business strategy of apple company
苹果公司介绍ppt APPLE
③苹果在新品推出时，会有产品演示以及在苹果专门的产品演示展览区内免费体验产品，这样能使 的消费者在免费的条件下对产品有深刻的认识，当然这都源于苹果产的绝对优势，使得体验者会产 生对产品的喜爱感，从而达到销售目的。 ④由于产品的优势，使得苹果产品成为了一种时尚产品，因为追求时尚，因此会使得苹果产品长久 的热卖
2013年第三季度苹果产品销售情况现有竞争者间的竞争苹果公司的时间表是严格按照其自身的经营策略和长期目标来制定的其受市场态势和竞争者状况的影响较轻微苹果公司总能找到新的市场突破口掌握主动权适时推出新产品占尽市场先机
About Apple Inc.
made
The introduction of Apple Inc.
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 direction of thin and light, like Lenovo pad; software, Microsoft has been the Apple Corp's biggest competitors, such as the operating system; in the mobile phone industry, the rise of Nokia occupy a large market share, its sales increased year by year. 替代品
体现策略的例子英文作文
体现策略的例子英文作文英文：When it comes to strategy, the first thing that comes to mind is a plan or a set of actions that are taken to achieve a specific goal. In business, strategy is essential for success. A company needs to have a clear plan of action to achieve its goals and stay ahead of the competition.One example of a successful business strategy isApple's marketing strategy. Apple is known for its innovative products, sleek designs, and high prices. However, Apple's success is not just due to its products; it is also due to its marketing strategy. Apple creates a sense of exclusivity by limiting the availability of its products and creating hype around new releases. This creates a sense of urgency among consumers, which leads to high demand and high prices.Another example of a successful strategy is Amazon'scustomer-centric approach. Amazon's goal is to be the most customer-centric company in the world. To achieve this goal, Amazon focuses on providing excellent customer service,fast shipping, and a wide selection of products. This strategy has helped Amazon become one of the mostsuccessful companies in the world.中文：当谈到策略时，首先想到的是一项计划或一系列行动，旨在实现特定的目标。
苹果公司介绍 英文PPT幻灯片
Sales Strategy
Apple Inc. has become well known for its advertisements, which are designed to reflect a plan of marketing their products to creative individuals.
三个苹果改变了世界 第一个诱惑了夏娃 第二个砸醒了牛顿 第三个掌握在乔布斯手中
Steve Jobs 1955-2011
Name：Steve Jobs Nationality： American. Born：February 24, 1955, in San Francisco, California. Education：Attended Reed College in 1972.
Apple
Switch 丨 environmental 丨Innovation
WANGFEI ZHANGYI
FUWEITING ZHANGYUEYI
1
COMPANY PROFILE
Apple Inc. is an American multinational corporation that designs
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Apple's retail and online stores are very unique
They play more the role of education and support notsales. They are very simple, even a little too far simpler to at least the most clear sign of providing information. They give people the impression that a lot of people there to help you.
苹果的供应链管理世界（Apple
苹果的供应链管理世界（Apple's world of supply chainmanagement）Apple was once in the inventory crisis, inventory finished value of $700 million, the annual inventory turnover rate of less than 13 times.10 years ago, apple founder Jobs's "a person, a table, a computer can change the world," the paranoid beliefs, so that Apple once fell into the dead line. To save apple, one of Jobs's key actions is to solve the problem of supply chain management. Now, apple through the implementation of demand oriented and pragmatic innovation, design different sales channels, streamline inventory, outsourcing non core business and the construction of supply chain alliance strategy, developed a rapid connection between the supplier, the company and the customer, that do not rely solely on low cost strategy of the supply chain can be achieved enviable achievement the. At the same time, Apple's supply chain world has excessive pressure, suppliers, sales channels of some products are imperfect, product pricing is too high and supply chain instability.Demand oriented pragmatic design innovationApple is a master of consumer trends. Because grasp the consumption trend of apple, one of the few brands in the first personal computer market, unfortunately, product ideas too far ahead, let Apple lost in the personal computer in the vast majority of the market share. Then, the ability of human to observe and lit can be adjusted in a timely manner to meet the needs of the apple building design strategy, innovative andpragmatic, that is for every new product design, apple requires that its engineers to provide three evaluation documents, including files, a market development of a project file and a user experience in documents; if the three files are the executive committee evaluation and approval, the design team will receive a budget. This market - oriented, not from a technical point of view, but from the market point of view, determine what kind of products and sales price strategy is worth trying.IPhone, for example, was named "best invention of 2007" by time magazine, although it uses mature technology, but it can give consumers a brand new consumer experience. In the case of musical features, iPhone uses the standard headphone interface of the 3.5mm, which means that consumers can enjoy different music via different types of headphones.Apple's experience shows that although very understanding of consumers, but ahead of the concept and design may not be able to trigger consumer sympathy, but also need to have the necessary market resources and technical support. In this respect, Apple's success is as much a lesson as it has failed. If Apple hadn't failed, there would have been no HP, no Dell, no Compaq, not even Microsoft.Differentiated sales channelsApple for different product types, the use of distinctive sales channels.For iPhone products, apple is all directly with the operatorsto cooperate, through sales divided into profit, in the United States is AT&T, the United Kingdom is O2. But in