摘 要:随着移动通信技术的高速发展,移动手机已成为消费者最受欢迎的电子产品之一。苹果公司作为一家全球知名的电子产品生产企业,于2007年推出了苹果手机,成为当前最畅销的手机产品之一。苹果手机的成功不仅归功于优质的产品质量与性能,同时也归功其成功的营销策略。基于此种情况,本文对苹果手机的营销策略展开了深入研究。首先介绍了苹果手机简介及手机行业市场环境;然后通过苹果手机的营销现状分析了苹果手机的优势、劣势与面临的机遇、威胁;接着对苹果手机的营销策略进行了深入探讨,包括产品策略、价格策略、渠道策略与促销策略;最后探讨了苹果手机的营销策略对国内电子消费企业与电信运营商的启示。27859 毕业论文关键词:苹果手机;产品策略;价格策略;渠道策略;促销策略
Study on the Marketing Strategy of IPhone
Abstract:With the rapid development of mobile communication technology, mobile phone has become one of the most popular consumer electronic products. Apple Corp is a global leading electronic products manufacturing enterprises,in 2007 the introduction of the apple mobile phone,mobile phone has become one of the best-selling products. The success of Apple mobile phone not only due to the quality of product quality and performance,but also because of its successful marketing strategies. Based on this situation, this paper for Apple mobile phone marketing strategy are studied. First introduced the apple mobile phone and mobile phone industry market environment; then through the apple mobile phone marketing status of apple mobile phone,the opportunity and threat; then the apple mobile phone marketing strategy are discussed,including product strategy,price strategy,channel strategy and promotion of Gerzello; finally discusses the apple mobile phone the marketing strategy of the domestic consumer electronics companies and telecom operators inspiration.
Key Words: IPhone; Product Strategy;Price Strategy;Channel Strategy; Promotion Strategy
目 录