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摘要消费型电子产业发展迅猛，伴随着互联网营销的蓬勃发展，新型营销战略及贴合这个新时代的电子产品不断涌现，在这样一个年轻人喜爱新型营销模式的时代下，具有创新性文化附加值及社会责任感的营销战略所带来的效果往往会让企业获得比在技术、产品或者管理制度等方面创新更好的效益。苹果公司的核心竞争力在于推出新产品的同时构造与产品相辅相成新型营销战略，推动了整个产业模式的变革获得在市场中开创者及龙头地位。苹果公司成功的案例值得所有的中国企业学习研究。30863
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本文以苹果公司的产品案例：iPhone的营销战略为研究对象。以营销战略理论为根据，对苹果公司的营销环境进行分析，并对处于产业链上的供应商价值链、顾客价值链、企业价值链、渠道价值链进行总体分析，以求发现市场需求，得到营销战略创新是苹果公司成功的关键。并以此探索未来新型营销战略发展的方向并得出营销战略创新的根本目的是：实现企业核心竞争力和为顾客出创造价值。
毕业论文关键词：新型营销战略，苹果公司，创新
The analysis of Apple Corp marketing strategy
abstract
Consumer electronics industry is developing rapidly, along with the rapid development of Internet marketing and new marketing strategy and fit the new age of electronic products continue to emerge, in such a young man love era of new marketing mode, with innovative cultural added value and social responsibility of marketing strategy effect tend to let the enterprise obtain benefits in technology, products and management system innovation better than. Apple's core competitiveness lies in the launch of new products at the same time structure and products complement each other new marketing strategy, promote the whole industry pattern of changes in the market pioneer and leading position. The successful case of Apple Corp is worth all the study of Chinese enterprise.
This paper takes two product cases of Apple Corp: iPod and iPhone marketing strategy as the research object.. On marketing strategy theory as basis, of Apple's marketing environment analysis, and analyzes the overall in the industrial chain of the supplier value chain, customer value chain, enterprise value chain, channel value chain, in order to find out the market demand, marketing strategy innovation is the key to the success of the apple. And in order to explore the direction of the development of new marketing strategy and the fundamental purpose of marketing strategy innovation is: to realize the core competitiveness of enterprises and create value for customers.
Key word:New marketing strategy, Apple Corp, innovation
目录
1.1研究背景 4
1.2研究方法 4
2. 1营销理论概述 5
2. 1. 1 4P理论 5
2. 1. 2 4C理论 6
2. 1. 3 4R理论 6
2. 1. 4现代企业对于营销理论的运用 6
2. 2营销导向 7
2. 2. 1关系导向 7
2. 2. 2消费者导向 7
2. 2. 3竞争导向 7
2. 2. 4多种导向的运用 8
3.1消费电子产业的发展概况和趋势 8
3. 1. 1消费电子产业的发展概况 8
3. 1. 2消费电子产品的发展趋势 8
3.2苹果的营销环境分析 9
3. 2. 1手机营销环境分析 9
3. 2. 2苹果手机营销环境分析 9
4.1苹果iPhone的市场营销策略分析 10
4. 1. 1苹果公司SWOT分析 11
4. 1. 2品牌营销策略 12
4. 1. 3产品创新策略 13