苹果公司在中国市场的营销策略

随着全球互联网电子商务和科技的高速发展，电子产品成为了人们生活中必不可少的一项产品；衣食住行我们借助于电子产品这项工具，手机电脑电子书等等都成为了我们生活的必需品。众所周知，美国苹果公司是全球最具有价值的品牌，2008年苹果公司通过授予中国联通在中国的销售权来打开中国的市场大门。然而苹果公司在全球市场发展中也存在着一些问题，例如售后服务不够到位、价格高昂等。本文将分为四个部分进行对苹果公司的营销策略进行论述；第一个部分将通过对苹果公司的市场进行详细的介绍；第二部分将通过先前大量对苹果公司在全球市场营销策略的文献进行分析；第三部分将查阅相关苹果营销策略等资料，从而总结出苹果在全球以及中国市场营销策略的优势与不足；第四部分将对苹果公司的营销策略进行总结与论述。

关键词：苹果;电子产品;市场营销策略
 

Abstract

With the high-speed development of global Internet technology e-commerce and science. In life, electronic products has become the people indispensable equipment our study and work need to use mobile phone and computer. As we all know ,the Apple is the world’s most valuable brand of electronic products. In 2008 the company awarded the China Unicom’s rights in China. However ,it also exist some high profile problems, customers are not satisfied with the Apple’s after-sales service the price of Apple products is on the high side. This article has four chapters, the first chapter for apple introduced in detail; The second chapter through the analysis of a large number of literatures of the strategy of Apple in global and the third chapter Apple’s marketing strategies related information sums up the Apple’s advantages and problems of marketing strategy in global and China; The last chapter to summarize of Apple's marketing strategy.   

Key Words: Apple ; electronic products ; marketing strategy

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