1、made,About Apple Inc.,The introduction of Apple Inc.,蘋果公司是美國的一家高科技公司，2007年由蘋果電腦公司（更名而來，核心業(yè)務為電子科技產(chǎn)品，總部位于加利福尼亞州的庫比蒂諾。蘋果公司由史蒂夫喬布斯、斯蒂夫蓋瑞沃茲尼亞克和羅納德杰拉爾德韋恩在1976年4月1日創(chuàng)立，在高科技企業(yè)中以創(chuàng)新而聞名，知名的產(chǎn)品有Apple II、Macintosh電腦、Macbook筆記本電腦、iPod音樂播放器、iTunes商店、iMac一體機、iPhone手機和iPad平板電腦等。,Apple Incorporated is a high-tech compa

2、ny of the United States of America, in 2007 changed its name from the Apple Com puter Inc, the core business of electronic technology products, headquartered in California, Cupertino。 Apple Corp was founded by Steve Jobs, Steve Gary Wozniak and Ronald Gerald Wayne in April 1, 1976, in the high-tech

3、enterprises in innovation and famous, well-known products are Apple II, Macintosh computer, Macbook notebook computer, iPod music player, the iTunes store, iMac machine, iPhone mobile phone and iPad tablet computer.,Think Different！,The idea and influence of Apple Inc.,Think Different是蘋果電腦公司的口號，也是每一

4、個人的權(quán)利，它是蘋果公司為所有的個人所提供的生活理念。,Think Different is the Apple Incs slogan, also is the right of every individual, it is the Apple Corp for all individuals to provide life philosophy.,Think Different理念，筑就不凡的設計,杰夫曾嘲笑喬布斯：“不懂界面，只曉得包裝，把蘋果變成了一個盒子很漂亮的玩意兒”。 然而包裝卻將蘋果推向了成功的寶座。,Geoff laughed at Jobs: do not underst

5、and the interface, only know packaging, cut the apple into a box is very beautiful. However, packaging will Apple to succeed the throne.,Products,IPOD,iPhone,Mac,Others,IPOD Classic,IPOD touch,IPOD shuffle,不知道是藝術(shù)家創(chuàng)造了蘋果，還是蘋果造就了藝術(shù)家！,We dont know that if the artist created apple, or apple created the a

6、rtist!,Not marketing to support. The more often the unknown things coming, peopleare more eager to know the truth.,Marketing Strategy, posted on apple, applethrough the network, the media propaganda to create a sense of mystery, allows customers to Apple products from the full sense of expectation,

7、also makes somenew customers to increase brand awareness, to achieve the dual role of brand awareness and product promotion., since listing, the market for this product no matter how high the voice, the Apple Corp has always adhere to the limited supply. Many people may be because can not buy, and w

8、ant to buy a try. Some people even pay much toget their own do not understand something, he will be satisfied with joy,sometimes even dont know what they want, but Apples hunger marketing is just the use of people with this trend, chasing fashion psychology.,在蘋果新品發(fā)布前，蘋果通過網(wǎng)絡、媒體大肆的宣傳營造神秘感，使得顧客對蘋果產(chǎn)品從滿了

9、期待感，同時使得一些新顧客加大對品牌的認識，達到了品牌宣傳與新品宣傳的雙重作用。 自上市以來,不管市場對這款產(chǎn)品的呼聲多高,蘋果公司始終堅持限量供應。不少人或許是因為買不到,而想買一部試試。有人甚至花很大的代價得到了自己并不了解的東西,他就會滿足于得到的喜悅,有時候甚至不清楚自己想要的究竟是什么,而蘋果的饑餓營銷則正好利用了人們這種趕潮流、追時尚的心理。,蘋果在新品推出時，會有產(chǎn)品演示以及在蘋果專門的產(chǎn)品演示展覽區(qū)內(nèi)免費體驗產(chǎn)品，這樣能使的消費者在免費的條件下對產(chǎn)品有深刻的認識，當然這都源于蘋果產(chǎn)的絕對優(yōu)勢，使得體驗者會產(chǎn)生對產(chǎn)品的喜愛感，從而達到銷售目的。 由于產(chǎn)品的優(yōu)勢，使得蘋果產(chǎn)品成為了

10、一種時尚產(chǎn)品，因為追求時尚，因此會使得蘋果產(chǎn)品長久的熱賣,Because of the advantages of products, make apple products become a kind of fashion products, because the pursuit of fashion, so that long-term selling Apple products,Every Apple Corp launched a new product promotion,will choose the theater is full of mystery, the produc

11、t promotion through the playform, aroused curiosity. The apple in the new product launch, will have a product demonstration and the apple product demonstration zone specialized in freeproducts, which will enable consumers to have a profound understanding of the product in the free condition, of cour

12、se, which are derived from the absolute advantage of Apple products, the experience will have on the product feeling, to achieve the sales goal.,2013年第三季度蘋果產(chǎn)品銷售情況,現(xiàn)有競爭者間的競爭 蘋果公司的時間表是嚴格按照其自身的經(jīng)營策略和長期目標來制定的，其受市場態(tài)勢和競爭者狀況的影響較輕微，蘋果公司總能找到新的市場突破口，掌握主動權(quán)，適時推出新產(chǎn)品，占盡市場先機。在電腦硬件方面，主要的競爭對手有惠普、戴爾、聯(lián)想、宏基等公司；在電腦軟件方面，主

13、要有微軟、谷歌等公司；在手機方面，有諾基亞、索愛、三星等品牌；在掌上娛樂終端方面，有索尼、愛國者等品牌。對于蘋果公司來說，競爭對手逐漸增加，這是一個不好的消息，它們都是實力強大的競爭對手，而且其發(fā)展速度都快，占有很大的市場份額，是不容忽視的競爭者。,The competition among existing competitors Apple Corp schedules are strictly in accordance with its own business strategy and long-term objectives, it is affected by the marke

14、t trend and competitor situation slightly, the Apple Corp can always find a breakthrough in new market, grasp the initiative, timely introduction of new products, best market opportunity. In computer hardware, the main competitors are HP, Dell, Lenovo, Acer and other companies; in computer software,

15、 there are companies such as Google, Microsoft; in the mobile phone, with Nokia, Sony Ericsson, Samsung and other brands; in the handheld entertainment terminal, a Sony, the Patriot brand. For Apple Corp, competitors gradually increased, this is not a good news, they are powerful competitor, but its

16、 development speed is fast, has a very large market share, can not be ignored competitors.,替代品 對于替代品，蘋果不得不面對這方面的影響，作為最先進技術(shù)（如芯片、硬件、軟件等）的應用者和開發(fā)者，蘋果有很大的優(yōu)勢。但如果替代品能夠提供比現(xiàn)有產(chǎn)品更高的價值比，這將對現(xiàn)有產(chǎn)品構(gòu)成威脅，基于此，蘋果公司應加強對市場的考察和投入。如硬件方面，聯(lián)想、戴爾等公司都將電腦向薄和輕等方向發(fā)展，像聯(lián)想的樂pad；軟件方面，微軟一直是蘋果公司最大的競爭對手，如它的操作系統(tǒng)；在手機行業(yè)，諾基亞的崛起占據(jù)了大量的市場份額，它的銷

17、售額逐年增長。,Substitute For replacement, Apple had to face the impact of this, as the most advanced technology (such as chips, hardware, software and so on) the researchers and developers, Apple has a great advantage. But if the alternatives can offer higher than the value of existing products, this will pose a threat to the existing products, based on this, the Apple Corp should strengthen the market research and investment. Such as hardware, such as Lenovo, Dell computer company will develop to the directio