苹果公司在华营销策略研究

当今社会，经济快速发展，电子时代进程迅猛，现代社会消费电子产品对人们生活影响的作用越来越明显。近年，随着苹果公司多次推出具有划时代意义的产品，似乎整个世界都发生了改变。苹果公司在中国快速成长，席卷了全球市场，在高端电子产品领域一枝独秀。电子产品的日新月异，经济全球化不断深入和发展，营销策略不断创新，激烈的市场竞争下，对于营销理论的应用越来越大。苹果公司创新的市场营销策略是其成功最为关键的因素，本文通过研究苹果公司一系列营销策略，挖掘其成功因素，学习最具价值和创新性的市场营销方法，使我国电子产商能结合自身情况，从而在竞争激烈的市场中谋取一席之地。

关键词：苹果公司；营销理论；市场营销策略
Abstract

In today’s society, with rapid economic development and electronic era, consumption of electronic products in modern society has an increasing influence on people’s lives. In recent years, since the Apple Inc. launched landmark products, everything has changed. Apple Inc. is growing so quickly in China, sweeping the global markets, and has become a market leader in the field of high-end electronic products. Electronic products are changing fast. Economic globalization is growing. Marketing strategies constantly innovate. Under the fierce market competition, the application of marketing theory is becoming more and more important. The innovative marketing strategy of Apple Inc. is the key factor of its success. This article, through research on the marketing strategy of Apple Inc., tries to find the successful factors, introduces the most valuable and innovative marketing methods, and makes enterprises win in the fierce competition. 

Key words: Apple Inc.; Marketing theory; Marketing strategy

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