10363925490600889_手机行业营销策略分析---以苹果公司为例.docx

PAGE\*MERGEFORMATIPAGE\*MERGEFORMATI手机行业营销策略分析----以苹果公司为例内容摘要自智能手机诞生以来，手机产业的格局发生了革命性的变化，逐步进入智能手机时代，手机行业也成为当今最热门的行业之一，各种品牌手机层出不穷，各种品牌手机竞争也渐渐白热化，企业家们分析行业特点及国内国际环境，运用各种促销手段努力使自己的产品在市场上能占一席之地。而苹果（APPLE）作为IT界的传奇品牌，从1976年创立至今，已历经三十载。成长的过程中尽管危机不断，却总能绝处逢生、化险为夷。iphone手机的成功源自于苹果公司的对技术研发和对创新的坚持，当然离不开有效的营销计划的制定。本文以苹果公司为例，利用4P营销策略组合中的促销理论，通过介绍苹果公司及其产品，分析了其营销现状，并进一步指出了其不足之处，及改进建议，通过这些分析和建议。希望能够为苹果公司市场营销工作提供了有价值的参考和建议并能通过这些分析来帮助我国国产品牌得到更好更适合自己品牌的营销经验。关键词：手机营销促销策略苹果公司分析PAGE\*MERGEFORMATIVAbstractSincethebirthofintelligentmobilephone,revolutionizedthemobilephoneindustrypattern,graduallyenteredtheeraofintelligentmobilephone,mobilephoneindustryhasalsobecomeoneofthemostpopularindustryofvariousbrandsofmobilephonebrandmobilephonealsoemergeinanendlessstream,thecompetitiongraduallyintensified,entrepreneursandindustryenvironmentanalysischaracteristicsofdomesticandinternational,withavarietyofpromotionaltoolstomaketheirowntheproductsinthemarketcanoccupyaspaceforoneperson.AndAPPLE,alegendarybrandintheITworld,hasgonethroughthirtyyearssinceitwasfoundedin1976.Althoughtheprocessofgrowingcrises,butalwayssnatchedfromthejawsofdeath,changedangerintosafety.ThesuccessoftheiPhonehandsetderivesfromtheAppleCorp'sinsistenceontechnologydevelopmentandinnovation,andofcourseitisinseparablefromtheformulationofeffectivemarketingplans.TakingAppleCorpasanexample,thispaperanalyzesthemarketingstatusofAppleCorpanditsproductsbyintroducingthesalespromotiontheoryof4Pmarketingstrategy,andpointsoutitsshortcomingsandsuggestionsforimprovement.IhopeitcanprovidevaluablereferencesandsuggestionsforAppleCorp'smarketingwork,andhelpChina'sdomesticbrandsgetbetterandbettermarketingexperienceoftheirbrandsthroughtheseanalyses.Keywords:MobilemarketingPro