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madeAboutAppleInc.TheintroductionofAppleInc.苹果公司是美国的一家高科技公司，2007年由苹果电脑公司（更名而来，核心业务为电子科技产品，总部位于加利福尼亚州的库比蒂诺。苹果公司由史蒂夫·乔布斯、斯蒂夫·盖瑞·沃兹尼亚克和罗纳德·杰拉尔德·韦恩在1976年4月1日创立，在高科技企业中以创新而闻名，知名的产品有AppleII、Macintosh电脑、Macbook笔记本电脑、iPod音乐播放器、iTunes商店、iMac一体机、iPhone手机和iPad平板电脑等。AppleIncorporatedisahigh-techcompanyoftheUnitedStatesofAmerica,in2007changeditsnamefromtheAppleComputerInc,thecorebusinessofelectronictechnologyproducts,headquarteredinCalifornia,Cupertino。AppleCorpwasfoundedbySteveJobs,SteveGaryWozniakandRonaldGeraldWayneinApril1,1976,inthehigh-techenterprisesininnovationandfamous,well-knownproductsareAppleII,Macintoshcomputer,Macbooknotebookcomputer,iPodmusicplayer,theiTunesstore,iMacmachine,iPhonemobilephoneandiPadtabletcomputer.ThinkDifferent！TheideaandinfluenceofAppleInc.ThinkDifferent是苹果电脑公司的口号，也是每一个人的权利，它是苹果公司为所有的个人所提供的生活理念。ThinkDifferentistheAppleInc'sslogan,alsoistherightofeveryindividual,itistheAppleCorpforallindividualstoprovidelifephilosophy.ThinkDifferent理念，筑就不凡的设计杰夫曾嘲笑乔布斯：“不懂界面，只晓得包装，把苹果变成了一个盒子很漂亮的玩意儿”。然而包装却将苹果推向了成功的宝座。GeofflaughedatJobs:donotunderstandtheinterface,onlyknowpackaging,cuttheappleintoaboxisverybeautiful.However,packagingwillAppletosucceedthethrone.ProductsIPODiPhoneMacOthers不知道是艺术家创造了苹果，还是苹果造就了艺术家！Wedon'tknowthatiftheartistcreatedapple,orapplecreatedtheartist!Notmarketingtosupport.Themoreoftentheunknownthingscoming,peoplearemoreeagertoknowthetruth.MarketingStrategy①postedonapple,applethroughthenetwork,themediapropagandatocreateasenseofmystery,allowscustomerstoAppleproductsfromthefullsenseofexpectation,alsomakessomenewcustomerstoincreasebrandawareness,toachievethedualroleofbrandawarenessandproductpromotion.②sincelisting,themarketforthisproductnomatterhowhighthevoice,theAppleCorphasalwaysadheretothelimitedsupply.Manypeoplemaybebecausecannotbuy,andwanttobuyatry.Somepeopleevenpaymuchtogettheirowndonotunderstandsomething,hewillbesatisfiedwithjoy,sometimesevendon'tknowwhattheywant,butApple'shungermarketingisjusttheuseofpeoplewiththistrend,chasingfashionpsychology.①在苹果新品发布前，苹果通过网络、媒体大肆的宣传营造神秘感，使得顾客对苹果产品从满了期待感，同时使得一些新顾客加大对品牌的认识，达到了品牌宣传与新品宣传的双重作用。②自上市以来,不管市场对这款产品的呼声多高,苹果公司始终坚持限量供应。不少人或许是因为买不到,而想买一部试试。有人甚至花很大的代价得到了自己并不了解的东西,他就会满足于得到的喜悦,有时候甚至不清楚自己想要的究竟是什么,而苹果的饥饿营销则正好利用了人们这种赶潮流、追时尚的心理。③苹果在新品推出时，会有产品演示以及在苹果专门的产品演示展览区内免费体验产品，这样能使的消费者在免费的条件下对产品有深刻的认识，当然这都源于苹果产的绝对优势，使得体验者会产生对产品的喜爱感，从而达到销售目的。