论苹果公司全球化品牌战略

随着世界经济的发展，经济全球化逐渐蔓延。各个行业在快速发展的同时又面临着激烈的竞争。品牌作为一种特殊的无形资产具有更高的价值。因此，品牌战略在激烈的市场竞争中起着至关重要的作用，品牌效用在市场竞争中有着重要地位。一个成功的品牌战略可以为企业带来丰厚的利润，与此同时，成功的品牌战略需要长期的价值保证。本文以苹果公司为例对品牌战略的几个主要模型进行了主要的论述。包括品牌定位、品牌延伸、差异化品牌战略、品牌组合战略、企业文化。本文提出了苹果公司对主要竞争的对手的启示和企业的品牌战略进行深入的探讨。如何在激烈的市场竞争中建立正确的品牌战略提出了建议。

关键词：品牌战略；品牌定位；企业竞争
Abstract

     As the world’s economy and society develop, economy globalization spreads rapidly. Enterprises are developing rapidly in fast development, while facing fierce competition. Brand is a special kind of intangible assets with higher value. Therefore, brand strategy in the fierce competition in the market plays a more and more important role. No doubt, successful brand strategy can drive an enterprise overall increased sales and profits growth. Furthermore, creating a successful brand strategy requires long-term research and probe. This paper takes Apple as an example. This paper defines that brand strategy was a system, including brand positioning strategy, brand extension strategy, differentiation strategy strategy, combination strategy and brand culture strategy. This paper illustrates the enlightenment of Apple on the main competitors and makes in-depth discussions on brand strategy. This paper puts forward many suggestions on how to establish right brand strategy in the competition market.
Key Words: brand strategy; brand positioning; competition

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