苹果手机在中国市场的营销策略研究及启示

苹果手机在中国市场的营销策略研究及启示

摘要

在电子市场竞争日趋激烈的今天，iphone公司的产品营销不断的取得一个又一个的胜利，这与它的营销策略是分不开的。本文就以iphone公司iphone手机的营销为例对iphone公司的营销策略进行分析与论述。文章首先对iphone公司进行了简单阐述，继而分析了iphone公司市场定位和市场现状现状，归纳总结了iphone公司市场营销特征。在第三章，主要以我国市场为主，分析了iphone 市场营销环境，以及对其展开SWOT分析，在第四部分，根据前面的分析，总结iphone公司市场营销策略对我国国产品牌手机厂商的启示，以期促进国内手机厂商营销策略的改进和创新。

【关键词】iphone手机；市场营销；营销策略

Abstract

Today, with the increasingly fierce competition in the electronic market, iPhone's product marketing has been winning one after another, which is inseparable from its marketing strategy. This article takes the marketing of iPhone iPhone mobile phone as an example to analyze and discuss the marketing strategy of iPhone company. This paper first gives a brief account of iPhone company, then analyzes the market positioning and market status quo of iPhone company, and summarizes the marketing characteristics of iPhone company. In the third chapter, mainly on China's market, analyzes the marketing environment of iPhone, and the SWOT analysis, in the fourth part, according to the previous analysis, summarizes the Enlightenment of iPhone's marketing strategy on China's domestic mobile phone brand manufacturers, in order to promote the improvement and innovation of domestic mobile phone manufacturers marketing strategy.

Key words： iPhone mobile phone; marketing; marketing strategy