苹果公司营销策略分析
苹果公司营销策略分析
摘要
营销策略是一个公司为实现其创造的产品和价值以满足个人和团体需要的社会和管理过程，按照4P理论划分为产品策略，定价策略，分销渠道策略以及促销策略。本文通过iPad为例，从以上四个方面结合理论和具体财务报表分析了苹果公司的具体营销策略。并得出其创新和重点的营销方向在于产品策略中重视其产品的核心竞争力，以及促销策略中重视产品的广告推广和实体体验。希望通过分析能给中国相关企业以一定启示。
关键词：营销策略 苹果公司 平板电脑
Marketing Strategy of Apple Inc.
ABSTRACT
Marketing strategy is a social and management way for enterprises to realize their products and value to satisfy needs from individuals and groups. In 4P theory it is divided into product strategy, pricing strategy, distribution strategy and promotion strategy. This thesis has taken iPad as a case by applying these theories and detailed statistics to study Apple’s marketing strategy. As a conclusion, its marketing strategy is focusing on product strategy by strengthening product core competitiveness and promotion strategy by advertisement and offering experience in stores. Hopefully this thesis can contribute to the enterprises in China.
Keywords: marketing strategy Apple Inc. tablet PC
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