Apple公司的營銷策略分析(英文版)

companyBriefintroductionApple(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〕Timothy

D.

Cook〔COO〕Peter

Oppenheimer〔CFO〕Philip

W.

Schiller〔SVP

Marketing〕Jonathan

Ive〔VP

Industrial

Design〕InternationalizedprocessIn1995,theworld'sthird-largestPCmanufacturer,ranksinthe"theworld'sonehundredlargestinformationtechnologycompany"ranking11th,"theworldlargestsoftwarevendors50"25th.In94,95intheglobalmulti-mediamarketshareremainednumber.

InApril2012,theapplewiththemarketcapitalisationofmorethan$520billionheldthefirstplace

OnAugust21,2012,applemarketvaluebecometheworld'sfirstlistedcompany

InJuly2012,thecompanyranked55thintherankingsoftheworld'stop500companies

OnAugust21,2012,closingprice,applemarketvalueof$623.5billion,listedcompaniesintheUnitedStatesuptothehighestlevel.ProductsProductsProductsProductsThemostpopularcellphoneoftheworldiPhoneiPhoneisthesmartphoneseriesofapplecompany,itisequippedwithApple'siOSmobileoperatingsystem.Apple'ssmartphoneiPhone,istheworld'slargestsmartphonesales.It'ssopopularallovertheworld.iPadiPad:anAppleproductin2010TabletPC,positionedbetweenApple'ssmartphoneiPhoneandlaptopproducts,thespecieshasonlyfourbuttons,layout,liketheiPhone,forbrowsingtheInternet,sendandreceivee-mail,electronicwatchbooks,playaudioorvideo,playgamesandotherfunctionsIt'ssoeasytocarry,andwhenyouwatchingandpalyinggames,itwillgiveyouagoodfeeling

Analysisstrengththreatsweaknessopportunity1234

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:NewMediaOptimizetheuseofthewebsiterankingsericeUseinternationalcommercialnetworktopromotproduct

Howtohelpsalesthroughonlinemarketing

makepotentialcustomerseasilysearchforourwebsite

OptimizetheuseofthewebsiterankingsericeFirst,apurchaserankedservices.launchamajorsearchenginerankingservicessuchasBaiduhavePPC(payperclick)services,billingforclicks,higherpayment,morehighranking.Inthiswaytheeffectisobvious,thehighestprice.choosetechniquestooptimizethecompanyorindividual,orhireaprofessionalwebsitebyprofessionalwebsiteoptimizationtoimprovewebsitesearchrankings.Useinternationalcommercialnetworktopromotproduct

Second,useinternationalcommercialnetworksystemstopromoteproductwhilepromotingtheircorporatewebsite..Therearewell-knownbusinesswebsiteAlibaba(alibaba),HC,etc.,theindustryalsohasacorrespondingbusinesswebsiteforrelevantcompaniestochoosefrom.HowtohelpsalesthroughonlinemarketingNewmediaforbusiness,whetheritisblogmarketing,socialnetwor