Apple公司的营销策略分析(英文版)

BriefintroductionApple(AppleInc.)isahigh-techcompanyintheUnitedStates,in2007changeditsname--Apple(AppleComputer,Inc.).itscorebusinessiselectronictechnologyproducts,basedincupertino,California.itfoundedonApril1,1976byStevejobs,StevewozniakandRonWayn,itisfamousforitsinnovationinhigh-techenterprises,leadingproductsareAppleII,Macintoshcomputers,theMacbookcomputer,iPodmusicplayer,iTunesstore,iPhone,iMacmachineandtabletcomputer,etc.Importantpeople：Stevejobs（CEO）TimothyD.Cook（COO）PeterOppenheimer（CFO）PhilipW.Schiller（SVPMarketing）JonathanIve（VPIndustrialDesign）InternationalizedprocessIn1995,theworld'sthird-largestPCmanufacturer,ranksinthetheworld'sonehundredlargestinformationtechnologycompanyranking11th,theworldlargestsoftwarevendors5025th.In94,95intheglobalmulti-mediamarketshareremainednumber.InApril2012,theapplewiththemarketcapitalisationofmorethan$520billionheldthefirstplaceOnAugust21,2012,applemarketvaluebecometheworld'sfirstlistedcompanyInJuly2012,thecompanyranked55thintherankingsoftheworld'stop500companiesOnAugust21,2012,closingprice,applemarketvalueof$623.5billion,listedcompaniesintheUnitedStatesuptothehighestlevel.ProductsProductsProductsProductsThemostpopularcellphoneoftheworldiPhone•iPhoneisthesmartphoneseriesofapplecompany,itisequippedwithApple'siOSmobileoperatingsystem.Apple'ssmartphoneiPhone,istheworld'slargestsmartphonesales.It'ssopopularallovertheworld.iPad•iPad:anAppleproductin2010TabletPC,positionedbetweenApple'ssmartphoneiPhoneandlaptopproducts,thespecieshasonlyfourbuttons,layout,liketheiPhone,forbrowsingtheInternet,sendandreceivee-mail,electronicwatchbooks,playaudioorvideo,playgamesandotherfunctionsIt'ssoeasytocarry,andwhenyouwatchingandpalyinggames,itwillgiveyouagoodfeelingAnalysisstrengththreatsweaknessopportunity1234•strength:AppleCorpnowisnotjustaturnoverof$7900000000(7.9billion)superlistingCorporation,alsohasauniquebrandlogo,itisastrongcompetitiveadvantage,whetherthequalityofproductlaunchedisgoodorbad,itcangainmoreprofitunderstrongbrandtrustandpopularity,becausethelogowhichisgnawingawayhalfoftheapplehasbeenrecognizedbyconsumers,Apple'selectronicproductshavebeenknownashigh-grade,highquality,buyacomputer,buyaplayer,yourbestchoice--apple,peopleoftenhavethiscommonsenseofidentity,amagicweaponofAppleCorp,isalsoanimportantmeantowininthebusinesscompetition.Applecarryoutawayofverticalmerger,theupstreamanddownstreamcomplementarytolocktheusers-notcompatiblewithotherequipmentwillmaketheconsumerunhappy.Amongtheproductsofapple,avarietyoffunctionsandsoftwareareinterrelated,includingthesystem,isequippedwiththeAppleproductsonly,resultinginhighprice,sothatthenonAppleproductuserscannotbegreater,sothatApplehascertaininhibitionintheexpansionofthemarketbenefitalsomakesallkindsofapplicationsandsoftwarecannotgetpromotion,tomakethingsworse,somanycompetitors,inthefiercecompetitioninthecomputermarket.Itnotonlyhastofaceitsbattleenemies--Microsoft,intheoperatingsystem,musicplayersanddigitalentertainmentcenter,alsomeetmorenewcompetition.•weakness:InMarch11,2011,astrongearthquakeeruptedinJapan,makeSONY--oneofthebiggestcompetitorofAppleCorpproductionhalts,butalsoonthatdayinMarch11th,theAppleCorplaunchedthelong-awaitedipad2tabletcomputer,whenSONYisbusyagainstthetsunami,theAppleCorplistedipad2inUSA,inafewdaysinside,ipad2wasmadbuying,theAppleCorphadtolimitthepurchaseofipad2,theAppleCorphasachievedagreatsuccessinthetabletcomputer,thereisnodoubtthattheApplebecometheleaderinthetabletcomputer,thisisanopportunityforAppletodefeatSONYutterly.•opportunity:oneofthethreatsthatAppleCorpfacedistheSlateofHewlett-PackardCo.Hewlett-PackardCo'sSlateisjustlikeasleepingdevil.SlaterunstheWindows7operatingsystem,configuretheUSBport,whichcomparedwiththeiPad,hasmoreapplicationsandmoreperipheralconnection.AppleCorparealsofacingcompetitionfromGoogleCorporation'sChromeOSoperatingsystem,Androidisbecomingmoreandmoresuccessful,KinintelligentmobilephoneofMicrosoftCorp,WindowsPhone7andHP,Dellbegantoproducenewcomputer.TheChromeOSoperatingsystemofGoogleCorporationmaybethemostimportantsoftware.TheseareathreattoApple.•threats:NewMediaOptimizetheuseofthewebsiterankingsericeUseinternationalcommercialnetworktopromotproductHowtohelpsalesthroughonlinemarketingmakepotentialcustomerseasilysearchforourwebsiteOptimizetheuseofthewebsiterankingserice•First,apurchaserankedservices.launchamajorsearchenginerankingservicessuchasBaiduhavePPC(payperclick)services,billingforclicks,higherpayment,morehighranking.Inthiswaytheeffectisobvious,thehighestprice.•choosetechniquestooptimizethecompanyorindividual,orhireaprofessionalwebsitebyprofessionalwebsiteoptimizationtoimprovewebsitesearchrankings.Useinternationalcommercialnetworktopromotproduct•Second,useinternationalcommercialnetworksystemstopromoteproductwhilepromotingtheircorporatewebsite..Therearewell-knownbusinesswebsiteAlibaba(),HC,etc.,theindustryalsohasacorrespondingbusinesswebsiteforrelevantcompaniestochoosefrom.Howtohelpsalesthroughonlinemarketing•Newmediaforbusiness,whetheritisblogmarketing,socialnetworkin