Chinese, when a proud Apple Corp want to be this way copied directly, but was rejected, because the monopoly China operators than their counterparts in other countries strong. It is understood that, O2 in obtaining the right to sell iPhone at the same time, it means that in the future will be 40% of the income to apple, but this way for China Mobile or Unicom is not feasible.For all non iPhone products in the retail terminal, apple market segmentation selection, adopted by authorized stores, stores, chain stores, online retail, online direct marketing authorization four way line. Authorized stores mainly by some self-employed business, these businesses for the rapid reaction of the market, be good at climbing, and has a large number of old customer resources. Store chain model, mainly relying on the regular group army, strong stores andhigh-quality sales team, hold more of the end consumer groups. Online authorized retail is primarily an excellent network. Finally, in order to allow customers to configure orders, apple began to directly through the Apple store, on Internet receive educational institutions and customer orders,And configure products directly for them.Streamline inventoryIn 1996, Apple Corp's inventory of finished goods was worth $700 million, bringing the company into a stock crisis, with less than 13 stock turnover. To this end, Apple has adopted a series of measures to reduce inventory.First, reduce the number of suppliers. Apple has reduced the size of its original large suppliers to a smaller core group, and began to regularly send predictive information to vendors to cope with the risk of a surge in inventory for a variety of reasons. However, apple suppliers also put forward a series of brutal perfectionism requirements, no matter when, if a project does not meet the requirements, Apple will require suppliers to make analysis and explain the reason in 12 hours.Second, reduce product categories. This is the most basic link in the whole reform, apple put the original more than 15 kinds of product style cut to 4 kinds of basic style of the products, and possibly more standardized components, thus greatly reducing the number of spare production parts and the number of semi-finished products, will be able to focus more on product customization instead, for a large number of products in handling large inventories. For example, iPod nano uses almost all of the common IC, thus reducing the time and inventory spent on component preparation. In 2007, apple achieved rapid inventory turnover levels (50.8) and high speed growth (38.6%).Third, to provide more intangible products. So far, the Apple Corp's demand forecasting, inventory management is still very bad, but Apple provides services through the iTunes music store, allow consumers to spend a lot of money in the zero inventory supply chain of goods a sales of nearly $2 billion. Currently, Apple's online iTunes music store has become the world's third largest music retailer, second only to WAL-MART and best buy.Apple's turnaround shows that only by reducing the cost ofinventory, can enterprises directly increase profits.Outsourcing non core businessFirst, production outsourcing. Although most iPod users always talked about iPod music and media player by apple production of a very successful, but they don't care who it is or where production produced, and this is what Apple wants. From Taiwan, Hon Hai, ASUS and Inventec Corporation in the use of their mainland factory assembled millions of iPod, but their name is unknown. The same is also made in the outsourcing decision of board production, Apple has been the production of PC board, but found in the 1998 survey, some manufacturers of the motherboard has better than Apple's own production of computer motherboard, so this part of the business in the year the company decided to sell, and outsourcing later to suppliers complete.Second, design outsourcing. As the best innovation company in the world, apple refuses to plan its innovation strategy with its own resources. According to statistics, in 2006, high-tech enterprises in R & D investment rankings, apple only 715 million U. S. dollars ranked fifteenth, about the top ranked Microsoft's 1/9. For example, McIntosh pioneered the use of the mouse and the iPhone technology used by Mutli-Touch from other companies, and even the initial development of iPod was outsourced.Constructing supply chain allianceAt first, Apple had the reputation of making the world's bestcomputer, but only a few software or hardware could be matched with Mac. Today, Apple's ecosystem has evolved from a miserable small high-tech village into a global empire.The iPod+iTunes mode of the consumer electronics manufacturers, chip manufacturers, large software companies, music companies, computer manufacturers and retailers force together to create a play, download and video customer supply chain for customers. At the same time, Apple has been working with manufacturers of portable microphones, music players, housings and other small hardware. For example,Join the iPod adapter for the first time in the BMW dashboard of many of its 2004 models of storage compartments, GM's 2008 Cadillac CTS will have a iPod rotation and click interface of the center console, not only can the iPod music player, can play CD and broadcasting, satellite broadcasting. Apple also worked with Nike to combine sport with music and launch an innovative "Nike+iPod" range.The same story was staged in iPhone. IPhone is not only a mobile phone, but apple is trying to build people with web pages, listening to music, watching television and movies, call new experience, but also for mobile phone manufacturers, network operators, manufacturers and distributors of movies