苹果公司市场战略--An-Analysis-of-Apple's-Marketing-Strategy毕业论文.doc

An Analysis of Apple's Marketing Strategy
1. Introduction
1.1 The introduction of Apple
Apple is a personal computer company founded in 1976 by Steven Jobs and Steve Wozniak. Throughout the history of personal computing, Apple has been one of the most innovative influences. In fact, some analysts say that the entire evolution of the PC can be viewed as an effort to catch up with the Apple Macintosh. In addition to inventing new technologies, Apple also has often been the first to bring sophisticated technologies to the personal computer. Apple's innovations include: Graphical user interface (GUI). First introduced in 1983 on its Lisa computer. Many components of the Macintosh GUI have become de facto standards and can be found in other operating systems, such as Microsoft Windows. Color. The Apple II, introduced in 1977, was the first personal computer to offer color monitors. Built-in networking. In 1985, Apple released a new version of the Macintosh with built-in support for networking (LocalTalk). Plug & play expansion. In 1987, the Mac II introduced a new expansion bus called NuBus that made it possible to add devices and configure them entirely with software. Quick Time. In 1991, Apple introduced QuickTime, a multi-platform standard for video, sound, and other multimedia applications. Integrated television. In 1993, Apple released the Macintosh TV, the first personal computer with built-in television and stereo CD. RISC. In 1994, Apple introduced the Power Mac, based on the PowerPC RISC microprocessor.
1.2 The introduction of Apple’s product
The Apple iPhone provides its user with the ultimate mobile device which include high quality features and stunning design concept. The iPhone is a mobile phone, a highly useable widescreen iPod with touch screen controls and a Internet communications device, all rolled into one portable device making it an outstanding smart phone. The casing is small and lightweight which measures 115mm x 61mm x 11.6mm and weighs 135 grams. The casing comes is a selection of popular colors which include a sleek black gloss look finish and a sophisticated glossy white color.
The phone comes with a huge multi touch color screen which acts as a brilliant display as well as the users input method which allows the user to control all the phones functions using the multi touch screen. The screen measures 3.5 Inches and provides a screen resolution of 320 x 480 pixels on a brilliantly colored screen. The Apple iPhone has changed the way user will use their mobile phone device and the iPhone provides the user with state of the art technology which is extremely user friendly.
The iPhone comes with a new Mac OS X based user interface which is based on the large multi touch color display. The iPhone is available in 8 Gbyte memory version. The smart phone comes with a fitted battery which provides the user with up to 16 hours worth of music playback and approximately 5 hours of talk time which includes call time, video time and Internet browsing time.
The Apple iPhone comes with a picture address book which allows the user to see a picture of their contact as well as the contacts name. The address book is easy to access from the phones main menu and the user can make a call by simply touching the contacts details on the multi touch screen. The user can select to mute, use the keypad, switch to speaker phone, add a call, hold a call, access contacts details or end the call all from the call menu. The phone will automatically create a favorites call list which is made up of all the most frequently made calls. The user can easily create a conference call my merging their calls together.
The user will enjoy and quick and easy input method when typing messages as the iPhone will display a touch QWERTY keyboard on the 3.5 Inch screen which is a predictive keyboard and automatically corrects typing errors. The touch keyboard provides a user friendly input method and the Apple iPhone displays the typing above the keyboard which provides a real feel typing experience for the user. The user can create text messages, multimedia messages and emails using the touch keyboard. The email service works just like the users PC, Mac or laptop email client but the iPhone email service is a mobile email service which is easy and quick to use. The email client supports POP3 and IMAP based email service which include Microsoft Exchange, AOL Mail, Apple Mac Mail, Google Email and ISP email services. The user can enjoy a real email experience on the Apple iPhone which can include graphics, images and photo attachments. The visual voicemail feature works like an email service which allows the user to select and listen to their voicemail messages in any order they desire, just like email service. The user can select the voice mail which is of most important and use the touch screen call back control to call their contact back from the voicemail screen.
The built in music player comes with touch screen music controls which allow the user to play, pause, rewind and fast forward their choice of music. The user can view their album covers on the screen and the iPhone comes with a touch screen search facility which allows the user to search by song, album, artist or play list. The multi touch screen controls and easy to create music play lists make the music player fun and simple to use.
The beautiful Apple iPhone comes with a built in camera and video feature which allows the user to capture still photographic images and moving video footage easily with their portable device. The smartphone comes with a selection of camera and video settings which will ensure the user gets the perfect effect and finish to every photograph or video captured. The advanced photo management application provides the user with everything they need to gain the perfect finish to each and every photo. The user can record and play video footage in all popular video formats. The Apple iPhone comes with easy to use touch screen video controls which include play, pause, chapter fast forward, chapter rewind and volume controls which are all displayed on the intelligent multi touch screen. The smartphone allows the user to watch their favorite TV shows and movies which makes the iPhone the perfect companion when the user has some leisure time.
The user can enjoy a real mobile Internet experience on their phone which allows the user to view all Internet sites the way they were designed to be viewed. The user can access the Safari Internet browser which comes with a zoom facility which is activated by the user simply tapping the multi touch screen. The Safari Internet browser comes with a built in Google and Yahoo, Internet search functions. The user can search the Internet on their mobile phone where ever they are, but using either Edge or WiFi. The user can connect to compatible devices using Bluetooth® wireless technology, WiFi and USB connectivity. The Apple iPhone smartphone comes with built in technology which provides the user with a fast and efficient portable device. The phone comes with Edge technology which provides the user with fast data transfers which are up to three times faster than GPRS. The smartphone works over a GSM quad band network which allows the user to use their Apple iPhone Worldwide. The iPhone will automatically synchronize all the users contacts from their PC, laptop, Mac or Internet service. The user can view their iPhone in either portrait or landscape mode and the intelligent built in technology will automatically change the viewing screen to suit the users requirements. The user can see the whole width of an Internet site or a photo in true landscape setting by simply turning the iPhone to landscape mode. The iPhone automatically knows when the user lifts the phone to their ear to use and will switch off the display to save the battery and prevent any touch controls being selected in error. The Apple iPhones comes with a Google map application which allows the user to view maps and satellite images on their phone. The maps application can provide the user with directions, and traffic information when the user is on the move. The widgets application provides the user with helpful real time information on stock reports and provides Worldwide weather reports.

