苹果公司的营销战略对国内IT企业的启示The Inspiration of Apple’s Marketing Strategy to Domestic IT Enterprises
本文通对美国高科技公司——苹果公司的营销战略进行深度剖析、研究与讨论，总结出其对国内IT企业的诸多启示，从而推动其发展。首先，文章对苹果公司的背景及现状做了简要介绍。其次，通过相关文献资料对苹果公司的营销策略做出调查分析，从而深入研究苹果公司在国内智能手机市场甚至IT市场占据主导地位的几个主要原因。最后，通过以上研究及分析，总结出其对国内IT企业的启示。国内IT企业应正确定位销售渠道并抓住产品创新先发效应。若想超越苹果公司，成功在国内IT市场占据领导者地位，它们必定要经历产品技术创新并以消费者体验感受为中心。
关键字：营销战略；创新；启示
Abstract
This paper through the US high-tech companies - Apple's marketing strategy and other aspects of the depth of analysis, research and discussion, and summed up a lot of inspiration for domestic IT companies, thus promoting its development. First of all, the paper makes a brief introduction of Apple’s background and current situation. Secondly, by the correlative literature, it investigates, analyzes Apple’s marketing strategy and conducts an in-depth research of the main reasons for Apple’s occupation of the domestic smart phone market and even IT market. Finally, through the above research and analysis, it sums up the inspiration for domestic IT enterprises. The domestic IT enterprises should locate the sales channels correctly and seize the products innovation leading effect. If they want to go beyond the Apple and occupy a major position in the domestic IT market successfully, they must undergo product technology innovation and focus on the feelings of consumers’ experience.
Key words: marketing strategy; innovation; inspiration
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