蘋果公司產(chǎn)品創(chuàng)新和營銷戰(zhàn)略

1、APPLE COMPANY1Page 2Product innovation APPLE COMPANYMarketing strategy2Product innovation MACIPhoneWATCHIPAD31Accessibility輔助功能2Technology innovation技術(shù)創(chuàng)新3Environment responsibilty環(huán)境責(zé)任Product innovation of IPhone4AccessibilityWe believe that science and technology should let everyone can benefit from

2、 it.我們深信，科技應(yīng)該讓人人都能從中受益Really strong science and technology, should be to let everyone, including people with disabilities, everyone can enjoy the science and technology, and full engagement to work, the creation, communication, fitness and entertainment. So, we never for a few, even most of the peop

3、le and develop products. Because, our product design is for everyone.真正強(qiáng)大的科技，應(yīng)該是讓每一個(gè)人，包括殘障人士在內(nèi)的每一個(gè)人都能享受的科技，并能以此來全情投入地工作、創(chuàng)作、溝通、健身和娛樂。所以，我們從不會(huì)為少數(shù)人，甚至是大多數(shù)人而開發(fā)產(chǎn)品。因?yàn)?，我們的產(chǎn)品設(shè)計(jì)是為了每一個(gè)人。5AccessibilityThe physical training on the Apple Watch AppNow, Apple Watch for wheelchair users to calculate the fitness dat

4、a. Physical training app and fitness record app will measure the number of times you turn the wheelchair, rather than steps, can inspire you to keep motivation.現(xiàn)在，AppleWatch 能專門為輪椅使用者計(jì)算健身數(shù)據(jù)。體能訓(xùn)練 app 和健身記錄 app 會(huì)測量你轉(zhuǎn)動(dòng)輪椅的次數(shù)，而不是步數(shù)，從而激勵(lì)你保持動(dòng)力。6AccessibilityMac switch controlWith the aid of switch control

5、function, you can use the toggle switch, control rod or other adaptive equipment to control the content on the screen.借助切換控制功能，你能使用切換開關(guān)、控制桿或其他自適應(yīng)設(shè)備來控制屏幕上的內(nèi)容。7AccessibilitySiriWith Siri, you can use your voice to control all kinds of support HomeKit accessories. Turn on the light, make coffee, pull t

6、he curtain or adjust the thermostat, just say it out, it can do.有了 Siri，你就能用自己的語音來控制各種支持 HomeKit 的配件。無論是開燈、做咖啡、拉窗簾還是調(diào)整恒溫器，只需說出來，它就能辦到8AccessibilityVoice-OverVoice-Over can you describe the content on the screen, even when you take pictures can give you hints . When you view the pictures, it can also

7、 identify of facial expression, scene and specific objects.Voice-Over 能為你描述屏幕上的內(nèi)容，甚至在你拍照時(shí)也能給你提示。當(dāng)你查看拍攝的照片時(shí)，它還能識(shí)別出照片中人物的面部表情、場景和特定物體。9environment responsibility10Apples business philosophyApples marketing philosophy reflects the marketing concept, according to the customers needs and desires as the g

8、uidance . The success of Jobs tend to be customer oriented, based on the understanding of human nature, grasp the details of the peoples desire and demand, and marketing the perfection all the way to human nature.111Hunger marketing饑餓營銷2Experience marketing 體驗(yàn)營銷3Viral marketing病毒營銷4Monopolize market

9、ing獨(dú)占式營銷Marketing strategy12Part 1Hunger marketingMarketing strategy13Hunger marketing, used in the commercial promotion of goods or services, is refers to the commodity provider intends to cut production , in order to achieve control of supply and demand, manufacturing in short supply illusion, in

10、order to maintain the product image and maintain a high commodity price and profit margins of marketing strategy.Hunger marketing14Every year before apple product launch, apple will be ensured, but also secret, whetting the appetites of Fans all over the world, people waiting, speculation about the

11、new function, new appearance and so on. As a result, it aggravated the curiosity of people, all want to see it first. 每年在蘋果新品發(fā)布會(huì)之前，蘋果公司都會(huì)放出口風(fēng)，但是卻又諱莫如深，閉口不談，這就吊起了全世界粉絲的胃口，人們翹首以待，紛紛猜測其新功能、新外形，這更加劇了人們的好奇心，都想一睹為快。15Apples marketing is not a simple hunger for the IPhone, but the extreme hunger marketing,

