷的中心地带。
1975 年春天，AppleⅠ由Wozon 设计，并被Byte 的电脑商店购买了50 台当时售价为666.66 美元的AppleⅠ。
1976 年，Woz 完成了AppleⅡ的设计。
1977 年苹果正式注册成为公司，并启用了沿用至今的新苹果标志。
同时，苹果也获得了第一笔投资--MikeMarkkula 的92000 美元。
1978 年，苹果准备股票上市，施乐公司预购了苹果100 万美元的股票，并允许苹果工程师们研究早已被施乐视为垃圾的PARC 操作系统的图形界面。
但苹果的工程师化腐朽为神奇，并将图形界面带进了一个崭新的时空。
苹果公司专门从事开发、制造、销售个人电脑、服务器、外围设备、计算机软件、联机服务及个人数字式辅助设备。
是1995 年度全球第三大个人电脑供应商，位居当年"世界百大信息技术公司"排行榜第11 位，"世界软件厂商最大50 家"第25 位。
94、95 年度在全球多媒体市场占有率高踞榜首。
苹果电脑公司这样描述公司的业绩：苹果电脑公司通过Apple II 在二十世纪七十年代引发了个人电脑革命，Macintosh 的推出在二十世纪八十年代又彻底改造了个人计算机。
通过其创意性的硬件、软件和Internet 技术及设备，苹果公司致力于将最佳的计算机使用体验带给全世界的学生、教育工作者、创意专家及普通消费者。
美国苹果电脑公司SWOT 分析STRENGTH：苹果公司的成功不言而喻。
标杆案例英文
标杆案例英文As a benchmark case, the success story of Apple Inc. is often cited as a shining example of innovation, leadership, and market dominance. From its humble beginnings in a garage to becoming the first trillion-dollar company in the world, Apple's journey is a testament to the power of vision, perseverance, and strategic decision-making.At the heart of Apple's success lies its unwavering commitment to innovation. The company's founder, Steve Jobs, was a visionary leader who believed in pushing the boundaries of what was possible. Under his leadership, Apple introduced groundbreaking products such as the Macintosh, iPod, iPhone, and iPad, each of which revolutionized the industry and set new standards for design and functionality. By constantly pushing the envelope and challenging the status quo, Apple has been able to stay ahead of the competition and maintain its position as a market leader.In addition to innovation, Apple's success can also be attributed to its strong brand identity and marketing prowess. The company has cultivated a loyal customer base by creating products that are not only technologically advanced but also aesthetically pleasing and user-friendly. Apple's sleek and minimalist design aesthetic has become synonymous with luxury and sophistication, and its marketing campaigns have successfully positioned the brand as a symbol of status and exclusivity. This, in turn, has allowed Apple to command premium prices for its products and maintain high profit margins.Furthermore, Apple's success is also a result of its strategic decision-making and ability to adapt to changing market conditions. The company has consistently demonstrated a knack for identifying emerging trends and capitalizing on them before the competition. For example, Apple was quick to recognize the potential of the smartphone market and launched the iPhone at a time when traditional mobile phone manufacturers were still focused on basic handsets. Similarly, Apple's decision to enter the wearable technology market with the Apple Watch has further solidified its position as an innovator and trendsetter.Moreover, Apple's success is underpinned by a culture of excellence and a relentless pursuit of perfection. The company is known for its uncompromising standards and attention to detail, with every product being meticulously designed and engineered to deliver an unparalleled user experience. This commitment to quality has earned Apple a reputation for reliability and durability, further enhancing its appeal to consumers.In conclusion, Apple stands as a benchmark case for success in the technology industry, and its journey offers valuable lessons for businesses across all sectors. By prioritizing innovation, cultivating a strong brand identity, making strategic decisions, and maintaining a culture of excellence, Apple has been able to achieve unprecedented success and cement its status as a global powerhouse. As such, the story of Apple serves as an inspiration for aspiring entrepreneurs and a reminder of the transformative power of vision, determination, and ingenuity.。
branding和marketing结合的案例
branding和marketing结合的案例
品牌（Branding）和市场营销（Marketing）是商业成功的关键组
成部分，它们虽然有不同的焦点，但相互交织并共同推动产品或服务的销售。
品牌塑造了公司、产品或服务的形象和个性，而市场营销则是通过一系列的活动将这个形象传达给目标受众。
以下是一些结合了品牌和市场营销的案例：
1. 苹果公司（Apple Inc.）
苹果公司是品牌和市场营销结合的经典案例。
苹果不仅仅卖技术产品，它卖的是设计、创新和用户体验的理念。
苹果的品牌建立在其独特的设计美学和用户界面上，这在它的广告、产品发布和零售店体验中都有所体现。
苹果的市场营销策略强调产品如何能够改善用户的生活质量，并通过精心设计的广告和口碑营销来加强品牌形象。
2. 耐克（Nike）
耐克通过其"Just Do It"标语和与顶级运动员的合作，成功地将自己定位为运动和健身的代名词。
耐克不仅销售运动鞋和服装，更通过市场营销活动传递了一种积极向上、挑战自我的生活方式。
耐克的品牌推广活动经常采用励志故事和强烈的视觉元素，以此激励消费者并加强与品牌的情感联系。
苹果公司市场战略英文论文
An Analysis of Apple's Marketing Strategy1. Introduction1.1 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 that 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. Apple's innovations include: Graphical user interface (GUI). First introduced 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, Apple 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, 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.T he introduction of Apple’s 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 one 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 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 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 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 address 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 onthe multi touch screen. The user can select 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 