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苹果英文STP

苹果英文STP
苹果英文STP

苹果 STP分析

1.Market segmentation

As we all know,Market segmentation is the inevitable trend of mature market.Market segmentation is not based on product variety, product line to carry out, but from the consumer (refer to the final consumer) and the angle of industrial producers divided, from the consumer's needs, motivations, purchase behavior and diversity differences to divide.Through the target market segments, making for the production, marketing plays a role in the guidelines, to better expand the market capacity.

Market segmentation criteria have geographical factors, demographic factors, psychological factors, behavioral factors.Apple's products are now sold in more than 90 countries, there are more than 180 operators to support, according to the geographic market factors can be divided into the US market, the Chinese market, the Indian market and markets in other countries.Apple's products as a representative of high-tech products, we can also use demographic factors and behavioral factors do market segmentation criteria, specific model is as follows:

(1)Business type: Aged mainly between 30-45 workplace users.Group is characterized by a stable income, with the price of each smartphone purchasing power.They are the business community, one of the most important groups, they are at the top of enterprises, the daily work of a busy, often travel abroad.So, first of all, they are the continuity and quality of phone calls and data transmissions required;Secondly, the phone also carries its most important data, so on the phone demanding security confidentiality; and finally,

they need to deal with all kinds of files anywhere, high dependence on the mobile office.So business phone should help users achieve both fast and smooth communication, but also efficiently complete business activities.

(2)Entertainment: Electronic products, the main target market of students and young workers dominated groups......Age group is characterized by a relatively small, young, weak economy.They have not just use the phone for communication, recording, photography, video, games, Internet and so they function more favored, they respected fashion, attention to the phone's entertainment.So they mainly required for mobile phones: reasonable price, fashion design, versatile, entertaining.

(3)The development of electronic products: Electronics market in the smaller proportion of consumer groups, mainly aged between 20-30 years old, IT related industry workers or mobile phone enthusiasts.Such consumers are characterized by electronic products have great passion for exploration, will use most of the features of electronic products, electronic products, develop their own potential as much as possible, even to write software for their electronic equipment.

2.Targeting

The status of the brand architecture and target customers, tastes, purchasing power and the number of direct matching, which also fully reflects the price, quality standards as brand differentiation. First, Apple will target consumers into young business people, video enthusiasts three groups. Then using intensive marketing strategy of market differentiation, at different times with the same product to conquer the fashion, science and technology are highly sensitive groups.From Apple's existing electronic products look

and function of view, Apple has been the young fashion people as the main target customers.Young electronic product features, appearance has a very high demand, such as multimedia applications, web browsing and so on. the iPhone has a stylish appearance, touch screen, but also the integration of the Apple iPod player itunes download software. As can be seen the iPhone to buy, like the ipod's primary audience of young consumers; another iPhone is for business people and the development of mobile phones. Business people more emphasis phone features, such as word processing, mail and other functions. So business people pair is the iPhone secondary audience.In addition, Apple's products from the prices can be clearly show feature is that it is a high-end mobile phones.Seting at a higher market price, the market price for the insensitive group, meet people chasing fashion trends.Finally, in the US market launch of Apple products, including a very important target group for video enthusiasts.And Apple is now the main market is Native American, but in the long run, the future market of smart phones and other electronic products in China and India, the world's apples if you want to occupy a leading position, it must have received in the developed economies and emerging economies successful, the need to adopt a dual business model at this time.

3.Positioning

Apple's departure from the characteristics of their products, according to the high-tech fashion marketing concept, its technology is positioned as five aspects, namely the effect of positioning, quality orientation, self-expression positioning, senior groups targeted and quality of price positioning.Strategic positioning of the main strategies adopted mainly high-end, specialty positioning, benefiting positioning.iPhone positioning itself in the

high-tech fashion cohesion intelligent communications products.

