浅析苹果公司.doc

浅析苹果公司 毕业设计 题 目： 浅析苹果公司 系部（院）： 国际教育学院系 专 业： 国际商务 学 号： 2009826007 姓 名： 李诗洋 指导教师： 商和功 内容摘要 坐落于美国硅谷的苹果股份有限公司（Apple，Inc.）是全球第一大手机厂商，是全球最大的PC厂商，也是世界上市值最大的上市公司，其核心业务是电子科技产品。现在正以全球第一的位置占领着市场，截止到2012年2月底，苹果市值在派息预期的刺激下大涨，一举突破5000亿美元关口。如此高的成就，是从何而来呢，让我们分析一下。 关键词：企业文化营销战略发展前景 目录 一、企业文化——苹果公司的概述·····························1 二、企业理念···············································4 1、忘记一切，从头开始·····································5 2、专注于设计············································5 3、敢于创新··············································5 4、坚定的信念——坚信苹果比其他所有公司都强··············5 5、永不服输············································· 6 6、时刻关注细节··········································6 7、保密至高无上··········································6 8、主导市场才是最重要的事································6 总结·················································6 三、产品概述················································7 （一）产品分类···········································7 （二）主要产品介绍·······································8 1、ipad简介···········································8 2、iphone简介·········································9 3、imac简介··········································9 下一代苹果imac的猜想································10 四、苹果公司市场整体分析····································11 1、消费者购买行为分析····································11 2、苹果市场的目标选择和产品定位·························11 3、电子市场的环境分析····································11 4、电子市场竞争环境分析··································12 5、电子市场竞争总体情况··································12 6、电子消费市场主要的竞争厂商分析························12 五、苹果公司开展市场营销SWOT分析····························12 S:苹果公司的竞争优势····································12 1、卓越的创新能力 ·····································12 2、人性化的服务——消费体验····························13 3、品牌的独占性········································13 W苹果公司的竞争劣势······································13 1、产品种类少··········································13 2、维修费用贵·········································