市場(chǎng)營(yíng)銷(xiāo)策略(蘋(píng)果公司)

AppleCompany

wasestabishedbyJobs,SteveWozniakandRonWaynonApril4th,1976.It's

coperateheadquartersisinCupertino,California,America.Thecompany'scorebusinessisto

produceandsalescienceandtechnologyproducts.TheApplecompanyaimstoprovide

thecustomersallaroundtheworldaperfectusingexperienceofcomputers.Thecompanyisfamousforitshigh-techandcreation,it'sreallyaso-calledforthgoeroffasionandtechnology,itsproductsarealwaysdifferentfromothers.美國(guó)蘋(píng)果公司由喬布斯、斯蒂夫·沃茲尼亞克和RonWayn在1976年4月1日創(chuàng)立。公司總部位于美國(guó)加利福尼亞的庫(kù)比提諾，核心業(yè)務(wù)是電子科技產(chǎn)品。公司致力于將最佳的計(jì)算機(jī)使用體驗(yàn)帶給全世界的消費(fèi)者。它在高科技企業(yè)中以創(chuàng)新而聞名。蘋(píng)果一向是時(shí)尚與科技的先行者，其旗下產(chǎn)品絕不會(huì)與他人雷同。LOGO蘋(píng)果的AppleII于1970年代助長(zhǎng)了個(gè)人電腦革命，其後的Macintosh接力于1980年代持續(xù)發(fā)展。最知名的產(chǎn)品是其出品的AppleII、Macintosh電腦、iPod數(shù)位音樂(lè)播放器和iTunes音樂(lè)商店，AppleIIMacintosh電腦3毫米驚世纖薄!蘋(píng)果MacBookAirPConline產(chǎn)品庫(kù)——規(guī)格參數(shù)品牌：蘋(píng)果系列：蘋(píng)果MacBookAir系列型號(hào)：11英寸MacBookAir處理器：IntelCore2DuoSU9400(1.4GHz)內(nèi)存容量：2GB硬盤(pán)容量：64GB屏幕尺寸：11.6英寸顯卡芯片：nVidiaGeforceGT320M無(wú)線通訊：802.11n無(wú)線網(wǎng)卡,藍(lán)牙2.1+EDR內(nèi)置攝像頭：內(nèi)置攝像頭,FaceTimeUSB：2個(gè),USB2.0其它接口：DVI接口,VGA接口,RJ45,聲音輸入,聲音輸出孔,直流電源插孔,安全鎖孔,DisplayPort重量：約1.06Kg操作系統(tǒng)：MACOSXSWOT分析S:良好的企業(yè)形象；強(qiáng)大的技術(shù)支持；產(chǎn)品質(zhì)量好；市場(chǎng)份額較一般企業(yè)高；強(qiáng)大的廣告攻勢(shì)。有完善的銷(xiāo)售渠道。W.同時(shí)開(kāi)發(fā)多種產(chǎn)品，對(duì)于在金融危機(jī)過(guò)渡極端的企業(yè)自身的現(xiàn)金流量有較大的壓力。管理團(tuán)隊(duì)和研發(fā)團(tuán)隊(duì)的壓力大。O.金融危機(jī)下，各大企業(yè)和品牌產(chǎn)品都遭到了重創(chuàng)。新產(chǎn)品的推出，新技術(shù)的運(yùn)用可以激發(fā)消費(fèi)者的消費(fèi)欲望。T.消費(fèi)者的保守消費(fèi)。因?yàn)楫a(chǎn)品線比較長(zhǎng)，導(dǎo)致多行業(yè)競(jìng)爭(zhēng)對(duì)手的打壓。例如：手機(jī)品牌NOKIA，索尼電腦等。還有國(guó)家在的貿(mào)易壁壘。PoliticalEnviromentPoliticalsystem

Differentcountryhavedifferentpoliticalsystem,thereforeinternationalmarketersshouldhaveafullknowledgeofthecountrybeforetheywanttomarketing,ortheywillendupwithfailure.

EconomicEnvironment

Undertheeconomicintegraton,ChinaenteredWTOwhichfacilitatestheinternalfreetradeactivitieswiththegroupandarangesarelaxedenvironmentforallinternalmembers.AsanAmericancompany,ApplewillfacethefollowingopportunitiesandriskswhileenteringintoChinesemarket.Opportunities:owningfreetradeenvironment;gettingabigdistributionmarket.CultureEnvironmentCultureenvironmentThemainelementsofculture:language,ethics,socialnorms,religion,societalregulation,nationalism,attitude,values,traditions,socialorganizationandsoon.

Cultureenvironment3.attitude&values3毫米~Cultureenvironment全球最小第3代蘋(píng)果夾子MP3

CultureenvironmentApple最小5代MP3ModesMarketEntry

Threeprocesses:

1.ExportModes(Directexporting)2009.10.30ApplecompanycooperatedwithChinaunicomtoenterChinesemarket.ChinaunicompromisedthattheywouldspendalargeamountofmoneytoadvertisingforApple.2008.7.19ThefirstAppleStoreinChinawasopeninSanlitunVillageinBeijing

2.IntermediateEntryModes(licensingandfranching)

ApplemadeacontractwithFushikangCorporationtohelphimtoproducetheApple’sproducts.

3.ExportModes(Indirectexporting)

2010.7.10

ThesecondAppleStorelocatedinPudong,Shanghai2010.9.25AppleStoresb