APPLEANALYSIS苹果公司分析报告.doc

SummaryThe market value of Apple Inc. Outnumbers that of the Microsoft Inc. almost 1,000,000,000,000, which is equal to the market value of HP Inc. Why does Apple can reach such high profits? One of the significant determinants is the marketing strategy of Apple. The purpose of the research is to identify the marketing strategy of Apple Inc. and to propose our suggestions to Apple Inc. The marketing strategies of Apple are various and numerous. The report would show and express in detail the three main and special strategies of Apple: the experiential marketing, the hunger-style marketing, the word of mouse marketing and the bundled marketing. Contents1. Company introduction12. Experiential marketing22.1 Location12.2 Area12.3 Product12.4 Design13. Hunger-style marketing13.1 Exclusive13.2 Mystery13.3 Fanfare13.4 Entertainment13.5 Play tricks14. Bundled marketing14.1 The iTunes Store: Im the pied piper14.2 App store15. Conclusions11. Company introduction2. Experiential marketingThe most companies are based on customer first, however, “unless we could find the ways to get our message to customers at the store, we were screwed.” Jobs said. Jobs hated to cede control of anything, especially when it might affect the customer experience. But he faced a problem. There was one part of the process he didnt control: the experience of buying an Apple product in a store.The days of the Byte Shop were over. Industry sales were shifting from local computer specialty shops to mega-chais and big box stores, where most clerks had neither the knowledge nor the incentive to explain the distinctive nature of Apple products. All that the salesman cared about was a $50 spiff, Jobs said. Other computers were pretty generic, but Apples had innovative features and a higher price tag. He didnt want an iMac to sit on a shelf between a Dell and a Compaq while an uninformed clerk recited the specs of each. Unless we could find ways to get our message to customers at the store, we were screwed.Then there are some elements of Apple retail stores.2.1 Location: Apple stores should be in malls and on Main Streets-in areas with a lot of foot traffic, no matter how expensive. We may not be able to get them to drive ten miles to check out our products, but we can get them to walk ten feet, he said.2.2 Area: The size of a store signaled the importance of the brand. A good company must impute-it must convey its values and importance in everything it does, from packaging to marketing. The store will become the most powerful physical expression of the brand, he predicted. The store must be big enough, Otherwise you wont be relevant.2.3 Product: There werent many, not enough to fill the shelves of a conventional store, but that was an advantage. The type of store they would build, they decided, would benefit from having few products. It would be minimalist and airy and offer a lot of places for people to try our things. People think of Apple as a cult. You want to move from a cult to something cool, and having an awesome store where people can try things with help that. The stores would impute the ethos of Apple products: playful, easy, creative, and on the bright side of the line between hip and intimidating. 2.4 Design: Jobs particularly focused on the staircases. When he visited a store as it was being constructed, he invariably suggested changes to the staircase. His name is listed as the lead inventor on two patent applications on the staircases. In July 2011, a decade after the first ones opened, there were 326 Apple stores. The biggest was in Londons Covent Garden, the tallest in Tokyos Ginza. The average annual revenue per store was $34 million, and the total net sales in fiscal 2010 were $9.8 billion.3. Hunger-style marketingApples products is so popular and the result comes from the controlling on market, that is, making the market be in “Hunger-style”. It is good at keeping stability of the prices on products. The sale on iphone is the representative of this strategy apparently, when it is on the market. No matter how the voice of this product is Apple has always adhered to the limited supply.However, why people expect Apples products so crazy and so hunger? I think that it is mostly derived from marketing techniques: fanfare before marketing it.If the more unknown things are about to come, people will be more urgent to know the truth. “Curiosity killed the cat” that is the nature of such a person, and Apple took advantage of the people of this crowd human nature the mind. Apple fans look forward to the launch of Apples cell phone more than a year. However it was not until the date that almost everyone guessed it called the iPhone, but almost no one guessed its appearance and its various properties of marvel.In fact, many customers do not want to be catered better but not to satisfy to stimulate their interest. Apples marketing strategy is contrary to the marketing concept of customer first. Instead, he actively use the hunger of the five basic principles of marketing and harvest was a great success.3.1 Exclusive: modern marketing proposition: as long as the customer needs, we have enough supply. Hunger-style marketing deliberately controls the supply and let the customer.3.2 Mystery: When Apple launching a new product, it will select the mysterious theater-act play in the form of publicity, sparking a strong peoples curiosity.3.3 Fanfare: the world is full of commercial publicity and the goal of fanfare goal is to ensure that there is a wide talk on the product. Before Apple iPhone become a legend.3.4 Entertainment: the marketing must be attractive to participate. Movie srars release kinds of information on the microblogging and there is a sign that the information comes from iphone.3.5 Play tricks: trick is not necessarily to be subtle, and a very poor approach may have been enough. For example, Apple will mark its products and the meaning of the times, but in the end you will find that what you buy is only one phone.4. Bundled marketing4.1 The iTunes Store: Im the pied piperApples iTunes Music Store an online music store, which established in order to sell the iPod. It integrates iPod hardware and software and online services to sell in bundling. Through the ITunes digital music management software, customers can listen to music in the iPod player and search, browse, download, and category management.This model achieved win-win patterns among the record companies, music stores and consumers. However, there are some problems behind this unique business model may affect Apple.First of all, the companys music products related to intellectual property rights of third parties. Franchise agreements expiration date is usually shorter, and some products and services may unwittingly infringement. Secondly, in the online music market, the bargaining power of the music providers usually relatively strong, added with the short-term concessive agreement between the Apple and third-party content provider (CP), then Apples reduce will be reduced.Finally, since Apples music sales system is a closed (exclusive) music sales system, from the long-term perspective, if there is problem on the hardware design and production or online music sales, it will affect the companys overall development.In summary, to Apple, this bundling business model with first-mover advantage in the digital entertainment market, and generates good returns, but from the opposite side, some hidden dangers exist, what the sales of the companys ability to maintain, we can only wait and see.4.2 App storeApp store is based on its own self-marketing platform for the center. It helps develop and promote the application to the client, and it also helps users find products and services they need, it includes a search engine, ranking, advertising and other promotional tools.App Store biased in favor of inducing people. Apple lowers the threshold cost, efficient software testing services and other means to attract developers. According to statistics, the Apple App Store has about 13,700 developers, and nearly 300 new applications are provided daily. A large number of applications have also attracted numerous users to download. The fees charged and shared by Apple and developers.5. Conclusions Why Apple is so fascinating? Why the fans of Apple Inc. are so crazy and the media eager to report when Apple Inc. public one product? Where does the charm of the top products express? I believe these are the elements: taste, grace and fashion, that is, the characteristic of the brand. The market value of Apple Inc. Outnumbers that of the Microsoft Inc. almost 1,000,000,000,000, which is equal to the market value of HP Inc. Its success largely depends on the knowledge of human nature and customer demands. Based on such analysis, we can conclude that the marketing strategies play an important and indispensable role in composing the great profits of