merging 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 and 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 email 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 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 screen 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 touch 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 user 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 application 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 rewind 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 their 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 Google 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 technology which provides the user with a fastand 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 the 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 screen 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 battery 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. The widgets application provides the user with helpful real time information on stock reports and provides Worldwide weather reports.2. The current develop situation of AppleThe competitive advantage of iphoneFirst is innovation. Apple store successfully deal the use of related products, bug collection, 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, apple's software 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. Apple's customer loyalty increase rapidly, and such design is not popular in the domestic 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 product launch to apple's 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 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 apple's marketing tactics. Because 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 unusual ways to distinguish from the others, and will not affect the customer experience to enjoy.2.2The problem in development process(1) Less product varietyCompared with Several traditional mobile phone manufacturers such as Nokia, Motorola, Sony Ericsson etc. Numerous years 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 expensiveBecause Apple uses relatively new design, make the products more artistic sense, but the trouble is that relative to other products, Apple's 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 service 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 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 to change the mainboard, so the price is more expensive.(3) Marketing channel is not clearBecause 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 cou ntries. On the contrary, in China, the main sales channel is the open pipelines and operators o nly represent a small fraction. According to the communication data, in 2008, the sales of cus tomized cell phones by China Mobile only represents 17% in the total sales, but, with the ev olution of market and the improvement of 3G, I believe that the proportion will be bigger and bigger. Apple mobile products have two independent distributors in China, they are China u nicom and China mobile. Also is their product assigns the business agent in China. The prod ucts of two parts will be exclusive, if they give a product to the China unicom, the product ca nnot be given to the China mobile any more and vice versa. Now the two companies separate ly 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 distribution capability is always in front rank, the two company have their own characteristics, they are running neck and neck.Certainly, iPhone products t o market involved choosing one agency from these two agencies. About 83 massive retailer have direct delivery agreement with Apple, and according the agreement, 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, b asically cannot be talked about the channel selection issue. There are about 3850 main standa rd retail stores that Apple company representative can visit everyday. According different pro duct to the market, the Apple company need to choose a proper retail channel.3. The marketing strategy of AppleThe advantage of hunger marketingHunger marketing "refers to the commodity 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 objective of add price. Apple's 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 product. 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 phone's screen, not only created the mystique, but 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 departmentThe service is very reliable 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 maintenance 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 resolutely 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 channelThere are 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 products 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 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 strategy of operator3.4.1The mobile internet strategy with UnicomAnalysis of the mechanism Morgan Stanley believes that mobile Internet operators ofbroadband network have the most development potential in the few days; based on mobile Internet operators in the 3G era of China