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| 苹果在中国市场的营销策略分析 An Analysis of the Marketing Strategy of Apple in the Chinese Market Abstract: In the context of globalization,more and more multinational companies are entering the Chinese market. And Apple is the representative of multinational companies to succeed in the Chinese market.However, in recent years, due to various political, economic,and technological reasons, Apple's profit in the Chinese market, although high, has been declining year by year. This paper is divided into seven chapters,first describing the significance and purpose of the article's research. From the current situation of Apple's development in China in recent years,we use SWOT and PEST to analyze Apple's strengths and weaknesses and the challenges it faces in the Chinese market, and propose further strategic recommendations and tactical strategies for the future. It provides a direction for Apple and other multinational companies to think about the development in China market. Keywords: Apple; multinational marketing; localization; market segmentation 摘要：在全球化的背景下，越来越多的跨国公司进入中国市场。而苹果公司则是作为跨国公司在中国市场取得成功的代表。但近年来，由于各种政治，经济，科技等原因，苹果在中国市场的盈利虽高，但也逐年下滑。本文分成六个章节，首先描述了文章研究的意义和目的。由近年来苹果公司在中国的发展现状，运用SWOT和PEST分析苹果的优劣势以及在中国市场面临的挑战，并提出未来进一步的战略建议和战术策略。为苹果公司以及其他的跨国公司在中国市场发展提供思考方向。 关键词：苹果公司；跨国营销；本土化；市场细分 Contents 1.Background and purpose of the article study 3 1.1 Background of the article study 3 1.2 Purpose of the article research 4 2.Background on Apple Inc.4 2.1 Introduction of the company and its development in the Chinese market 4 2.2 Apple's target market and demographic profile 5 3.Apple's marketing development 6 4.Analysis of the problem 7 4.1 Changing market tendencies in China (market segmentation + data) 7 4.2 Key challenges for Apple in the Chinese market 7 5.Strategic recommendations for the future of Apple marketing 8 5.1 Market segmentation (transition from globalisation to localisation) 8 5.2 Launch of new feeder brands (high price strategy + deep split of low price strategy) 9 6.Actionable recommendations 10 6.1 Establishment of an R&D department in China(product-oriented) 10 6.2 Development of a CRM system specifically for China(customer-facing) 11 6.3 Establishment of independent feeder brands 11 6.4 Distinguish marketing strategies by regionalisation 11 7.Conclusion.................................................................................................................13 |