2. The current develop situation of Apple
2.1 The competitive advantage of iphone
First is innovation. Apple store successfully deal the use of related products, bug collection, ideas and opinions. For example, Apple user can log in apple store directly to see how to use iMovie, to see the tips other people use, and download the related products. Undoubtedly, this perfect replaced phone calls and complaints, let users really feel the joy of Apple family. At the same time, apple's software engineers are busy with the development of new software, new plug-in, allows users to download and use. Apple store will also release some interesting news, whether original or collected, can quickly share to the user. Apple's customer loyalty increase rapidly, and such design is not popular in the domestic market.
Second is customer loyalty. Any design of Apple are carefully considered, even the packing can let a person feel content. From the neatly wrapped power cord to the smooth lining design, each step to open the packaging is enjoyable. Apple is very consistent in each customer contact. From new product launch to apple's web site, and the product itself. This brand gives person the sense with neat and organized. In the high-tech industry, it is a pleasure feeling.

Third is the differentiation. Even if the company use of traditional channels and media promotion, it will also be in unexpected places with a special way. Former apple senior marketing personnel Steve Chazin said, Apple iPhone attached little white earphones are using white is not accidental. Chazin wrote in his e-book Marketing Apple, The white iPhone earphones was not designed by the engineer, this is pure apple's marketing tactics. Because when people listening to the music through iphone, the only visible part is the white earphones, which makes the white headphones has become a symbol of a trendy fashion. Apple is not simple to packaging products very beautiful or giving it a perfect logo. It is unique in its unexpected places, in unusual ways to distinguish from the others, and will not affect the customer experience to enjoy.
2.2The problem in development process
(1) Less product variety
Compared with Several traditional mobile phone manufacturers such as Nokia, Motorola, Sony Ericsson etc. Numerous years only launch few mobile phone. Apple’s quantity and the market share is always lower than rising star Google which only produce software and systems.
(2) Maintenance is expensive
Because Apple uses relatively new design, make the products more artistic sense, but the trouble is that relative to other products, Apple's products are more easily damaged, including mobile phone, computer and other electronic products.  and because of the material and the cost of maintenance, repair Apple products also means high  cost, this is that many consumers complain about. Many users reflect, although Apple authorized service point more formal, price transparency, security maintenance quality, but the price is too high, the customer is difficult to accept. Consumers said the apple authorized pits, as long as it is beyond the scope of the warranty parts, basic price it is hundreds of yuan, such as screen 1000 yuan, batteries 580, home button, 800-1000 yuan. If the touch screen is broken, the average price of maintenance is more than one thousand, is equivalent to a third the price of the machine. Apple authorized service providers explain, because apple products button is with the motherboard together, change the keyboard need to change the mainboard, so the price is more expensive.
(3) Marketing channel is not clear
Because of dependence of operators, phone market is divided into operators to customize the way and open pipelines. Among them, operators to customize is more popular in foreign countries. On the contrary, in China, the main sales channel is the open pipelines and operators only represent a small fraction. According to the communication data, in 2008, the sales of customized cell phones by China Mobile only represents 17% in the total sales, but, with the evolution of market and the improvement of 3G, I believe that the proportion will be bigger and bigger. Apple mobile products have two independent distributors in China, they are China unicom and China mobile. Also is their product assigns the business agent in China. The products of two parts will be exclusive, if they give a product to the China unicom, the product cannot be given to the China mobile any more and vice versa. Now the two companies separately represents a number of cell phones of Apple. The sales of network coverage throughout all the retail stores in townships,cities and country.The two company are also the national agency of Nokia, Samsung, LG, HTC etc.. The distribution capability is always in front rank, the two company have their own characteristics they are running neck and neck.Certainly,  iPhone products to market involved choosing one agency from these two agencies. About 83 massive retailer have direct delivery agreement with Apple, and according the agreement, they have  right to direct delivery, so they enjoy the price advantage and marketing support. Meanwhile, Apple demands for its quality constantly overweight. The customer is not exclusive to each other, basically cannot be talked about the channel selection issue. There are about 3850 main standard retail stores that Apple company representative can visit everyday. According different product to the market, the Apple company need to choose a proper retail channel.
3. The marketing strategy of Apple
3.1The advantage of hunger marketing
Hunger marketing "refers to the commodity provider intends to cut production, to achieve control of supply and demand, Create the illusion of demand exceeds supply , maintain high sale price and profit margins. Hunger marketing is by adjusting the quantity of supply and demand at both ends to influence the terminal price, to achieve the objective of add price. Apple's product marketing is not simply a hunger marketing, But the hunger marketing segmentation. First they just tell the market, after a very long time almost no news. When the market is desperate to get information through a variety of ways, they give a brief description of the product. Until the product is officially listed,  you will see the advertisement through a variety of ways. This extreme contrast will let consumers have great interest and buying impulse on Apple products suddenly. When iPhone display can also hide icon on the phone's screen, not only created the mystique, but also unceasingly raised speculation what new feature hide behind it. It su