發(fā)布時(shí)間：2018-04-21 12:02

  本文選題：蘋果 + Iphone�。� 參考：《華東理工大學(xué)》2014年碩士論文

【摘要】：近幾年,隨著互聯(lián)網(wǎng)應(yīng)用的發(fā)展,手機(jī)產(chǎn)業(yè)的發(fā)展也非常迅速,新的營(yíng)銷模式和新的技術(shù)產(chǎn)品層出不窮,一個(gè)營(yíng)銷模式的創(chuàng)新帶來的效果,有時(shí)不亞于企業(yè)在技術(shù)、產(chǎn)品或管理制度等方面的創(chuàng)新。美國(guó)蘋果公司推出新產(chǎn)品并在產(chǎn)業(yè)鏈上構(gòu)造的“”商業(yè)模式創(chuàng)新,獲得了巨大的競(jìng)爭(zhēng)力,推動(dòng)著整個(gè)產(chǎn)業(yè)模式的進(jìn)行變革,蘋果公司的成功案例非常值得中國(guó)消費(fèi)電子企業(yè)學(xué)習(xí)研究。 文章以美國(guó)蘋果公司的商業(yè)模式為研究對(duì)象,以營(yíng)銷模式理論為依據(jù),首先對(duì)蘋果公司的戰(zhàn)略環(huán)境進(jìn)行SWOT分析,并對(duì)蘋果手機(jī)的營(yíng)銷環(huán)境進(jìn)行詳細(xì)分析,得出營(yíng)銷模式創(chuàng)新是蘋果公司的必然選擇。深入剖析蘋果公司獨(dú)特的營(yíng)銷方式,即：品牌營(yíng)銷、產(chǎn)品創(chuàng)新、渠道營(yíng)銷、饑餓營(yíng)銷、口碑營(yíng)銷、體驗(yàn)營(yíng)銷等策略,總結(jié)美國(guó)蘋果公司的營(yíng)銷策略,尋找蘋果公司的成功對(duì)我國(guó)電子消費(fèi)企業(yè)以及電信運(yùn)營(yíng)商借鑒意義。
[Abstract]:In recent years, with the development of Internet applications, the mobile phone industry has also developed very rapidly. New marketing models and new technological products are emerging in endlessly. The effects of a marketing model innovation are sometimes no less than those of enterprises in technology. Innovation in product or management system. The "innovation" of the business model created by Apple Inc., which introduced new products and constructed on the industrial chain, has gained tremendous competitiveness and promoted the transformation of the entire industrial model. Apple's success story is well worth learning from Chinese consumer electronics companies. Based on the theory of marketing model, this paper analyzes the strategic environment of Apple by SWOT, and analyzes the marketing environment of Apple mobile phone in detail, taking the business model of Apple Corporation as the research object and the theory of marketing mode as the basis. The conclusion is that the innovation of marketing mode is the inevitable choice of Apple. This paper deeply analyzes the unique marketing methods of Apple, that is, brand marketing, product innovation, channel marketing, hunger marketing, word-of-mouth marketing, experience marketing and so on. Looking for the success of Apple is of great significance to China's electronic consumer enterprises and telecom operators.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.63;F274

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