Unicom put forward their own marketing strategy: Network firstMature 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 regions, covering up to 335 of domestic 3G network..Terminal nextThe multimedia intelligent of mobile phone applications is beneficial to protect the 3G network application and profitabilityRule makerTelecom operators have the right to control the mobile internet passageway. It’s the important marker in the mode of operation of the wireless terminalThe application is kingThe 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 competition. At the same time, it’s a new profit growth point in the data serviceOnline charging systemThis 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 UnicomThe operator's 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 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, 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 depth of customization, the other is the common customization.3.4.3The steps of customs made and bundled operation〔1〕Companies 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 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 jointly.(4)Make operator channel marketing support program and channel planning1 month before listed. If entering the hall, how many POSM counters and hardware support does it need. If it needs promotion personnel or incentive measures of operator, etc.4. The revelation to our IT industry4.1 Think highly of our consumersThrough the analysis of the case of the Apple, the domestic enterprises should pay attention to the feelings of consumers, if this generation of products is a problem consumers are repeatedly mentioned, in the next generation of products will be repaired and reinforced swelling. For example, iPhone4 mobile phone released in 2010, due to the design problems of antenna , produce a signal problem, after the reaction of consumers the next generation iPhone4s has already been repaired. This is the domestic enterprises need to learn especially, through consumer feedback, make the products more consumer satisfaction, it can seize the consumer psychology, to win the favor of consumers.4.2 Pay attention to the individuation and differentiationMany domestic companies are not pay attention to the individuation and differentiation of the products, which leads many products on the market are more or less the same, lose their own characteristics. For now the era of the pursuit of personality, products no characteristic can not interest consumers, therefore the domestic enterprises in produce products, need to pay more attention to the individuation and differentiation. The mobile phone of Nokia in China because of the kind of products is too much, differentiation is too small, so gradually is not liked by consumers, sales continue reducing, it’s the enterprise do not pay attention to the individuation and differentiation that cause the results, The glorious past without insisting on sustainable development, or will be eliminated by the society.4.3 Magnify the advantageIn fact, the domestic enterprises have their own advantages, domestic enterprises need to know how to play their own advantage. Due to domestic enterprises can easily through the familiar way to communicate with other suppliers and purchasing, so you can get a lower cost, it is a big advantage compared with foreign enterprises, a lower cost means more profit space and development depth. Combined with domestic enterprises to know more about Chinese consumption habits and have the propaganda ways close to customers, to obtain the recognition of consumers.4.4 The choice of marketing strategyDue to domestic enterprises and distributors know more about each other, on the one hand, can obtain more flexible way to management, on the other hand can through the distributors to open markets. Can use point to instead of the surface to develop the product sales area, while avoiding some Logistics problems because of different regions. Because of the foreign companies do not familiar with the domestic market, so choosing channels may have some errors, or big distributors to control small distributors. Although channels is very important, the force few points is the focus of domestic enterprises need to learn.5. ConclusionThrough the above analysis, the domestic enterprises need to learn: focus on thecustomer and cost; provide special service for the customer; open cooperation and service and make profit sharing plan. Today's market situation make the enterprise managers think about how to deal with, subtraction is an appropriate choice, lose those design not of much value to the customer, lose those factors influence consumer making decision , especially to lose those product increase the enterprise cost and is difficult to obtain profit. Regression of customer value to think is worth to advocate and adhere to the principle, in an inflationary environment, learn subtraction marketing, and make it as a corporate strategy to treat, can help enterprises understand the change of customer value and to make the solution.。
介绍苹果工作生意英语作文
