苹果公司中国市场营销战略分析

苹果公司中国市场营销战略分析——以产品iPhone为例[论文摘要]现今，全球智能手机行业正上演新一轮格局调整，或将因中国厂商参与使得未来竞争愈加激烈，苹果公司以恰当的营销策略在中国手机市场获取成功的同时亦面临挑战。本文研究基于市场细分、选择与定位理论(STP)，市场营销组合理论等，首先运用PEST模型深入细致地分析苹果手机在中国市场面临的宏观环境与竞争环境。进而运用SWOT分析法，比较分析苹果手机中国市场销售的竞争优劣势，结合目标市场定位分析，详尽分析苹果手机采用的营销组合策略，指出其成功的营销策略与实施过程中显露的问题，并且在执行与完善上提出自己的建议。最终整理为对国内企业的可借鉴经验，指出国内手机厂商应贯彻用户至上的理念，提升本品牌核心价值，把创新发展为企业文化，制定恰当的营销战略。以期提高国内同类企业的核心竞争力，使其在国际市场上占据一席之地。[关键词]营销战略；营销组合策略；苹果手机；SWOT分析法；PEST模型[Abstract]Nowadays,theglobalintelligentmobilephoneindustryisbeingstagedanewroundofstructureadjustment,becomingmorecompetitiveinthefuturebecauseoftheparticipationofChinesemanufacturers.AppleCorpinthepropermarketingstrategytosucceedinChinamobilephonemarket,whilealsofaceschallenges.Thispaperresearchisbasedonthemarketsegmentation,selectionandproductpositioningtheory,marketingmixtheory,firstusingthePESTmodelonApplemobilephonemarketmacroenvironmentinChinain-depthanddetailedanalysisandcompetitiveenvironment.ThenbyusingtheSWOTanalysismethod,comparativeanalysisofApplemobilephonesalesinChinesemarketcompetitionadvantagesanddisadvantages,combinedwithanalysisofthetargetmarketpositioning,adetailedanalysisofthemarketingcombinationstrategyofApplemobilephoneuse,pointoutitsexistingsuccessfulmarketingstrategyandtheproblemsintheimplementationprocess,andputforwardmyownsuggestionsonandperfectexecution.Thefinalfinishingfordomesticenterprisescanlearnfromexperience,pointedoutthatthedomesticmobilephonemanufacturersshouldcarryouttheuserorientedconcept,enhancetheirbrandcorevalue,theinnovationanddevelopmentofenterpriseculture,toformulateappropriatemarketingstrategy.Inordertoenhancethecorecompetitivenessofdomesticsimilarenterprisesoccupiesaspaceforonepersonintheinternationalmarket.[Keywords]Marketingstrategy;Marketingmixstrategy;iPhone;SWOTanalysis;PESTmodel目录1．绪论·······························································11.1研究背景与意义·················································11.2研究方法与分析框架·············································12．理论综述··························································22.1市场细分、选择与定位理论······································22.2市场营销组合理论···············································22.3相关分析工具····················································32.3.1PEST模型·····················································32.3.2SWOT分析····················································53．苹果iPhone在中国市场的营销状况分析···························53.1苹果公司及iPhone产品介绍·····································53.2苹果公司财务报表分析··········································73.3苹果iPhone在中国市场的宏观环境分析·························83.4苹果iPhone在中国的市场竞争力分析···························103.4.1苹果iPhone在中国的市场份额································103.4.2苹果iPhone在中国的品牌关注度······························113.5苹果iPhone在中国市场的SWOT分析···························124．苹果iPhone在中国市场的营销战略分析··························144.1苹果iPhone在中国的目标市场定位分析(STP)···················144.2苹果iPhone在中国的市场营销组合策略分析(4P)···············154.2.1苹果iPhone的产品策略······································154.2.2苹果iPhone的价格策略······································164.2.3苹果iPhone的渠道策略······································184.2.4苹果iPhone的促销策略······································194.2.4.1饥饿营销···················································194.2.4.2口碑营销···················································194.2.4.3公共关系营销··············································205．苹果iPhone对国内手机厂商的启示·······························206．结论与展望·······················································21注释·································································23参考文献····························································24致谢·································································251．绪论1.1研究背景与意义中国庞大的人口规模及持续的经济发展，使全球手机厂商关注到我国手机行业发展潜力极大。自1987年中国步入移动通信时代至今，众多国际品牌厂商进驻我国建立生产基地，抢占市场。21世纪手机行业竞争愈加激烈，经济发展和技术革新对各大手机厂商提出更高要求。近年中国移动通信产业发展迅猛，我国成为全球最大的手机生产销售市场：2014年4月末中国移动电话用户总数达12.52亿户，是全球手机用户最多的国家①；2014年前7月中国手机销售额达3029.3亿元，手机销量超2.35亿部；2014年前10月中国手机产量14.22亿台，同比增长8.4%，产量占全球市场的77%。②中国手机产业，尤其智能手机产业的发展，未来仍将持续高速增长态势。美国苹果公司作为国际巨头，一众产品中国市场销量惊人，iPhone定位为一款高品位智能手机，更以无可匹敌的功能及营销战略，在中国智能手机市场持续领先地位。随新一轮调整全球智能手机行业格局，更多强有力竞争厂商进驻中国市场，苹果手机营销面临挑战。本文研究苹果公司中国市场营销战略具创新性意义，不仅对分析解决苹果手机在我国营销过程中暴露的问题具有指导作用，且对国外企业进驻国内市场的营销策略制定亦具备借鉴意义，同时为国内手机厂商制定营销战略提供理论指导与经验借鉴。较之苹果公司，我认为国内手机厂商应意识到市场占有率只是暂时的，必须坚定创新的本质，贯彻顾客至上的理念，适应内外部环境制定恰当的营销策略，方能长期占据有利市场地位。1.2研究方法与分析框架本文应用理论分析与实例分析的研究方法，通过查阅相关文献及杂志报刊进行项目分析与归纳，提出对策建议，寻求适当的方法解决一些问题。文章运用PEST模型分析苹果手机在中国市场面临的宏观环境，结合市场竞争力分析，基于数据得出iPhone市场营销现状；进而运用SWOT分析iPhone在华竞争优劣势、机会与威胁，结合目标市场定位分析(STP)，综合考察iPhone在华营销选择的产品、价格、渠道与促销策略，指出存在问题且提出改进方案；最终整理为对国内企业的可借鉴经验，增强企业的发展后劲。2．理论综述2.1市场细分、选择与定位理论市场细分(Segmenting)、选择目标市场(Targeting)和市场定位(Positioning)为STP营销三大要素，亦为现代市场营销理论的核心。美国市场学家温德尔·史密斯(WendellR.Smith)于20世纪50年代中期提出市场细分，即企业依据消费者不同需求，把市场整体拆分为若干消费者群的过程，即在异质市场中寻求同质。企业根据不同变量划分市场，寻求最佳市场机会。针对消费者市场营销，主要细分变量为地理、人口(年龄、收入和职业)、行为(时机、忠诚度和使用率)和心理(个性、社会阶层和生活方式)。目标市场即评估不同细分市场的吸引力，并据此选定企业服务的目标顾客。为选定最佳市场，企业应考量市场规模、前景；市场竞争状况(同行业竞争状况、替代品威胁、潜在竞争者、买卖双方讨价还价能力)；企业自身资源能否赢取竞争优势等。正确评估各细分市场的赢利潜质，进而决定是否占领。1972年美国营销学家艾·里斯(ALRise)和杰克特劳特(JackTrout)首次提出市场定位，此后菲利浦·科特勒(PhilipKotler)批判地