and TV programs and computer company strength re division. As iPhone sells well, more partners will surely become part of the Apple's supply chain.Shortage of supply chainOver pressure supplier. In the relationship with suppliers, apple is absolutely active. Apple in the electronic industry is a demanding client, because Apple and Jobs for product quality and the pursuit of security, so the manufacturers offer OEM service for them to meet these standards are constantly on the run. For example, Apple has been to control the profits of Taiwan manufacturers in a relatively low range, and therefore indirectly led to 2006 in major media uproar in the Hon Hai Precision company abuse of labor incidents. If Apple wants to promote Taiwan manufacturers to change the status quo, they need to give these manufacturers more profits.IPhone sales channel worries. The prosperity of the Gome and Suning chain giant, confirms the "channel is king" era; while iPhone is not a luxury, not a strong channel network is unable to win, including the chain sales channels and operators to customize. Noisy temporary "iPhone and China Mobile cooperation" issue, because the mobile iPhone model is not suitable for China's position, and an abrupt end. But the real reason for the suspension is that iPhone has made a very strong profit sharing plan and believes that in the near future, the chain will gladly accept orders from Apple iPhone.Overpriced. IPod is stepping on the ubiquitous road of the Walkman walkman. If you want to be as popular and huge as Walkman, Apple needs to overcome the price challenge. However, in the personal audio and video products, apple faces challenges from countries around the world, especially South Korea products, the same design concept, more competitive prices, so that apple difficult. The price is as low as $25 when Walkman is most popular, even if the best set is only $100. IPod has been an"elite" product since its debut, with all its products at around $300, and the most expensive $599.The risk of instability in the alliance. Apple created a model with iPod+iTunes, "razor and blade," that sells expensive razors (music players), while music producers are tricked to sell blades (Music) at a cheap price. Such "despot" clause caused discontent in the record industry. Hollywood, for example, has resisted Apple's idea of playing movies on iPod and iPhone. At the moment, apple sells 52 million TV shows and movies, less than two videos per iPod. The same is true of iPhone, where apple takes iTunes and mobile phone bundles, and without the revenues of iTunes music stores, it also affects iPhone's overall profits.At the same time, under the banner of Microsoft, has more peripheral equipment and accessories manufacturer Microsoft on the ship as the seafarer, how many companies are willing to non mainstream design, production and processing of Apple products? If Apple wants to become evergreen enterprises, we must change the current relatively closed system, let the customer can more freely choose and consumption.。
苹果公司财务报表分析
—Annual Report Analysis of Apple Inc.
Form 10K
A Form 10-K is an annual report required by the U.S. Securities and Exchange Commission (SEC), that gives a comprehensive summary of a company's performance. The 10-K includes information such as company history, organizational structure, executive compensation, equity, subsidiaries, and audited financial statements, among other information. The name of the Form 10-K comes from the Code of Federal Regulations (CFR) designation of the form pursuant to sections 13 and 15(d) of the Securities Exchange Act of 1934 as amended.
Risk
• The Company’s products and services may experience quality problems from time to time that can result in decreased sales and operating margin. • The Company is subject to laws and regulations worldwide, changes to which could increase the Company’s costs and individually or in the aggregate adversely affect the Company’s business. • The Company’s business and reputation may be impacted by information technology system failures or network disruptions. • The Company’s stock price is subject to volatility.
Apple公司的营销策略分析(英文版)
Brief introduction
Apple (Apple Inc.) is a high-tech company in the United States, in 2007 changed its name-- Apple (Apple Computer, Inc.) .its core business is electronic technology products, based in cupertino, California. it founded on April 1, 1976 by Steve jobs, Steve wozniak and Ron Wayn, it is famous for its innovation in high-tech enterprises, leading products are Apple II, Macintosh computers, the Macbook computer, iPod music player, iTunes store, iPhone, iMac machine and tablet computer, etc. Important people： Steve jobs（CEO） Timothy D. Cook（COO） Peter Oppenheimer（CFO） Philip W. Schiller（SVP Marketing） Jonathan Ive（VP Industrial Design）
Apple Corp now is not just a turnover of $7900000000(7.9billion) super listing Corporation, also has a unique brand logo, it is a strong competitive advantage, whether the quality of product launched is good or bad, it can gain more profit under strong brand trust and popularity , because the logo which is gnawing away half of the apple has been recognized by consumers, Apple's electronic products have been known as high-grade, high quality, buy a computer, buy a player, your best choice--apple, people often have this common sense of identity, a magic weapon of Apple Corp, is also an important mean to win in the business competition.
苹果公司业务分析【英文】
March, 7 2008
Mathew Lugo, Brooks Johnston, Jessica-Anne Stoudemire, Kerri Barringer, & Ben Ponds
Executive Summary
Competitor Profile: Dell
Engage in the design, development, manufacture, marketing, sale, and support of various computer systems and services worldwide.
