苹果公司创新案例分析(英文)概要1.pptVIP

营销管理中心 营销管理中心 小田 @ 小田 @ The innovation Culture of Apple Inc. 　　　　　 Name：GAO YUETING Date: 11/09/2014 Contents Introduction and Development History of Apple Inc. The definition and content of innovation The innovation culture of Apple Inc. Conclusion and Evaluation Development History 1976-1980:Founding and incorporation 1990-1999:Decline and restructuring 2007-2010:Success with mobile devices 2011-present:Acqusitions and expansion Enterprise innovation is a restructuring process of production elements.(Schumpeter,1908) * 营销管理中心 * Definition and content of Innovation It consists of 5 aspects: import new products adopt to new production models exploit new market explore or use new raw materials adopt to new organizational forms Apple’s innovation model Concept innovation Innovation of marketing pattern Product innovation Concept innovation Apple not only sell products ,but also stand for one concept ,brand image, service, fashion or certain status Design Marketing Well-designed products can change this field or world characteristics of product innovation Appearance Focus on customer needs Performance:software+Handware marketing pattern Hunger marketing Experience marketing Word-of mouth marketing Hunger Marketing Publicize and promote Research and Develop-ment Customer desire Distribution Channel ‘Hunger Marketing’model of Apple It is that?the commodity provider intends to reduce production in order to achieve the regulation of supply and demand, The purpose is that making demand illusion“ to maintain higher commodity prices and profitability. Word-of-mouth Marketing It is the application of effective means that lead customers talking about their products, services and corporate image, and motivate customers to introduce and recommend their products to the surrounding population. Conclusion and Evaluation: Innovation is necessary to promote the development of a company. A company should