苹果公司产品创新和营销战略

APPLECOMPANYPage2ProductinnovationAPPLECOMPANYMarketingstrategyProductinnovationMACIPhoneWATCHIPAD1Accessibility辅助功能2Technologyinnovation技术创新3Environmentresponsibilty环境责任ProductinnovationofIPhoneAccessibilityWebelievethatscienceandtechnologyshouldleteveryonecanbenefitfromit.我们深信，科技应该让人人都能从中受益Reallystrongscienceandtechnology,shouldbetoleteveryone,includingpeoplewithdisabilities,everyonecanenjoythescienceandtechnology,andfullengagementtowork,thecreation,communication,fitnessandentertainment.So,weneverforafew,evenmostofthepeopleanddevelopproducts.Because,ourproductdesignisforeveryone.真正强大的科技，应该是让每一个人，包括残障人士在内的每一个人都能享受的科技，并能以此来全情投入地工作、创作、沟通、健身和娱乐。所以，我们从不会为少数人，甚至是大多数人而开发产品。因为，我们的产品设计是为了每一个人。AccessibilityThephysicaltrainingontheAppleWatchAppNow,AppleWatchforwheelchairuserstocalculatethefitnessdata.Physicaltrainingappandfitnessrecordappwillmeasurethenumberoftimesyouturnthewheelchair,ratherthansteps,caninspireyoutokeepmotivation.现在，AppleWatch能专门为轮椅使用者计算健身数据。体能训练app和健身记录app会测量你转动轮椅的次数，而不是步数，从而激励你保持动力。AccessibilityMacswitchcontrolWiththeaidofswitchcontrolfunction,youcanusethetoggleswitch,controlrodorotheradaptiveequipmenttocontrolthecontentonthescreen.借助切换控制功能，你能使用切换开关、控制杆或其他自适应设备来控制屏幕上的内容。AccessibilitySiriWithSiri,youcanuseyourvoicetocontrolallkindsofsupportHomeKitaccessories.Turnonthelight,makecoffee,pullthecurtainoradjustthethermostat,justsayitout,itcando.有了Siri，你就能用自己的语音来控制各种支持HomeKit的配件。无论是开灯、做咖啡、拉窗帘还是调整恒温器，只需说出来，它就能办到AccessibilityVoice-OverVoice-Overcanyoudescribethecontentonthescreen,evenwhenyoutakepicturescangiveyouhints.Whenyouviewthepictures,itcanalsoidentifyoffacialexpression,sceneandspecificobjects.Voice-Over能为你描述屏幕上的内容，甚至在你拍照时也能给你提示。当你查看拍摄的照片时，它还能识别出照片中人物的面部表情、场景和特定物体。environmentresponsibilityApple'sbusinessphilosophyApple'smarketingphilosophyreflectsthemarketingconcept,accordingtothecustomer'sneedsanddesiresastheguidance.ThesuccessofJobstendtobecustomeroriented,basedontheunderstandingofhumannature,graspthedetailsofthepeople'sdesireanddemand,andmarketingtheperfectionallthewaytohumannature.1Hungermarketing饥饿营销2Experiencemarketing体验营销3Viralmarketing病毒营销4Monopolizemarketing独占式营销MarketingstrategyPart1HungermarketingMarketingstrategyHungermarketing,usedinthecommercialpromotionofgoodsorservices,isreferstothecommodityproviderintendstocutproduction,inordertoachievecontrolofsupplyanddemand,manufacturinginshortsupplyillusion,inordertomaintaintheproductimageandmaintainahighcommoditypriceandprofitmarginsofmarketingstrategy.HungermarketingEveryyearbeforeappleproductlaunch,applewillbeensured,butalsosecret,whettingtheappetitesofFansallovertheworld,peoplewaiting,speculationaboutthenewfunction,newappearanceandsoon.Asaresult,itaggravatedthecuriosityofpeople,allwanttoseeitfirst.每年在苹果新品发布会之前，苹果公司都会放出口风，但是却又讳莫如深，闭口不谈，这就吊起了全世界粉丝的胃口，人们翘首以待，纷纷猜测其新功能、新外形，这更加剧了人们的好奇心，都想一睹为快。Apple'smarketingisnotasimplehungerfortheIPhone,buttheextremehungermarketing,firsttheyignored,onlytellthemarket,therewillbeanewIPhoneinterview,butafteralongtimefortheIPhonealmostnoinformation,waituntilthemarketextremelyeagertogetproductinformationfromvariouschannels,abriefintroductionontheIPhone.UntiltheIPhoneofficiallylisted,theadvertisementwasoverwhelming,throughavarietyofwaystoletyouseeeveryday,seeeverywhere.Theextremecontrast,letconsumerslikethelongdroughtmeetsweetdew,suddenlyhadagreatinterestontheIPhoneandimpulsivepurchase,therebyachievingsuccess.苹果公司对IPhone的营销并非简单的饥饿营销，而是极端的饥饿营销，它们先是避而不谈，只告诉市场，将有新产品IPhone面试，但是之后的很长时间对于IPhone的信息近乎没有，等到市场极端渴望从各种途径获得产品信息时，再对IPhone进行简单介绍。等到IPhone正式上市之后，其广告便铺天盖地，通过各种形形色色的途径让你天天看到、处处看到。这种极度的反差，让消费者犹如久旱逢甘露，突然间对IPhone产生了极大的兴趣与购买冲动，从而获得成功.IPhonePart2ExperiencemarketingMarketingstrategyExperiencemarketingTheexperientialmarketingistomakeconsumersinvolved,makeitfeelfullytheperformanceoftheservicesorproducts,soastoarousetheenthusiasmofthepurchase.Experientialmarketinghasbrokenthetraditionalmarketingrules,consumersnolongerhaveacanonlyfarviewfeeling,canclosecontactandproductalsomaketheconsumptionbecomeakindofenjoyment.Appleisuniqueinthisrespect,italwaysmakesconsumershaveuniquemysteriousfeeling.Thecompanysetupalotofexperiencestore,wherecustomerscanaskquestionsrelatedtotheproduct,canobtaintheinformationofnewproducts,alsocanexperienceofnewproducts.Eachlaunchanewproduct,applehasexperienceinmarketingofcreditis,ofcoursethequalityiscloselyrelatedwithitsservice.在这方面苹果公司可谓是独树一帜，它总能让消费者有独特的神秘感受。苹果公司设立了很多体验店，在那里，顾客可以询问与产品有关的问题，可以获得新产品的信息，也可以体验新产品。苹果公司每推出一款新产品，体验店在营销方面的功劳可谓功不可没，当然这与其服务的质量息息相关。ExperiencestoreofAppleExperiencestoreofApplePart3ViralmarketingMarketingstrategyViralmarketingViralmarketingalsocalledWordofmouthmarketing.Thereasonisthatthepropagationspeedfast,lowcost,biginfluence.Forexample,alargeshareoftheIPhoneusersarelikeeachother.Dynamicyoungpeople,theywerethefirsttoexperiencetheproductreliabilityandsuperiorityofaudience.Enjoythefirsttimetotheirrelativesandspreadfunctionanduseoftheproducts.病毒营销也叫“口碑营销”。究其原因是其传播的度快、成本低、影响力大。IPhone的用户有很大部分是喜欢互动的年轻人，他们是最先体验产品的可靠性、优越性的受众,也乐于第一时间向自己的亲朋传播产品的功能和使用心得。ViralmarketingTheIPhone'sm