Apple's market positioning strategy has the image of differentiation strategy, personnel differentiation strategy, service differentiation strategy and product differentiation strategy: (1)Image differentiation strategy:Apple iPhone brand ambassador: Jobs, he made himself into "anti-traditional" fighter, he kind of almost the same jeans and black turtleneck sweater, not only giving a cool, hippie, rebellious feeling, and also this image extends to the Apple brand

(2)Personnel differentiation strategy:The core of marketing is "emotional economy." Jobs that "emotional economy" will replace the "rational economic" Innovation has nothing to do with how many R & D funding, the key is you have people, how you lead them to innovate, as well as your understanding of innovation.

(3)Service differentiation strategy:Apple on branding their products, do not use the traditional means of marketing and prefer rigid flexible manufacturing experience, the company stressed that allow consumers to participate in marketing activities in the past, Apple's electronic products in the world has many fans, they have set up their own websites, and even publishes its own magazine to participate in Apple's marketing activities.

(4)Product differentiation strategy:excellent product design

Apple is not equivalent to other smart phones, it has the basic performance of other smart phones, but it also has other smart phones do not have high-end performance, and its innovation is unmatched

苹果公司营销案例分析

苹果公司营销案例分析 苹果公司营销案例分析 美国苹果电脑公司-简介 全球最大的计算机企业之一:苹果电脑公司(Apple,AppleComputer,Inc.) 苹果电脑公司官方网站:英文 苹果电脑公司中国网站:中文 2007年1月9日,苹果电脑公司更名为苹果公司。 苹果电脑公司由乔布斯、斯蒂夫·沃兹尼亚克和RonWayn在1976年4月1日创立。总部位于美国加里福尼亚丘珀蒂诺市,是在硅谷的中心地带。1975年春天,AppleⅠ由Wozon设计,并被Byte的电脑商店购买了50台当时售价为666.66美元的AppleⅠ。1976年,Woz完成了AppleⅡ的设计。 1977年苹果正式注册成为公司,并启用了沿用至今的新苹果标志。同时,苹果也获得了第一笔投资--MikeMarkkula的92000美元。 1978年,苹果准备股票上市,施乐公司预购了苹果100万美元的股票,并允许苹果工程师们研究早已被施乐视为垃圾的PARC操作系统的图形界面。但苹果的工程师化腐朽为神奇,并将图形界面带进了一个崭新的时空。 苹果公司专门从事开发、制造、销售个人电脑、服务器、外围设备、计算机软件、联机服务及个人数字式辅助设备。是1995年度全球第三大个人电脑供应商,位居当年"世界百大信息技术公司"排行榜第11位,"世界软件厂商最大50家"第25位。94、95年度在全球多媒体市场占有率高踞榜首。 苹果电脑公司这样描述公司的业绩:苹果电脑公司通过Apple II在二十世纪七十年代引发了个人电脑革命,Macintosh的推出在二十世纪八十年代又彻底改造了个人计算机。通过其创意性的硬件、软件和Internet技术及设备,苹

