手机市场分析(英文版).pptx

《手机市场分析(英文版).pptx》由会员分享，可在线阅读，更多相关《手机市场分析(英文版).pptx（15页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、sales analysis of Iphone4 Why is iphone so popular?Marketresearchanalysisshowsthat:morethanjustiPhoneitselfcannotbereplaced,evenmoreimportantisthecreationoftheApplebrandtosuccess.Globalbrandranking:Google,No.1;Apple,No,2.ThisispublishedbythecompanyBrandFinance,butitscompetitorBrandZssurveyshowsthatA

2、pplebrandworthmorethanGoogle,reached$153.3billion,BrandZassessmentspursuanttopartfromthe200,000consumerquestionnaire.ThisshowsthatconsumerstrusttheApplebrand.So,whyconsumertrustApple?Why consumer trust Apple?1.Applescorporateculture;2.successfulsalesstrategy;3.distributionstrategy;Apples culture1.th

3、ebittenApple:,innovation,payattentiontowisdom,spirit,fullofimaginationandvitality.2.theleader,SteveJobshasakeensenseofcapacityandtechnology,makethemcanbetransferredintoApplescoolfunproductsexpectedbytheaverageconsumer,andthatthroughavarietyofmarketingtoolstostimulateconsumptionSuccessful marketing s

4、trategy1.staffdifferentiationstrategy,marketingisthecruxoftheemotionalmanagement,fromthe1998IMACcameoutand2001FIPODwasborn,thisisdemonstratedverystrong:jobstotellITindustry,chip-basedscienceandtechnologyeraisover,andinitsplaceisaandconsumersempathy.Appleiseffectivelycallingtheconsumersemotions,thusf

5、acilitatingdemand,adifferentiationstrategyismoreusefulthanever.2.Servicedifferentiationstrategydesignedacoolexperience.Applesometimesusesauniquegimmick,maintainasenseofmysteryandfresh,suddenexposure.3.differencesinproductmarketing.Anexcellentproduct.Todate,sourceofApplessuccesscomesfromSteveJobstheo

6、riesandconcepts:superiorproductswillleadtosuperiorprofits1.Hungermarketing:marketing,itisarelativelynewmarketingmethod.Istheproviderintendstoreduceproductioninordertocontrolthesupplyanddemandofgoods,manufacturedinshortsupply,maintainingtheproductaimhighersellingpricesandmargins.Famineofmarketingissi

7、mpleonthesurface,inessence,itsultimateroleisnotadjustingtotheprice,butratherontheaddedvalueoftheproduct.Applehasalwaysbeenfirstevaded,butrevealnewproductstomarket,IPHONEinformationislittle,butuntiltheIPHONEafterlisting,overwhelmingtheIPHONEads.Throughawiderangeofallkindsofscenariosletyouseeeveryday.

8、Sothatconsumerslikealongdroughtondew,suddenlyhadalotofinterestandbuyingimpulse,whichwasahugesuccess.Reputation-marketingNowwordofmouthmarketingistheenterprisemarketdemandtheinvestigationunderthepremiseofprovidingconsumerswiththeproductsandservicesyouwant,atthesametimedevelopedacertainreputationcampa

9、ignwhereconsumersautomaticallypropagatecompanyproductsandservices,soastoletpeopleknowabouttheproduct,brand,enhancethemarketawareness,andultimatelyachievethegoalofenterprisetosellproductsandservices.Successful analysis of customers1fashionistas:Appleproductsarealwayschasingthetargetoffashionistas.IPH

10、ONEalsohasaverystrongfashionappeal.Videoenthusiasts.Musiclovers,thememorycapacityofupto8G,goodmusicquality,greatbatterylife,richincontentdownloadservices.Othercommoncommunicationusers.IPHONEismorethanjustanelectronicentertainmentfulloffashionelementsofscienceandtechnology,itisausedphone.Successful d

11、istribution channel1.Nonedistributionchannels2.Firstorderdistributionchannels.SignaexclusiveagreementwithChinaUnicom.3Second-orderchannel,throughawholesalertosupplyotherretailers.Conclusions1.advantagesofdifferentiatedmarketingstrategyistoincreasetheenterprisessalesandcompetitivedisadvantageisthatdu

12、etothevarieties,distributionchannels,advertising,andotherfactorscausedexpansionanddiversificationofproductionandthecorrespondingincreaseinthecostofsales,howtomakegooduseofthefamine,howevermarketingtoplayadvantagedisadvantageisthatwedonotdophonehigh-endmarketsuccessofatoppriority.2.asuccessfulbusinessshouldbeconsumer-oriented,meetconsumersdemandasthefirstpriorityforthesurvivalanddevelopment.