Presented by: Kerri Barringer
Apple Profile
Products: Desktop computers, laptops, digital music players, software Markets: High-end, technology-savvy users Size: $8.3 billion in sales in 2004 Industry:
Operating Environment
Economic Factors Intense growth – dependent on machines Demand for product services & support Social Factors Wireless communication Powerful & portable devices Political Factors Copyrights protection Technological Factors Strong rivalries among top competitors Continuously changing products Ecological Factors Pollution Corporate Social Responsibility Summary Product support services Powerful & portable devices
Apple设计的商业模式：服务和生态系统
Apple设计的商业模式：服务和生态系统在当今科技潮流中，Apple（苹果公司）无疑是一颗熠熠生辉的明星。
不仅因为它的创新产品，更因为它独特而强大的商业模式。
Apple的商业模式以服务和生态系统为核心，形成了一种独特的商业生态，深刻影响着我们的日常生活。
### 1. **服务为王**Apple的商业模式始于卖硬件，但它已经逐渐将注意力转向了服务。
Apple Music、Apple TV+、Apple Arcade等服务产品层出不穷。
这些服务不仅丰富了用户体验，也为公司带来了稳定的收入。
通过订阅制服务，Apple成功地将用户锁定在了自家的生态系统内。
这种服务为王的策略不仅仅体现在娱乐领域，还延伸到了云存储、支付等领域。
iCloud提供了便捷的云存储服务，Apple Pay则让用户可以方便地进行移动支付。
这些服务的整合使得用户可以更加便捷地使用各种Apple产品，从而形成了用户粘性，增强了用户忠诚度。
### 2. **打造封闭的生态系统**Apple的生态系统一直以来都是其商业模式的核心竞争力。
从硬件到操作系统再到应用商店，Apple的生态系统是封闭的、高度整合的。
这种封闭性保障了产品的稳定性和安全性，也确保了用户体验的一致性。
在Apple的生态系统中，各种设备和服务无缝连接，用户可以在Mac、iPhone、iPad等设备间实现无缝切换。
这种一体化的体验不仅提高了用户的生产力，也增加了用户在生态系统中的粘性。
用户购买了一个设备，就很容易被吸引进入到整个生态系统中，从而形成了良性循环。
### 3. **用户体验至上**Apple的商业模式的另一个关键点是用户体验至上。
从产品设计到用户界面，从售后服务到用户支持，Apple始终把用户体验放在首位。
产品的简洁设计、直观操作、顺畅体验成为了Apple产品的代表特征。
在Apple Store购买产品，不仅是一次购物，更是一次愉快的体验。
店内的布局、服务人员的培训，无不体现了苹果对用户体验的极致追求。
商业是什么英文作文
商业是什么英文作文英文：What is business? To put it simply, business is the exchange of goods or services for money. It involves the buying and selling of products or services to meet the needs of consumers. But business is more than just transactions and profits. It is about creating value for customers, building relationships with stakeholders, and contributing to the economy.In today's globalized world, businesses can take many forms. They can be small startups or large corporations, local or multinational, brick-and-mortar or online. Regardless of size or type, successful businesses must have a clear strategy, strong leadership, and a willingness to adapt to changing market conditions.One example of a successful business is Apple Inc. The company started as a small computer manufacturer in the1970s and has since grown into a tech giant with a market value of over $2 trillion. Apple's success can beattributed to its innovative products, strong brand identity, and customer-centric approach.Another example is Alibaba Group, a Chinese e-commerce company founded in 1999. Alibaba has revolutionized the way people buy and sell goods online, and has become one of the world's largest retailers. Its success is due in part toits ability to connect buyers and sellers from around the world, as well as its focus on customer satisfaction and trust.In conclusion, business is about more than just making money. It is about creating value, building relationships, and contributing to society. Successful businesses must have a clear strategy, strong leadership, and a willingness to adapt to changing market conditions. Examples like Apple and Alibaba show that with the right approach, businesses can achieve great success.中文：商业是什么？简单来说，商业就是以货物或服务交换为基础的金钱交易。
苹果公司场战略AnAnalysisofApplex27sMarketingStrategy
An Analysis of Apple's Marketing Strategy1.Introduction1.1The introduction of AppleApple is a pers onal computer compa ny foun ded in 1976 by Steve n Jobs and Steve Wozni ak. Throughout the history of pers onal comput ing, Apple has bee n one of the most inno vative in flue nces. In fact, some an alysts say that the en tire evoluti on of the PC can be viewed as an effort to catch up with the Apple Macin tosh. In additi on to inven ti ng new tech no logies, Apple also has ofte n bee n the first to bring sophisticated tech no logies to the pers onal computer. Apple's innovations include: Graphical user interface (GUI). First introduced in 1983 on its Lisa computer. Many comp onents of the Mac in tosh GUI have become de facto sta ndards and can be found in other operati ng systems, such as Microsoft Win dows. Color. The Apple II, introduced in 1977, was the first personal computer to offer color monitors. Built-in networking. In 1985, Apple released a new version of the Macintosh with built-in support for networking (LocalTalk). Plug & play expansion. In 1987, the Mac II introduced a new expa nsion bus called NuBus that made it possible to add devices and con figure them en tirely with software. Quick Time. In 1991, Apple in troduced QuickTime, a multi-platform standard for video, sound, and other multimedia applications. Integrated television. In 1993, Apple released the Macintosh TV, the first personal computer with built-in television and stereo CD. RISC. In 1994, Apple introduced the Power Mac, based on the PowerPC RISC microprocessor.1.2The introduction of Apple ' s productThe Apple iPhone provides its user with the ultimate mobile device which include high quality features and stunning desig n con cept. The iPh one is a mobile pho ne, a highly useable widescree n iPod with touch scree n con trols and a Internet com muni cati ons device, all rolled into one portable device making it an outstanding smart phone. The casing is small and lightweight which measures 115mm x 61mm x 11.6mm and weighs 135 grams. The cas ing comes is a selecti on of popular colors which in clude a sleek black gloss look finish and a sophisticated glossy white color. The phone comes with a huge multi touch color screen which acts as a brilliant display as well as the users input method which allows the user to control all the phones functions using the multi touch screen. The screen measures 3.5 Inches and provides a screen resolution of 320 x 480 pixels on abrilliantly colored screen. The Apple iPhone has changed the way user will use their mobile phone device and the iPhone provides the user with state of the art technology which is extremely user friendly.The iPhone comes with a new Mac OS X based user interface which is based on the large multi touch color display. The iPhone is available in 8 Gbyte memory version. The smart phone comes with a fitted battery which provides the user with up to 16 hours worth of music playback and