④由于产品的优势，使得苹果产品成为了一种时尚产品，因为追求时尚，因此会使得苹果产品长久的热卖④Becauseoftheadvantagesofproducts,makeappleproductsbecomeakindoffashionproducts,becausethepursuitoffashion,sothatlong-termsellingAppleproducts③EveryAppleCorplaunchedanewproductpromotion,willchoosethetheaterisfullofmystery,theproductpromotionthroughtheplayform,arousedcuriosity.Theappleinthenewproductlaunch,willhaveaproductdemonstrationandtheappleproductdemonstrationzonespecializedinfreeproducts,whichwillenableconsumerstohaveaprofoundunderstandingoftheproductinthefreecondition,ofcourse,whicharederivedfromtheabsoluteadvantageofAppleproducts,theexperiencewillhaveontheproductfeeling,toachievethesalesgoal.2013年第三季度苹果产品销售情况现有竞争者间的竞争苹果公司的时间表是严格按照其自身的经营策略和长期目标来制定的，其受市场态势和竞争者状况的影响较轻微，苹果公司总能找到新的市场突破口，掌握主动权，适时推出新产品，占尽市场先机。在电脑硬件方面，主要的竞争对手有惠普、戴尔、联想、宏基等公司；在电脑软件方面，主要有微软、谷歌等公司；在手机方面，有诺基亚、索爱、三星等品牌；在掌上娱乐终端方面，有索尼、爱国者等品牌。对于苹果公司来说，竞争对手逐渐增加，这是一个不好的消息，它们都是实力强大的竞争对手，而且其发展速度都快，占有很大的市场份额，是不容忽视的竞争者。ThecompetitionamongexistingcompetitorsAppleCorpschedulesarestrictlyinaccordancewithitsownbusinessstrategyandlong-termobjectives,itisaffectedbythemarkettrendandcompetitorsituationslightly,theAppleCorpcanalwaysfindabreakthroughinnewmarket,grasptheinitiative,timelyintroductionofnewproducts,bestmarketopportunity.Incomputerhardware,themaincompetitorsareHP,Dell,Lenovo,Acerandothercompanies;incomputersoftware,therearecompaniessuchasGoogle,Microsoft;inthemobilephone,withNokia,SonyEricsson,Samsungandotherbrands;inthehandheldentertainmentterminal,aSony,thePatriotbrand.ForAppleCorp,competitorsgraduallyincreased,thisisnotagoodnews,theyarepowerfulcompetitor,butitsdevelopmentspeedisfast,hasaverylargemarketshare,cannotbeignoredcompetitors.替代品对于替代品，苹果不得不面对这方面的影响，作为最先进技术（如芯片、硬件、软件等）的应用者和开发者，苹果有很大的优势。但如果替代品能够提供比现有产品更高的价值比，这将对现有产品构成威胁，基于此，苹果公司应加强对市场的考察和投入。如硬件方面，联想、戴尔等公司都将电脑向薄和轻等方向发展，像联想的乐pad；软件方面，微软一直是苹果公司最大的竞争对手，如它的操作系统；在手机行业，诺基亚的崛起占据了大量的市场份额，它的销售额逐年增长。SubstituteForreplacement,Applehadtofacetheimpactofthis,asthemostadvancedtechnology(suchaschips,hardware,softwareandsoon)theresearchersanddevelopers,Applehasagreatadvantage.Butifthealternativescanofferhigherthanthevalueofexistingproducts,thiswillposeathreattotheexistingproducts,basedonthis,theAppleCorpshouldstrengthenthemarketresearchandinvestment.Suchashardware,suchasLenovo,Dellcomputercompanywilldeveloptothedirectionofthinandlight,likeLenovopad;software,MicrosofthasbeentheAppleCorp'sbiggestcompetitors,suchastheoperatingsystem;inthemobilephoneindustry,theriseofNokiaoccupyalargemarketshare,itssalesincreasedyearbyyear.challenges!That’sAll.Thankyou！