苹果公司在华市场营销策略研究.docVIP

青岛理工大学毕业设计（论文） PAGE I PAGE I 摘 要 苹果公司是当今世界最为出名的科技公司，也是市值最高的公司，其市值超过7000亿美金，2014年苹果全年营业额达到了1800亿美金。1977年史蒂夫乔布斯和他的朋友沃兹尼亚克在他家的车库创立了苹果公司，苹果公司生产的苹果手机，苹果音乐播放器，苹果电脑等硬件设备已经成为世界的科技潮流，席卷全球。这其中也包括经济实力日益强大的中国，2014年中国已经超过美国，成为苹果公司全球最大的市场。自从上个世纪90年代进入中国大陆市场以来，苹果公司对于中国市场日益重视，对华营销策略也在发生深刻的变化。特别是乔布斯去世后，继任CEO蒂姆库克对于中国越加重视。那么苹果公司在华的营销策略具体是什么样的，它经历着怎样的变化，这其中变化的原因又是什么。 本文的主要目的就是通过研究分析苹果公司在华不同时期的营销策略，并且结合当时市场情况加以分析，力求大致展现苹果公司在华市场的发展状况，借此了解苹果公司未来的全球战略布局以及公司发展走向。 关键词：后乔布斯时代；营销；中国市场；苹果手机 ABSTRACT Apple Inc is the worlds most famous technology company, is also the most valuable company, more than $700 billion. In 2014, apples annual turnover reached $180 billion. In 1977, Steve jobs and his friend Steve wozniak established the apple in his garage, iPhone, iPod, MacBook, tablet and other hardware equipment has become the world trend of science and technology, the rest of the world. Including Chinas growing strong economic strength, China has overtaken the United States in 2014, as the worlds largest apple market. Since the 90 s to enter the Chinese mainland market, the company for the Chinese market is becoming more and more attention, the marketing strategy in China is undergoing profound changes. Especially after jobs death, the succession CEO Tim cook for Chinas increasingly attention. So apple specific is what kind of marketing strategy in China, how it going through changes, what is the cause of the change. The main purpose of this paper is through study and analysis the apple company marketing strategy in different periods in China, and combining with the current market situation analysis, to roughly show the development of apple market in China, to understand the apple company global strategic layout, and in the future development trend. KEY WORDS: After the time of Jobs Marketing The Chinese market Iphone PAGE I PAGE I 目 录TOC \o 1-3 \h \u 440 前 言 1 3345 第1章 苹果公司介绍 1 6422 1.1 苹果公司初期 2 13641 1.2 苹果公司成为全球市值最高的公司 3 158 第2章 苹果公司在