approximately 5 hours of talk time which includes call time, video time and Internet browsing time. The Apple iPhone comes with a picture address book which allows the user to see a picture of their contact as well as the contacts name. The address book is easy to access from the phones main menu and the user can make a call by simply touching the contacts details on the multi touch screen. The user can select to mute, use the keypad, switch to speaker phone, add a call, hold a call, accesscontacts details or end the call all from the call menu. The phone will automatically create a favorites call list which is made up of all the most frequently made calls. The user can easily create a conference call my merging their calls together.The user will enjoy and quick and easy input method when typing messages as the iPhone will display a touch QWERTY keyboard on the 3.5 Inch screen which is a predictive keyboard and automatically corrects typing errors. The touch keyboard provides a user friendly input method and the Apple iPhone displays the typing above the keyboard which provides a real feel typing experience for the user. The user can create text messages, multimedia messages and emails using the touch keyboard. The email service works just like the users PC, Mac or laptop email client but the iPhone email service is a mobile email service which is easy and quick to use. The email client supports POP3 and IMAP based email service which include Microsoft Exchange, AOL Mail, Apple Mac Mail, Google Email and ISP email services. The user can enjoy a real email experience on the Apple iPhone which can include graphics, images and photo attachments. The visual voicemail feature works like an email service which allows the user to select and listen to their voicemail messages in any order they desire, just like email service. The user can select the voice mail which is of most important and use the touch screen call back control to call their contact back from the voicemail screen.The built in music player comes with touch screen music controls which allow the user to play, pause, rewind and fast forward their choice of music. The user can view their album covers on thescreen and the iPhone comes with a touch screen search facility which allows the user to search by song, album, artist or play list. The multi touch screen controls and easy to create music play lists make the music player fun and simple to use.The beautiful Apple iPhone comes with a built in camera and video feature which allows the user to capture still photographic images and moving video footage easily with their portable device. The smartphone comes with a selection of camera and video settings which will ensure the user gets the perfect effect and finish to every photograph or video captured. The advanced photo management application provides the user with everything they need to gain the perfect finish to each and every photo. The user can record and play video footage in all popular video formats. The Apple iPhone comes with easy to use touch screen video controls which include play, pause, chapter fast forward, chapter rewind and volume controls which are all displayed on the intelligent multi touch screen. The smartphone allows the user to watch their favorite TV shows and movies which makes the iPhone the perfect companion when the user has some leisure time.The user can enjoy a real mobile Internet experience on their phone which allows the user to view all Internet sites the way they were designed to be viewed. The user can accessthe Safari Internet browser which comes with a zoom facility which is activated by the user simply tapping the multi touch screen. The Safari Internet browser comes with a built in Google and Yahoo, Internet search functions. The user can search the Internet on their mobile phone where ever they are, but using either Edge or WiFi. The user can connect to compatible devices using Bluetooth? wireless technology, WiFi and USB connectivity. The Apple iPhone smartphone comes with built in technology which provides the user with a fast and efficient portable device. The phone comes with Edge technology which provides the user with fast data transfers which are up to three times faster than GPRS. The smartphone works over a GSM quad band network which allows the user to use their Apple iPhoneWorldwide. The iPhone will automatically synchronize all the users contacts from their PC, laptop, Mac or Internet service. The user can view their iPhone in either portrait or landscape mode and the intelligent built in technology will automatically change the viewing screen to suit the users requirements. The user can see the whole width of an Internet site or a photo in true landscape setting by simply turning the iPhone to landscape mode. The iPhone automatically knows when the user lifts the phone to their ear to use and will switch off the display to save the battery and preventany touch controls being selected in error. The Apple iPhones comes with a Google map application which allows the user to view maps and satellite images on their phone. The maps application can provide the user with directions, and traffic information when the user is on the move. The widgets application provides the user with helpful real time information on stock reports and provides Worldwide weather reports.2.The current develop situation of Apple2.1 The competitive advantage of iphoneFirst is innovation. Apple store successfully deal the use of related products, bug collection, ideas and opinions. For example, Apple user can log in apple store directly to see how to use iMovie, to see the tips other people use, and download the related products. Undoubtedly, this perfect replaced phone calls and complaints, let users really feel the joy of Apple family. At the same time, apple's software engineers are busy with the development of new software, new plug-in, allows users to download and use. Apple store will also release some interesting news, whether original or collected, can quickly share to the user. Apple's customer loyalty increase rapidly, and such design is not popular in the domestic market.Second is customer loyalty. Any design of Apple are carefully considered, even the packing can let a person