苹果公司英文简介

Do you know why Apple with a bite of the apple as a company logo Apple in Greek mythology, is the symbol of wisdom, when Adam and eve ate the apple became a thinking, now extended to the unknown fields of science and technology. Apple's logo is a bite of the apple, shows that they have the courage to march to science, to explore the unknown 苹果在希腊神话中,是智慧的象征,当初亚当和夏娃就是吃了苹果才变得有思想,现在引申为科技的未知领域。苹果公司的标志是咬了一口的苹果,表明了他们勇于向科学进军,探索未知领域的理想Faster than the sum of its parts. Advanced Intel Core i5 and i7 processors help you power through the most complicated technical computing tasks. Integrated Iris 6100 and Iris Pro Graphics and advanced AMD graphics give you tons of pixel-driving horsepower. State-of-the-art I/O like Thunderbolt 2 gives you high-performance expansion, unprecedented in a notebook. And at the centre of it all is an entirely flash storage–based architecture that makes everything you do incredibly fast and responsive. 先进的Intel Core i5 和i7 处理器,帮你从容应对极度复杂的技术性运算任务。集成Iris 6100 和Iris Pro Graphics 图形处理器与先进的AMD 图形处理器,为每个像素都带来源源不断的强大驱动力。Thunderbolt 2 等先进的I/O 传输技术,更赋予笔记本电脑前所未有的高性能扩展能力。而这一切的核心,就是全闪存架构,它令你所做的一切都运转快速,响应灵敏。 Video Edition Edit up to 10 streams of uncompressed 8-bit 1080p HD video on the 15-inch model —right from internal storage.Having four times the pixels of a standard display makes video so sharp, so clear and so lifelike, your shots may look even better than you remember. 15 英寸机型可直接从内部存储多机位剪辑多达 16 条1080p ProRes 视频流。拥有4 倍于标准显示屏的像素,让视频如此锐利、清晰、而且鲜活动人,让你拍摄的每一个画面远胜记忆中的每一个精彩时刻。 Photography ith over four million pixels on the 13-inch model and over five million pixels on the 15-inch model, the Retina display is the perfect place to view and edit your high-resolution photos. 13 英寸机型的Retina 显示屏具有400 多万像素,15 英寸机型具有500 多万像素,是查看和编辑高分辨率照片的绝佳选择。 Design And Layout The MacBook Pro is the ultimate creative design studio. MacBook Pro 堪称强大的创意设计工作室Science And Engineering Advanced dual-core and quad-core processors provide an enormous amount of computational power. 先进的双核和四核处理器,可为你提供源源不绝的澎湃运算能力。 Backlit Keyboard Thin and light, MacBook Pro is designed to go anywhere — including places with less-than-stellar lighting. A built-in sensor detects changes in ambient light and adjusts the keyboard and display brightness automatically. So you’re never left in the dark. 这款轻薄的MacBook Pro 可以随你去到任何地方,包括光线难以企及的地方。内置传感器会检测环境光的变化,然后自动调节键盘和显示亮度,让你不会迷失在黑暗之中。

