苹果手机营销策划方案-2

摘要iPhone正式发布标志着手机革命进入一个新时代，手机功能变得越来越强大。iPhone将彻底刷新手机的概念，具有目前其他手机无法比拟的强大功能。2010年9月25日，iPhone手机正式在中国内地发售。着实引发了一股“苹果热”的潮流，本文通过介绍苹果公司及手机行业市场状况，分析了苹果公司新产品iPhone手机的目标市场选择和产品定位，指出了苹果公司及iPhone的主要竞争优势。然后，通过对iPhone市场营销组合对策和主要营销方案进行详细分析，确立了公司对iPhone产品的营销渠道的选择和营销对策，并通过制定合理严密的零售运营和客户关系管理的制度及政策，使iPhone上市推广计划能够得到有效地执行和对执行结果合理及时的考评、控制及更新，为iPhone的市场推广得以成功奠定了良好的基础；更为苹果公司市场营销工作提供了有价值的参考和建议。关键词：苹果；iPhone；营销；策略哈尔滨理工大学远东学院毕业论文设计1AbstractIPhonemarkstheofficiallaunchofmobilephonerevolutionenteredanewera,mobilephonefunctionisbecomingmoreandmorepowerful.TheconceptofiPhonewillbecompletelyrefreshthemobilephone,themobilephonehaspowerfulfunctionofotherincomparable.InSeptember25,2010,iPhonemobilephonereleasedinmainlandchina.Itledtoahottrend,throughtheintroductionofAppleCorpandthemobilephoneindustrymarketstatus,analysisofthetargetmarketselectionandproductpositioningAppleCorp'snewiPhonemobilephone,pointsoutthemaincompetitiveadvantageofAppleCorpandiPhone.Then,throughthedetailedanalysisofiPhonemarketingstrategyandmarketingplan,establishesandmarketingstrategyofiPhoneproductsmarketingcompany,andthroughthedevelopmentofinstitutionalandpolicyreasonablytightretailoperationsandcustomerrelationshipmanagement,iPhonemarketingplancanbeperformedontheresultisreasonableandtimelyevaluation,controlandupdateperformseffectively,successhaslaidagoodfoundationfortheiPhonemarketpromotionto;providesvaluablereferenceandsuggestionfortheAppleCorpmarketingwork.Keywords:Apple's;iPhone;marketing;strategy哈尔滨理工大学远东学院毕业论文设计2目录摘要....................................................................................................................................................0ABSTRACT............................................................................................................................................1一、苹果公司介绍及手机行业市场状况..............................................................................................3（一）苹果公司介绍........................................................................................................................3（二）IPHONE产品介绍.....................................................................................................................3二、IPHONE目标市场的选择和产品的定位.....................................................................................4(一)市场细分.......................................................................................................................................4（二）目标市场..................................................................................................................................5（三）市场定位..................................................................................................................................5（四）产品定位..................................................................................................................................6三、苹果手机竞争地位分析..................................................................................................................6（一）优势分析（STRENGTHS）........................................................................................................6（二）劣势分析（WEAKNESSES）.....................................................................................................7（三）机会分析（OPPORTUNITIES）..................................................................................................8（四）威胁分析（THREATS）............................................................................................................8四、苹果手机的营销策略分析............................................................................................................8（一）苹果产品营销策略战略管理.................................................................................................8（二)营销手段和策略.........................................................................................................................91．iPhone上市前的创新饥饿式营销策略...................................................................................92．iPhone上市后的品牌营销和体验营销相结合的策略.........................................................103．iPhone营销中产品生命周期理论与策略的创新应用.........................................................10五、苹果公司的营销渠道的选择和营销模式....................................................................................11（一）营销渠道的选择..................................................................................................................11（二）运营商定制战略..................................................................................................................12（三）中国联通的移动互联网市场战略........................................................................................12（四）与中国联通基于无线互联市场战略的双赢合作................................................................13总结..................................................................................................................................................15致谢................................................................................................................................................16参考文献..............................................................