feel content. From the neatly wrapped power cord to the smooth lining design, each step to open the packaging is enjoyable. Apple is very consistent in each customer contact. From new product launch to apple's web site, and the product itself. This brand gives person the sense with neat and organized. In the high-tech industry, it is a pleasure feeling.Third is the differentiation. Even if the company use of traditional channels and media promotion, it will also be in unexpected places with a special way. Former apple senior marketing personnel Steve Chazin said, Apple iPhone attached little white earphonesare using white is not accidental. Chazin wrote in his e-book Marketing Apple, The white iPhone earphones was not designed by the engineer, this is pure apple's marketing tactics. Because when people listening to the music through iphone, the only visible part is the white earphones,which makes the white headphoneshas become a symbol of a trendy fashion. Apple is not simple to packaging products very beautiful or giving it a perfect logo. It is unique in its unexpected places, in unusual ways to distinguish from the others,and will not affect the customer experience to enjoy.2.2The problem in development process(1)Less product varietyCompared with Several traditional mobile phone manufacturers such as Nokia, Motorola, Sony Ericsson etc. Numerous years only launch few mobile phone. Apple s'quantity and the market share is always lower than rising star Google which only produce software and systems.(2)Maintenance is expensiveBecause Apple uses relatively new design, make the products more artistic sense, but the trouble is that relative to other products, Apple's products are more easily damaged, including mobile phone, computerand other electronic products. and because of the material and the cost of maintenance, repair Appleproducts also means high cost, this is that many consumers complain about. Many users reflect, although Apple authorized service point more formal, price transparency, security maintenancequality, but the price is too high, the customer is difficult to accept. Consumers said the apple authorized pits, as long as it is beyond the scope of the warranty parts, basic price it is hundreds of yuan, such as screen 1000 yuan, batteries 580, home button, 800-1000 yuan. If the touch screen is broken, the average price of maintenance is more than one thousand, is equivalent to a third the price of the machine. Apple authorized service providers explain, because apple products button is with the motherboard together, change the keyboard need to change the mainboard, so the price is more expensive.(3)Marketing channel is not clearBecause of dependence of operators, phone market is divided into operators to customize the way and open pipelines. Among them, operators to customize is more popular in foreign cou ntries. On the contrary, in China, the main sales channel is the open pipelines and operators o nly represent a small fraction. According to the communication data, in 2008, the sales of cus tomized cell phones by China Mobile only represents 17% in the total sales, but, with the ev olution of market and the improvement of 3G, I believe that the proportion will be bigger and bigger. Apple mobile products have two independent distributors in China, they are China u nicom and China mobile. Also is their product assigns the business agent in China. The prod ucts of two parts will be exclusive, if they give a product to the China unicom, the product ca nnot be given to the China mobile any more and vice versa. Now the two companies separate ly represents a number of cell phones of Apple. The sales ofnetwork coverage throughout all the retail stores in townships,cities and country.The two company are also the national agenc y of Nokia, Samsung, LG, HTC etc.. The distribution capability is always in front rank, the t wo company have their own characteristics, they are running neck andneck.Certainly,iPho ne products to market involved choosing one agency from these two agencies. About 83 mas sive retailer have direct delivery agreement with Apple, and according the agreement, they h ave right to direct delivery, so they enjoy the price advantage and marketing support. Mean while, Apple demands for its quality constantly overweight. The customer is not exclusive to each other, basically cannot be talked about the channel selection issue. There are about 385 0 main standard retail stores that Apple company representative can visit everyday. Accordin g different product to the market, the Apple company need to choose a proper retail channel.3.The marketing strategy of Apple3.1The advantage of hunger marketingHunger marketing "refers to the commodity provider intends to cut production, to achieve control of supply and demand, Create the illusion of demand exceeds supply , maintain high sale price and profit margins. Hunger marketing is by adjusting the quantity of supply and demand at both ends to influence the terminal price, to achieve the objective of add price. Apple's product marketing is not simply a hunger marketing,But the hunger marketing segmentation. First they just tell the market, after a very long time almost no news. When the market is desperate to get information through a variety of ways, they give a brief description of the product. Until the product is officially listed, you will see the advertisement through a variety of ways. This extreme contrast will let consumers have great interest and buying impulse on Apple products suddenly. When iPhone display can also hide icon on the phone's screen, not only created the mystique, but also unceasingly raised speculation what new feature hide behind it. It successfully solved the problem of the less products of Apple, although it less products, it's still one of the most popular consumption target of consumer.3.2The Strictly control of the after sale departmentThe service is very reliable in Apple counter . but many buyers in order to buy apple products more cheaper. Ignoring the warranty, or choose the smuggled goods or purchased from non official channels. When the product broken, they must face the expensive maintenance cost. In order toreduce the impression of Apple's expensive maintenance cost in