关于联想和苹果在营销策略方面的对比研究

随着企业趋向国际化发展和竞争，如何更快更能获取利润的销售产品，越来越受到企业的关注，企业都在争先恐后的开拓销售产品的方法和策略。 
本文共分为五部分。第一部分为研究营销策略的目的。第二部分为营销策略的分类（产品策略，促销策略，价格策略和渠道策略）。第三部分为对比联想和苹果，分析两家公司分别在销售产品过程中实施的策略。第四部分为研究两家企业营销策略的优势和劣势。第五部分为结论，什么样的营销策略更能使消费者青睐产品，为今后越来越多的企业的营销策略提供参考和借鉴。

关键词：营销策略对比；联想；苹果
Abstract

     Enterprises' development and competition has become a tendency of internationalization. More and more companies begin to pay attention to how to sell products more quickly and more lucratively. Thus, such enterprises are pleased to observe the means and strategies for sales. 
     This paper is divided into five parts. The first part is the purpose of study on marketing strategy. The second part is the classifications of marketing strategies (product strategy, promotion strategy，price strategy, channel strategy). The third part is comparison on marketing strategy between Lenovo and Apple. The fourth part is to analyze the advantages and disadvantages of the two companies.The fifth part is the conclusion, observing what  marketing strategy can encourage the customers to buy the products. A successful case can be provided in this paper in order to give a reference to more enterprises.
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Key words: Comparison on marketing strategy; Lenovo ; Apple

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