介绍苹果工作生意英语作文Apple is a company that has revolutionized the tech industry with its innovative products. From the sleek design of its smartphones to the intuitive interface of its tablets, Apple has set a high standard for user experience.The business model of Apple is as iconic as its products. It focuses on creating a seamless ecosystem where hardware and software work harmoniously, enhancing the overall consumer experience. This approach has not only attracted loyal customers but also fostered a culture of continuous innovation.Apple's marketing strategy is another key factor in its success. The company excels at creating hype around itsproduct launches, often using minimalistic and impactful advertising that resonates with a wide audience. This has helped Apple to maintain a strong brand identity.In the educational sector, Apple has made significant inroads. Its devices are widely used in classrooms, offering students and teachers a versatile tool for learning and teaching. The intuitive nature of Apple's software makes it accessible to users of all ages and skill levels.The global reach of Apple is impressive. The company has a strong presence in various markets, adapting its products to meet local needs and preferences. This has allowed Apple tobecome a truly international brand, with a diverse customer base.Sustainability is also a growing focus for Apple. The company is making efforts to reduce its environmental impact, from using recycled materials in its products to investing in renewable energy for its operations. This commitment to sustainability is resonating with environmentally conscious consumers.Apple's customer service is renowned for its excellence. The company's stores, known as Apple Stores, offer a welcoming environment where customers can receive personalized assistance. This focus on customer satisfaction has contributed to Apple's strong reputation.In conclusion, Apple's business practices, innovative products, and commitment to excellence have solidified its position as a leader in the technology industry. As it continues to evolve and adapt to the ever-changing market, Apple remains a symbol of innovation and quality.。
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Apple inc.
Content：
pany background
2.sales strategies
3.sales barriers
4.sugestions
pany background
Apple Inc. (NASDAQ: AAPL; previously Apple Computer, Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The product was sold in 88 countries and areas. The company has earned 5 billion dollars in 6 months in China. And its product iPhone, iPod have been the youths’ favorate digit tools.
Headquarters: Cupertino, California, U.S.
2.Sales strategies.
1)Brand sales
Apple build a very famous brand for its best-designed digit product. Apple make it a culture that using apple means fashion. So apple has build a large fans who were following apple all the time.
2)Cooperate with Mobile Network Operators
For example, iPhone,Apple choose to cooperate with the local mobile network operators such as At&t in US and China Unicom in China. The consumers could pay no money to get a iPhone only if you sign a contact with the operators for using its network. This expand the marketing channel of selling.
3)More retainers and more authorized store
Apple had decided to build 20 more stores in China by the end of 2012. The more stores, the more sales. As a supply, it also provide online sales services.
4)Hunger sales
Every time when Apple put some new products in sales, it is easily to see long queue in front of the store. And even we were often told it is stockout. However, is it really demand exceeds supply? Or we say that they do it on purpose.
Hunger sales make it a situation that their products would be soon sold out if you don’t buy it. Their products could be focused then.
5)Localization strategy
Staff Localization Product Localization Operation Localization ↓ ↓ ↓
Target markets
Staff Localization
Choose the local employees, each into the company to conduct pre-job training employees, even send member, also should have at least 40 hours of training.
3.Sales barriers
1)political barriers
a)The local government to protect local digit company policy, the policy to
protect greatly limits the foreign competitors.
b)Domestic and foreign political relationship to other countries
2)cultural aspects of barriers
The country's social culture and the management idea of our company is potential conflict.
3)High price
It is seen to us that the product of apple is more expensive than the other brand which would influence the sales volume in less developed country.
4)Competitors：MOTOROLA, HTC, SAMSUNG etc
4.Suggestions
1)Give full play to its own advantages, has the individuality competition
2)According to the diversity、Labor，establish mutual trust, and be good at
communication and harmonious relationship between the organizational culture.
3)Specialized training organization staff of public relation and etiquette，to improve
customer service attitude.
4)Competitors attention According to the specific conditions to develop
competitive strategy. Concerned government dynamic, obtain more optimal measure。