the customers mind. We need to do these two point:1、Advises consumers to buy products from the formal channels，improve the quality of after-sales service，if appear the natural problem during the guarantee period we will change another new one.2、Manage the after sale service, and resolutely forbidden use something old to the new one, and do not accept the smuggled goods, repair and renovation one, provide the regular customers more service, reduce the cost of repair. Changing the expensive maintenance cost problem of smart phone fundamentally.3.3 The right marketing channelThere are two types of customers in the retail customer choice, DKR and KR. Because of DKR belongs to the direct supply system, and with its perfect management. Apple has a special customer group tracking, the ability of digest is strong, accounted for about 30%of Open market sales, Is the main channel of iPhone products list. Although KR customers accounted for 70% of open market channels, the number and type of customer is big, the distribution of sales is uneven. For high-end mobile phone emphasis in social networks we should have to choice and abandon. The selection of channel will decide by the sales department 3 days before the products listed.Two weeks before listed ,after finish feedback the general manager will along other sales planning transfer to channe、l retail、market、finance department to prepare perform. At the same time the market department to do the ads sectio、nPOSM and gifts distribution. 3.4The strategy of operator3.4.1The mobile internet strategy with UnicomAnalysis of the mechanism Morgan Stanley believes that mobile Internet operators of broadband network have the most developmentpotential in the few days; based on mobile Internet operators in the 3G era of China Unicom put forward their own marketing strategy: Network firstMature quality of the WCDMA network of China Unicom is the basis and guarantee of effective development of all business, in September 2009, China Unicom has launched the international roaming of WCDMA network in215 countries and regions, covering up to 335 of domestic 3G network..Terminal nextThe multimedia intelligent of mobile phone applications is beneficial to protect the 3G network application and profitabilityRule makerTelecom operators have the right to control the mobile internet passageway. It's the important marker in the mode of operation of the wireless terminalThe application is kingThe app store of China Union is under construction, network operators can also provide the content, which is the core competition of the mobile Internet. Based on the application from huge customer base is also the key of competition. At the same time, it'sa new profit growth point in the data serviceOnline charging systemThis application will be more and more in the mobile internet era, and the concept of mobile wallet has been accepted by more and more customers.3.4.2The win-win wireless internet marketing strategy with UnicomThe operator's network and terminal manufacturers products is the basic for customers enjoy the good service and experience. The good cooperation between them can enhance the consumer experience to meet the user needs to improve customer satisfaction and loyalty. Apple 's products are favorable to meet the strategy requirements of China Unicom in the mobile Internet, also the competitor of other operator terminal products. The brand appeal of Apple gives good catalysis for China Union to gain greater scope of terminal customers. In addition, Apple not only a mobile terminal hardware manufacturers, but also a wireless network provider. Over the years Apple formed a good strategic partnership with China Union. In this market environment, give Apple products actively bundling policy support, also the need of their own development. There are mainly two kinds of operators bundling policy, one is a depth of customization, the other is the common customization.3.4.3The steps of customs made and bundled operation(1)Companies carrier communication about customization 6 months before listed, to determine whether participate in depth of customization 1 month before listed.(2)If participate in the depth of customization, need to determine the quarterly sales forecasts. Onone hand is to determine the customized version and ordinary version of the sale account. It 's good for factory to prepare materials and produce the product flexible. On the other hand it's good for sales and market department do the different sales plan and market supporting plan.(3)Operators and China Unicom will determine a good binding policy 1 month before listed and decide released the cooperation bundled individually or jointly.(4)Make operator channel marketing support program andchannel planning1 month before listed. If entering the hall, how many POSM counters and hardware support does it need. If it needs promotion personnel or incentive measures of operator, etc.4.The revelation to our IT industry4.1 Think highly of our consumersThrough the analysis of the case of the Apple, the domestic enterprises should pay attention to the feelings of consumers, if this generation of products is a problem consumers are repeatedly mentioned, in the next generation of products will be repaired and reinforced swelling. For example, iPhone4 mobile phone released in 2010, due to the design problems of antenna , produce a signal problem, after the reaction of consumers the next generation iPhone4s has already been repaired.This is the domestic enterprises need to learn especially, through consumer feedback, make the products more consumer satisfaction, it can seize the consumer psychology, to win the favor of consumers.4.2Pay attention to the individuation and differentiationMany domestic companies are not pay attention to the individuation and differentiation of the products, which leads many products on the market are more or less the same, lose their own characteristics. For now the era of the pursuit of personality, products no characteristic can not interest consumers, therefore the domestic enterprises in produce products, need to pay more attention to the individuation and differentiation. The mobile phone of Nokia in China because of the kind of products is too much, differentiation is