苹果公司的市场营销策略分析及其产品使用体验

苹果公司的市场营销策略分析及其产品使用体验 在美国风险投资的历史中,苹果公司较早展示了风险投资的不同凡响。1976年,两个二十多岁的青年设计出了一种新型微机(苹果一号),受到社会欢迎。后来,风险投资家马克首先入股9.1万美元,创办了苹果公司。从1977年到1980年3年时间,苹果公司的营业额就突破了1亿美元。1980年,公司公开上市,市值达到12亿美元,1982年便迈入《幸福》杂志的500家大企业行列。一家新公司在5年之内就进入500家大公司排行榜,苹果公司就是首例。苹果公司的上市犹如核爆炸的成功一样震憾着世界。早先在苹果公司下赌注的风险投资家更是丰收而归。 回顾本世纪第一个10年,总裁乔布斯重返公司后,借力几款明星产品使销售额迅速增长,终于走出了20世纪90年代经历的低谷,公司利润率持续处于行业内高端水平。2004年以来,苹果公司一直保持着两位数的增长率,平均利润率近32%。2007年苹果推出iPhone,自此,智能手机市场的原有格局完全瓦解。2009年金融风暴后,业界经营一片惨淡,苹果公司却仍稳居福布斯全球高绩效公司榜单 苹果公司原有文化的核心是一种鼓励创新、勇于冒险的价值观。自白手起家,小小的苹果电脑便在技术领域内引发两次变革,迫使包括IBM和微软在内的每一家电脑公司都加入它开启的新潮流。不仅是勇于创新,事实上,公司一直是我行我素,冒高风险,甚至反主潮流。公司的信条是进行自己的发明创造,不要在乎别人怎么说,一个人可以改变世界。正是这种大无畏精神使公司能够推出令广大用户喜爱的Macintosh电脑,开鼠标定位器和图像表示法的风气之先。公司也一直以这种独创精神为傲。在其创办初期,公司曾在楼顶悬挂海盗旗,向世人宣称"我就是与众不同"。然而正是这种价值观造就了苹果的成功。 设计: 首先,每个员工都必须牢记苹果比其他任何一家公司都更加注重产品的设计。像微软这样的公司向来不擅于打造让人赏心悦目的产品,而苹果才是真正地在做设计了解消费者的需求,懂得如何满足消费者的需求,然后着手实现这些目标。虽然实现起来并不总是很容易,但苹果似乎每次都能恰到好处地完成。这难道不是员工的努力造就了苹果的成功吗? 忘记一切,从头开始: 当员工初到苹果时,公司就希望他们立即做一件事:忘掉曾经了解的技术。苹果公司所做的事情与其他公司都不一样。无论是产品的设计、新产品的设计理念还是公司独具的简单运营方式,只要是在苹果,所有事情就会不同。把在其他公司的工作习惯带到苹果来,可能会造成更多的麻烦。苹果是不同寻常的。 坚信苹果比其它所有公司都强:不同于行业里的其它任何公司,苹果公司非常自负。其中的部分原因是由于乔布斯非常自我,他相信苹果是世界上最强的公司,有不同于其他公司的做事方式。虽然苹果的仇敌无法忍受这一点,但是对所有该公司的粉丝和员工而言,这一信条已经成为了一种号召力。 看重外界的看法: 由于自负的本性,苹果用心聆听人们对自己的产品的批评。但在真正的苹果时尚里,该公司会选择更加恶毒的行为来回应这些批评,这一点是行业里其它所有公司都不能企及的。毕竟,行业里有哪家公司可以在遇到诸如iPhone 4天线门这样的事件时还能满不在乎,依旧我行我素的呢?苹果不喜欢听到别人指责自己是错误的,并希望不管是自己的员工、还是外界的追捧者都能跟自己坚定的站在一起。 永不服输: 苹果最具魅力的一点就是它永不服输。就算产品被批评得体无完肤,该公司似乎也能在危急时刻找到脱离火海的方法。没有哪个领域能比计算市场把这一点展现得更加淋漓尽致的了。在做出了一些有着不少争议(和风险)的决策后,乔布斯凭借正确的策略

苹果公司企业文化英语介绍

Apple was one of several highly successful companies founded in the 1970s that bucked the traditional notions of what a corporate culture should look like in organizational hierarchy. Steve Jobs often walked around the office barefoot even after Apple was a Fortune 500 company. By the time of the "1984" TV ad, this trait had become a key way the company attempted to differentiate itself from its competitors. According to a 2011 report in Fortune,this has resulted in a corporate culture more akin to a startup rather than a multinational corporation. As the company has grown and been led by a series of chief executives, each with his own idea of what Apple should be, some of its original character has arguably been lost, but Apple still has a reputation for fostering individuality and excellence that reliably draws talented people into its employ. This was especially after Jobs' return. To recognize the best of its employees, Apple created the Apple Fellows program, awarding individuals who made extraordinary technical or leadership contributions to personal computing while at the company. The Apple Fellowship has so far been awarded to a few individuals. Apple is also known for strictly enforcing accountability. Each project has a "directly responsible individual," or "DRI" in Apple jargon. As an example, when iOS senior vice president Scott Forstall refused to sign Apple's official apology for numerous errors in the redesigned Maps app, he was forced to resign. Numerous employees of Apple have cited that projects without Jobs' involvement often took longer than projects with his involvement. At Apple, employees are specialists who are not exposed to functions outside their area of expertise. Jobs saw this as a means of having best-in-class employees in every role. For instance, Ron Johnson who was Senior Vice President of Retail Operations until November 1, 2011, was responsible for site selection, in-store service, and store layout, yet he had no control of the inventory in his stores (which is done company wide by then-COO and now CEO Tim Cook who has a background in supply-chain management). This is the opposite of General Electric's corporate culture which has created well-rounded managers.[236][236] Under the leadership of Tim Cook who joined the company in 1998 and ascended to his present position as CEO, Apple has developed an extremely efficient and effective supply chain which has been ranked as the world's best for the four years 2007–2010.[citation needed]The company's manufacturing, procurement and logistics enables it to execute massive product launches without having to maintain large, profit-sapping inventories; Apple's profit margins have been 40 percent compared with 10–20 percent for most

