【正文】 沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文 I 摘 要 2022 年第一部 iPhone 的上市引起了市場(chǎng)的巨大轟動(dòng)，憑借著其精心設(shè)計(jì)的外觀和創(chuàng)新的全觸控操作吸引了一大批的忠實(shí)用戶，拿著蘋果手機(jī)變成了一種時(shí)尚，很快在手機(jī)行業(yè)占據(jù)了相當(dāng)?shù)氖袌?chǎng)份額。蘋果的這一產(chǎn)品取得如此巨大的成功是很多因素促成的，文中筆者主要從其市場(chǎng)營(yíng)銷組合策略方面進(jìn)行分析研究，一方面希望從中學(xué)到其成功的經(jīng)驗(yàn)，另一方面希望能對(duì)我國(guó)的手機(jī)企業(yè)在以后的市場(chǎng)營(yíng)銷活動(dòng)有所幫助。 本文分六部分?jǐn)⑹?，第一部分是蘋果公司情況概述，包括公司簡(jiǎn)介、主要業(yè)務(wù)及手機(jī)業(yè)務(wù)的介紹；第二部分是本文使用的市場(chǎng)營(yíng)銷組合策略理論 的概述；第三部分市場(chǎng)競(jìng)爭(zhēng)分析，包括市場(chǎng)分析、競(jìng)爭(zhēng)分析及 SWOT 分析；第四部分介紹了蘋果公司 的市場(chǎng)營(yíng)銷組合策略；第五部分分析市場(chǎng)營(yíng)銷組合策略中存在的問(wèn)題和不足；第六部分針對(duì)以上的問(wèn)題和不足提出了相應(yīng)的對(duì)策和建議。 關(guān)鍵詞 ：營(yíng)銷組合；蘋果公司； 蘋果手機(jī) 沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文 II Abstract The first iPhone handsets in the market caused a huge sensation, with a look of its welldesigned fulltouch operation and innovation to attract a large number of loyal customers, took the apple phone into a fashion, and soon the phone industry occupies a considerable market share. Apple made such a hugesuccess because of a large number of factors which contributed to the paper I mainly from marketing mix strategy analysis and study, on the one hand want to learn from its successful experience, on the other hand want to help China phone enterprise marketing activities in the future. This article describes six parts, the first part is an overview of Apple , including pany profiles, key business and introduction of the mobile phone business。 the second part is the outline of marketing mix strategy theory。 the third part is the market petitive analysis, including market analysis, petitive analysis and SWOT analysis。 The fourth section describes Apple39。s marketing mix strategy。 the fifth part is the problems and deficiencies of marketing mix strategy。 and the last part is the proposed countermeasures and remendations of the above problems and deficiencies. Keywords: Marketing Mix。 Apple。 IPhone 沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文 III 目 錄 引言 .................................................................................................................................... 1 1 公司概況 ...................................................................................................................... 2 蘋果公司簡(jiǎn)介 ................................................................................................... 2 蘋果公司的主要業(yè)務(wù) ....................................................................................... 2 蘋果手機(jī)業(yè)務(wù)介紹 ........................................................................................... 3 手機(jī)業(yè)務(wù)的發(fā)展歷史 ............................................................................ 3 手機(jī)業(yè)務(wù)的現(xiàn)狀 .................................................................................... 5 2 市場(chǎng)營(yíng)銷組合策略概述 .............................................................................................. 6 市場(chǎng)營(yíng)銷組合策略的簡(jiǎn)介 ............................................................................... 6 實(shí)施營(yíng)銷組合策略的意義 ............................................................................... 7 3 手機(jī)市場(chǎng)競(jìng)爭(zhēng)分析 ...................................................................................................... 8 市場(chǎng)分析 ........................................................................................................... 8 競(jìng)爭(zhēng)分析 ........................................................................................................... 9 諾基亞 .................................................................................................... 9 摩托羅拉 .............................................................................................. 10 HTC ...................................................................................................... 10 黑莓 ...................................................................................................... 11 SWOT 分析 ..................................................................................................... 11 4 蘋果手機(jī)的市場(chǎng)營(yíng)銷組合策略 ................................................................................ 14 產(chǎn)品策略 ......................................................................................................... 14 差異化的產(chǎn)品提供了不同的全新的體驗(yàn) .......................................... 14 以用戶為主導(dǎo)的設(shè)計(jì)理念 .................................................................. 14 一體化的產(chǎn)品策略 .............................................................................. 15 iPhone 與 App Store 的循環(huán)促進(jìn) ........................................................ 15 定價(jià)策略 ......................................................................................................... 16 渠道策略 ......................................................................................................... 17 促銷策略 ......................................................................................................... 18 上市前的產(chǎn)品炒作 .............................................................................. 18 沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文 IV 精心的廣告設(shè)計(jì) .................................................................................. 19 精明的宣傳活動(dòng)策劃 .......................................................................... 20 5 營(yíng)銷組合策略中存在的問(wèn)題 .................................................................................... 21 產(chǎn)品策略上存在的問(wèn)題 ................................................................................. 21 對(duì)先進(jìn)通訊技術(shù)的利用緩慢 .............................................................. 21 CDMA 制式的手機(jī)推出過(guò)晚 ............................................................. 21 沒(méi)有推出針對(duì)中國(guó)市場(chǎng)的 TDSCDMA 標(biāo)準(zhǔn)的手機(jī) ....................... 22 定價(jià)策略上存在的問(wèn)題 ................................................................................. 22 不同國(guó)家和地區(qū)的售價(jià)差距過(guò)大 ...................................................... 22 App Store 中的軟件價(jià)格過(guò)高 ............................................................. 23 渠道策略上存在的問(wèn)題 ................................................................................. 24 新產(chǎn)品上市初期覆蓋的國(guó)家少 .......................................................... 24 貨源不足 .............................................................................................. 24