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沈阳理工大学学士学位论文I摘要2007年第一部iPhone的上市引起了市场的巨大轰动，凭借着其精心设计的外观和创新的全触控操作吸引了一大批的忠实用户，拿着苹果手机变成了一种时尚，很快在手机行业占据了相当的市场份额。苹果的这一产品取得如此巨大的成功是很多因素促成的，文中笔者主要从其市场营销组合策略方面进行分析研究，一方面希望从中学到其成功的经验，另一方面希望能对我国的手机企业在以后的市场营销活动有所帮助。本文分六部分叙述，第一部分是苹果公司情况概述，包括公司简介、主要业务及手机业务的介绍；第二部分是本文使用的市场营销组合策略理论的概述；第三部分市场竞争分析，包括市场分析、竞争分析及SWOT分析；第四部分介绍了苹果公司的市场营销组合策略；第五部分分析市场营销组合策略中存在的问题和不足；第六部分针对以上的问题和不足提出了相应的对策和建议。关键词：营销组合；苹果公司；苹果手机沈阳理工大学学士学位论文IIAbstractThefirstiPhonehandsetsinthemarketcausedahugesensation,withalookofitswell-designedfull-touchoperationandinnovationtoattractalargenumberofloyalcustomers,tooktheapplephoneintoafashion,andsoonthephoneindustryoccupiesaconsiderablemarketshare.Applemadesuchahugesuccessbecauseofalargenumberoffactorswhichcontributedtoit.WiththepaperImainlyfrommarketingmixstrategyanalysisandstudy,ontheonehandwanttolearnfromitssuccessfulexperience,ontheotherhandwanttohelpChinaphoneenterprisemarketingactivitiesinthefuture.Thisarticledescribessixparts,thefirstpartisanoverviewofApple,includingcompanyprofiles,keybusinessandintroductionofthemobilephonebusiness;thesecondpartistheoutlineofmarketingmixstrategytheory;thethirdpartisthemarketcompetitiveanalysis,includingmarketanalysis,competitiveanalysisandSWOTanalysis;ThefourthsectiondescribesApple'smarketingmixstrategy;thefifthpartistheproblemsanddeficienciesofmarketingmixstrategy;andthelastpartistheproposedcountermeasuresandrecommendationsoftheaboveproblemsanddeficiencies.Keywords:MarketingMix;Apple;IPhone沈阳理工大学学士学位论文III目录引言....................................................................................................................................11公司概况......................................................................................................................21.1苹果公司简介...................................................................................................21.2苹果公司的主要业务.......................................................................................21.3苹果手机业务介绍...........................................................................................31.3.1手机业务的发展历史............................................................................31.3.2手机业务的现状....................................................................................52市场营销组合策略概述..............................................................................................62.1市场营销组合策略的简介...............................................................................62.2实施营销组合策略的意义...............................................................................73手机市场竞争分析......................................................................................................83.1市场分析...........................................................................................................83.2竞争分析...........................................................................................................93.2.1诺基亚....................................................................................................93.2.2摩托罗拉..............................................................................................103.2.3HTC......................................................................................................103.2.4黑莓......................................................................................................113.3SWOT分析.....................................................................................................114苹果手机的市场营销组合策略................................................................................144.1产品策略.........................................................................................................144.1.1差异化的产品提供了不同的全新的体验..........................................144.1.2以用户为主导的设计理念..................................................................144.1.3一体化的产品策略..............................................................................154.1.4iPhone与AppStore的循环促进........................................................154.2定价策略.........................................................................................................164.3渠道策略.........................................................................................................174.4促销策略.........................................................................................................184.4.1上市前的产品炒作..............................................................................18沈阳理工大学学士学位论文IV4.4.2精心的广告设计..................................................................................194.4.3精明的宣传活动策划..........................................................................205营销组合策略中存在的问题....................................................................................215.1产品策略上存在的问题.................................................................................215.1.1对先进通讯技术的利用缓慢..............................................................215.1.2CDMA制式的手机推出过晚.............................................................215.1.3没有推出针对中国市场的TD-SCDMA标准的手机.......................225.2定价策略上存在