苹果公司简介

苹果公司简介 苹果电脑公司由乔布斯、斯蒂夫?沃兹尼亚克和Ron Wayn在 1976年4月1曰创立。 苹果股份有限公司,简称苹果公司,英文名Apple,Inc.总部位于美国加利福尼亚的库比提诺,核心业务是电子科技产品,目前全球电脑市场占有率为8.3%。 苹果公司的创始人是Steve Jobs 斯蒂夫?乔布斯。 他是一个美国式的英雄,几经起伏,但依然屹立不倒,就像海明威在《老人与海》中说到的,一个人可以被毁灭,但不能被打倒。他创造了“苹果”,掀起了个人电脑的风潮,改变了一个时代,但却在最顶峰的时候被封杀,从高楼落到谷底,但是12年后,他又卷土重来,重新开始第二个“斯蒂夫?乔布斯”时代。 企业规模: 2010年二季度开始首次苹果取代微软成为全球市值最高的IT企业。从2009年底市值落后微软30%,到2010年底市值超出微软20%以上,高达56%的市值涨幅在IT十强中排名第一。苹果2010年结束时的财报,是公司首个收入超过200亿美元的财季。而整个2010财年苹果销售收入652亿美元,猛增52%;全年净利猛增70%,达到了140亿美元。很多人都不知道,该利润规模比苹果iPhone发布前公司近40年历史(1968年创立)的所有利润总合还多。 股价趋势图:

2011: 总股本: 9.2亿($)市值: 3139.7亿($)口号:Switch(变革) 产业:电脑硬件、电脑软件、手机和掌上娱乐终端 产品: Mac Mac电脑:iMac,MacBook,Mac Book Pro,MacBook Air,Mac mini,Mac Pro 应用程序:iLife,iWork,Safari,Aperture,Final Cut,Logic 配件:Keyboard,Magic Mouse,Magic Trackpad,LED Cinema Display,Airport,Time Capsule 服务器:MacOS X Server,Xsan,Mac Pro server,Apple Remote Desktop,Final Cut Server,Mac miniServer iPod iPod shuffle,iPod nano,iPod classic,iPod touch,Apple TV,Nike+iPod,MobileMe,Headphones iPhone iPhone 3GS,iPhone 4 iPad iPad iPad 2 iTunes iTunes Store,App Store,iTunes Ping,iTunes Gift Card 营业额.652.25亿美元(2010年季报) 市值:3196亿美元(2010年超过微软) 员工数14,800(2005年)

苹果公司战略管理分析

苹果公司战略管理分析

苹果公司战略管理分析 成功是早就开始的。。。。 一、公司简介 苹果电脑公司由乔布斯、斯蒂夫·沃兹尼亚克和RonWayn在1976年4月1日创立,总部位于美国加里福尼亚丘珀蒂诺市,处于硅谷的中心地带。1975年春天,AppleⅠ由Wozon 设计,并被Byte的电脑商店购买了50台,当时单台售价为666.66美元。1977年苹果正式注册成为公司,并启用了沿用至今的新苹果标志。1978年,苹果准备股票上市,施乐公司预购了苹果100万美元的股票,并允许苹果工程师们研究早已被施乐视为垃圾的PARC操作系统的图形界面。但苹果的工程师化腐朽为神奇,并将图形界面带进了一个崭新的时空。 苹果公司的口号为“Switch(变革)”。苹果公司每次推出新产品,总能引起市场的变革。

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