苹果公司创新案例分析(英文)

Conclusion and Evaluation:
Innovation is necessary to promote the development of a company. A company should not only focus on the innovation of its products ,but pay more attention to its business models.
The innovation Culture of Apple Inc.
Name：GAO YUETING
Date: 11/09/2014
Contents
Introduction and Development History of Apple Inc. The definition and content of innovation The innovation culture of Apple Inc. Conclusion and Evaluation
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: http://en.wikipedia.org/wiki/Apple_Inc.[Accessed In 10th September 2014]
2015-4-3 营销管理中心 4
Apple’s innovation model
Concept innovation
Product innovation
Innovation of marketing pattern
Concept innovation
Well-designed products can change this field or world
Design
Marketing
Apple not only sell products ,but also stand for one concept ,brand image, service, fashion or certain status
characteristics of product innovation
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.
Development History
1976-1980:Founding and incorporation
1990-1999:Decline and restructuring 2007-2010:Success with mobile devices
2011-present:Acqusitions and expansion
• Appearance
• Focus on customer needs • Performance:software+Handware
marBiblioteka Baidueting pattern
Hunger marketing
Experience marketing
Word-of mouth marketing
Hunger Marketing
Definition and content of Innovation
Enterprise innovation is a restructuring process of production elements.(Schumpeter,1908) It consists of 5 aspects: import new products adopt to new production models exploit new market explore or use new raw materials adopt to new organizational forms
‘Hunger Marketing’model of Apple
Publicize and promote
Research and Development
Customer desire
Distributi on Channel
Word-of-mouth Marketing
It is the application of effective means that lead customers talking about their products, services and corporate image, and motivate customers to introduce and recommend their products to the surrounding population.