too small, so gradually is not liked by consumers, sales continue reducing, i'ts the enterprise do not pay attention to the individuation and differentiation that cause the results, The glorious past without insisting on sustainable development, or will be eliminated by the society.4.3Magnify the advantageIn fact, the domestic enterprises havetheir own advantages, domesticenterprises needto know how to play their own advantage. Due to domestic enterprises can easily through the familiar way to communicate with other suppliers and purchasing, so you can get a lower cost, it is a big advantage compared with foreign enterprises, a lower cost means more profit space and development depth. Combined with domestic enterprises to know more about Chinese consumption habits and have the propaganda ways close to customers, to obtain the recognition of consumers.4.4The choice of marketing strategyDue to domestic enterprises and distributors know more about each other, on the one hand, can obtain more flexible way to management, on the other hand can through the distributors to open markets. Can use point to instead of the surface to develop the product sales area, while avoiding some Logistics problems because of different regions. Because of the foreign companies do not familiar with the domestic market, so choosing channels may have some errors, or big distributors to control small distributors. Although channels is very important, the force few points is the focus of domestic enterprises need to learn.5.ConclusionThrough the above analysis, the domestic enterprises need to learn: focus on the customer and cost; provide special service for the customer; open cooperation and service and make profit sharing plan. Today's market situation make the enterprise managers think about how to deal with, subtraction is an appropriate choice, lose those design not of much value to the customer, lose those factors influence consumer making decision , especially to lose those product increase the enterprise cost and is difficult to obtain profit. Regression of customer value to think is worth to advocate and adhere to the principle, in an inflationary environment, learn subtraction marketing, and make it as a corporate strategy to treat, can help enterprises understand the change of customer value and to make the solution.。
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Technological Development strategy
• Apple’s best clients know that most of Apple’s product line is “refreshed” every year to the month, with upgrades in memory, speed, design, added features and overall ease-of-use. All of this depend on apple’s huge investment in technological development.
• •
They Know and Market to Their Customers. They’re Green.
It promote eco-friendly products gain respect and garner positive press from “green” organizations that in turn encourage their followers to buy their products.
• Apple Brand Equity and Apple's Customer Franchise(品 牌价值和苹果客户享有的特权) • The company maintains a "monolithic(整体式)" brand identity - -everything being associated with the Apple name, even
when investing strongly in the Apple iPod and Apple iTunes products.
Marketing strategy
• • 4Ps and SWOT analysis They Focus on One Thing and Make it Great.
When the iPod made its debut in 2001, the company’s focus was on music and putting a thousand songs in your pocket. Then they kicked off the iTunes store, which made it easy and legal to download songs to your computer or iPod. In 2007, the iPhone changed the way Smartphone were made and used. This year, millions of the “magical” iPad sold in a matter of weeks.
•
Effectivent Strategy
• Two Heads are better Than One Whenever it is possible, having two or three people that share the same goals and aspirations, and who are comfortable working together is better than one person doing it alone. Apple’s success was almost instantaneous because the company was formed by the partnership of two exceptionally gifted individuals, Steve Wozniak, and Steve Jobs, separately in electronic product creation and marketing.
And business strategy is the one that gives life to the company. The lifespan of a company or any other business venture will depend on the strategy. It is integral to company's success
Brand strategy
Competitive strategy
Marketing strategy
Communication Strategy
Talent Development strategy
Technological Development Strategy
Brand strategy
Apple Inc is the most admired company in the world. It has been the most admired, according to Fortune magazine, for four straight years. Apple is the most competitive and the fastest changing marketspace. In 2010 its revenue was $65 billion and its net income was $14 billion. Its stock price has been as low $1.82 a share and today it is over $350 a share.
• In today's global and virtual
business environment, strategy in business has become increasingly complex and requires knowledge and expertise across a broad range of domains.
• Seeking Advice from Experienced People
Steve Jobs consulted with Mike Markkula about how to build Apple into a big company.
• Attracts many talents who are well in high-tech and management control.
•
Markets are made, not won
Markets for new innovative products do not exist, they have to be created, and defined. Therefore, the company has to be creating the product and defining its market at the same time, in the same process. Apple has never been afraid of redefining its market, breaking through well-worn product convention, because it believes in creating and owning whole new markets, rather than competing in existing, crowded arenas.
As we all know, apple Inc provide attractive salaries, broad scope of development, alluring training opportunities( overseas training) to welcome talents from all across the world. And Mr. Jobs is the glue that holds the talent underneath him together.
Types
Resource development strategy Competitive strategy Marketing Strategy Development strategy
Business strategy
Brand strategy
Talent Development Financing strategy Strategy Technological Development Strategy
• Apple has a branding strategy that focuses on the emotions.
The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers.
Communication Strategy
• Apple communication is sober, intriguing, simple, clear, minimalist and clever.