本文選題：蘋果 + 品牌營銷　； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：經(jīng)濟全球化將各國企業(yè)放在同一平臺,導(dǎo)致國際市場競爭日趨白熱化,隨著產(chǎn)品同質(zhì)化越來越嚴重,企業(yè)間的競爭已經(jīng)由“產(chǎn)品競爭”轉(zhuǎn)變?yōu)椤捌放聘偁帯薄Ｆ放谱鳛槠髽I(yè)的隱形資產(chǎn),具備獲得超額利潤的溢價能力,也作為企業(yè)在國際市場上的核心競爭力,為企業(yè)構(gòu)建了競爭壁壘。強勢品牌的構(gòu)建關(guān)鍵在于有效的品牌營銷。因此,品牌營銷在一定程度上決定了企業(yè)的興衰成敗。自中國加入世貿(mào)組織之后,國際大牌紛紛涌入中國,它們憑借自身強勁的品牌優(yōu)勢開展品牌營銷,以此建立用戶基礎(chǔ)、搶占市場份額、獲得高額利潤。中國品牌面對如此猛烈的品牌沖擊,若不能采取行之有效的策略來增強品牌競爭力,必然會被國外品牌所取代。因此,一個優(yōu)越的品牌營銷經(jīng)驗對提升中國品牌來說十分必要。蘋果公司作為一家全球頂尖的高科技公司,從個人電腦單一產(chǎn)品線發(fā)展成集手機、平板、手表等多元化電子產(chǎn)品組合,創(chuàng)立了享譽世界的著名品牌,這些都與蘋果有效的品牌營銷策略緊密相關(guān)。目前,蘋果在中國有較高知名度和樂觀的市場份額,在中國采取的品牌營銷策略也十分鮮明,因此分析蘋果在華的品牌營銷策略,對中國企業(yè)有著重要的借鑒意義。本文共分為五個部分。第一部分是緒論,簡要分析了蘋果在華品牌營銷策略的背景和意義、國內(nèi)外相關(guān)文獻的研究、研究思路以及文章的創(chuàng)新點和不足之處。第二部分,梳理了品牌、品牌營銷的概念和意義,重點闡述了品牌營銷的相關(guān)理論,為下文的品牌營銷策略做理論基礎(chǔ)。第三部分,簡單介紹了蘋果公司,闡述了蘋果品牌在中國拓展的幾個重要階段,以及蘋果品牌在中國的發(fā)展現(xiàn)狀。第四部分,是本文最為核心的部分,主要分析了蘋果公司在華市場所實施的一系列品牌策略,包括品牌個性、定位、傳播、本土化、管理等五大品牌策略。第五部分,是本文結(jié)尾章節(jié),主要研究了中國品牌營銷現(xiàn)狀以及中國企業(yè)在品牌營銷時存在的問題,最后針對發(fā)現(xiàn)的問題探討了蘋果在華品牌營銷策略對中國企業(yè)品牌營銷的啟迪。
[Abstract]:Economic globalization puts the enterprises of all countries on the same platform, which leads to the increasingly fierce competition in the international market. With the increasing homogeneity of products, the competition among enterprises has changed from "product competition" to "brand competition". As the invisible assets of the enterprise, brand has the ability to obtain the premium of the excess profit and the core competence of the enterprise in the international market, which constructs the competition barrier for the enterprise. The key to building a strong brand lies in effective brand marketing. Therefore, brand marketing to a certain extent determines the success or failure of the enterprise. Since China's entry into the WTO, international brands have poured into China, they rely on their strong brand advantages to carry out brand marketing, so as to establish a user base, seize market share, and obtain high profits. Faced with such a fierce brand impact, Chinese brands will inevitably be replaced by foreign brands if they fail to adopt effective strategies to enhance their brand competitiveness. Therefore, a superior brand marketing experience to promote the Chinese brand is very necessary. As one of the world's top high-tech companies, Apple has grown from a single product line of personal computers to a diverse portfolio of electronic products such as mobile phones, tablets, watches and so on, creating a world-renowned brand. These are closely related to Apple's effective brand marketing strategy. At present, Apple has a high popularity and optimistic market share in China, and the brand marketing strategy adopted in China is also very bright. Therefore, the analysis of Apple's brand marketing strategy in China is of great significance to Chinese enterprises. This paper is divided into five parts. The first part is the introduction, which briefly analyzes the background and significance of Apple's brand marketing strategy in China, the research of relevant literature at home and abroad, the research ideas, and the innovation and shortcomings of the article. The second part, combs the brand, the brand marketing concept and the significance, has elaborated the brand marketing correlation theory emphatically, has made the theoretical foundation for the following brand marketing strategy. In the third part, the author briefly introduces Apple Corporation, expounds several important stages of the development of Apple brand in China, and the current situation of the development of Apple brand in China. The fourth part is the core part of this paper, mainly analyzes a series of brand strategies implemented by Apple in China market, including brand personality, positioning, communication, localization, management and other five brand strategies. The fifth part, which is the end of this paper, mainly studies the current situation of Chinese brand marketing and the existing problems of Chinese enterprises in brand marketing. Finally, the paper discusses the enlightenment of Apple's brand marketing strategy in China to the brand marketing of Chinese enterprises.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F416.6

【參考文獻】

相關(guān)期刊論文 前10條

1 王淑芹;黃子津;;蘋果公司的品牌塑造策略啟示[J];經(jīng)濟研究導(dǎo)刊;2015年10期

2 王叢;;蘋果公司營銷策略解析[J];經(jīng)濟視角(上旬刊);2014年10期

3 徐明;;淺析蘋果公司廣告語的特點[J];才智;2014年13期

4 黃玉璽;;蘋果公司的管理經(jīng)驗及其對中國IT企業(yè)的啟示[J];北京市經(jīng)濟管理干部學(xué)院學(xué)報;2013年04期

5 石夢菊;;品牌延伸理論研究綜述[J];經(jīng)濟研究導(dǎo)刊;2013年14期

6 韓茹;;中國企業(yè)創(chuàng)新思考——以蘋果公司為案例[J];黑龍江科技信息;2013年09期

7 姜利珠;鄧瑞;;蘋果公司品牌戰(zhàn)略的解讀[J];時代金融;2012年30期

8 段新桐;;蘋果公司營銷策略分析[J];商場現(xiàn)代化;2012年30期

9 王春香;;蘋果公司成功的奧秘及對中國企業(yè)的啟示[J];遼寧經(jīng)濟管理干部學(xué)院(遼寧經(jīng)濟職業(yè)技術(shù)學(xué)院學(xué)報);2012年03期

10 李馨童;趙曉明;;蘋果公司企業(yè)文化對企業(yè)發(fā)展的影響[J];現(xiàn)代交際;2012年05期

，

本文編號：2112700