12、 first they ignored, only tell the market, there will be a new IPhone interview, but after a long time for the IPhone almost no information, wait until the market extremely eager to get product information from various channels, a brief introduction on the IPhone. Until the IPhone officially listed,

13、 the advertisement was overwhelming, through a variety of ways to let you see every day, see everywhere. The extreme contrast, let consumers like the long drought meet sweet dew, suddenly had a great interest on the IPhone and impulsive purchase, thereby achieving success.蘋果公司對(duì)IPhone的營銷并非簡單的饑餓營銷，而是極

14、端的饑餓營銷，它們先是避而不談，只告訴市場，將有新產(chǎn)品IPhone面試，但是之后的很長時(shí)間對(duì)于IPhone的信息近乎沒有，等到市場極端渴望從各種途徑獲得產(chǎn)品信息時(shí)，再對(duì)IPhone進(jìn)行簡單介紹。等到IPhone正式上市之后，其廣告便鋪天蓋地，通過各種形形色色的途徑讓你天天看到、處處看到。這種極度的反差，讓消費(fèi)者猶如久旱逢甘露，突然間對(duì)IPhone產(chǎn)生了極大的興趣與購買沖動(dòng)，從而獲得成功.IPhone16Part 2Experience marketingMarketing strategy17Experience marketingThe experiential marketing is t

15、o make consumers involved, make it feel fully the performance of the services or products, so as to arouse the enthusiasm of the purchase. Experiential marketing has broken the traditional marketing rules, consumers no longer have a can only far view feeling, can close contact and product also make

16、the consumption become a kind of enjoyment.18Apple is unique in this respect, it always makes consumers have unique mysterious feeling. The company set up a lot of experience store, where customers can ask questions related to the product, can obtain the information of new products, also can experie

17、nce of new products. Each launch a new product, apple has experience in marketing of credit is, of course the quality is closely related with its service.在這方面蘋果公司可謂是獨(dú)樹一幟，它總能讓消費(fèi)者有獨(dú)特的神秘感受。蘋果公司設(shè)立了很多體驗(yàn)店，在那里，顧客可以詢問與產(chǎn)品有關(guān)的問題，可以獲得新產(chǎn)品的信息，也可以體驗(yàn)新產(chǎn)品。蘋果公司每推出一款新產(chǎn)品，體驗(yàn)店在營銷方面的功勞可謂功不可沒，當(dāng)然這與其服務(wù)的質(zhì)量息息相關(guān)。19Experience sto

18、re of Apple20Experience store of Apple21Part 3Viral marketingMarketing strategy22Viral marketingViral marketing also called Word of mouth marketing. The reason is that the propagation speed fast, low cost, big influence. For example, a large share of the IPhone users are like each other. Dynamic you

19、ng people, they were the first to experience the product reliability and superiority of audience. Enjoy the first time to their relatives and spread function and use of the products.病毒營銷也叫“口碑營銷”。究其原因是其傳播的度快、成本低、影響力大。IPhone的用戶有很大部分是喜歡互動(dòng)的年輕人，他們是最先體驗(yàn)產(chǎn)品的可靠性、優(yōu)越性的受眾,也樂于第一時(shí)間向自己的親朋傳播產(chǎn)品的功能和使用心得。23Viral marke

20、tingThe IPhones marketing plan for each time to market and have different prices, heat wave after the discussion of the IPhone has been lifted, the comparison of each version , filled with numerous websites and BBS, the success of using the power of the consumers for the IPhone Free advertisingIPhone的上市推廣計(jì)劃為每個(gè)地區(qū)的上市時(shí)間和價(jià)格不一，讓本來熱過了的IPhone的討論浪潮不斷被掀起，各個(gè)版本的比較充斥著眾多網(wǎng)站和論壇，成功的運(yùn)用消費(fèi)者的力量為IPhone做免費(fèi)廣告。24Part 4Monopolize marketingMarketing strategy2526Monopolize marketingIn the process of its marketing, in the right publicity channels on the right forms of propaganda, grasp the charac