I课题名称：苹果手机在中国市场的营销策略分析摘要 苹果手机以其卓越的性能获得了非常多用户群体。相比于我国手机市场的渐渐下滑，苹果手机市场反而飞速上升，苹果手机不但在质量方面和技术方面有着明显的长处，而且对中国使用的营销策略更是胜过其他手机。本文通过对中国市场中苹果手机营销策略的深入探究，从促销策略、渠道策略、产品策略以及价格策略方面开始，剖析了苹果手机营销策略获得成功给我们带来的启示，如突出产品差异化，提高服务质量；低价策略基础上，提高定价灵活度；设立物流配送中心，促进网络销售；借助新媒体，开展“微营销”等等，同时给出了对策和建议，希望国内手机厂商在营销策略方面能够给予持续创新和不断改进。关键词 苹果手机，营销组合策略，营销IIAbstract In China's mobile phone sales market, Apple's mobile phone with its excellent performance has always maintained a leading position, access to a large number of user groups. this paper analyzes the successful factors of Apple's mobile marketing strategy from the aspects of promotion strategy, channel strategy, product strategy and price strategy, and gives their own suggestions. , I hope the domestic mobile phone manufacturers in the marketing strategy to be able to give continuous innovation and continuous improvement. For mobile phone sellers, in the increasingly harsh market competition, how to expand the influence of mobile phone retailers to become an urgent need to solve business problems. It is hoped that the research of this paper will give some ideas on how to carry out the marketing plan.Key words Apple mobile phone, marketing, serviceIII目 录摘要 ...............................................................IABSTRACT ..........................................................II1 绪 论............................................................11.1 选题背景........................................................11.2 选题意义........................................................11.3 研...
