《浅谈苹果公司产品营销分析-毕业论文》

《浅谈苹果公司产品营销分析-毕业论文》 四川大学成人教育学院 学生毕业论文 论文题目 浅谈苹果公司产品营销分析 Analysis of Apple Corp product marketing 学 院 泸州职业技术学院 学习形式及层次 自学考试本科 专 业 市场营销 年 级 2012级 学生姓名 王健松 指导教师 丁瑞赞 论文完成时间 2014年9月26日 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 摘 要 随着科技技术的进步，各种各样的电子产品开始步入人们的生活，人们对手机、电脑等产品已经无法舍弃。然而在充斥着众多品牌的电子产品行业中，苹果公司产品一直起到了“领头羊”的作用，在整个电子产品品牌中独占鳌头，获得了一批忠实的“果粉”追捧者，它的成功是其他企业无法复制的传奇。 苹果公司的每一个产品都代表着一个时代的开启，它独立的操作系统，简单大气的外观设计都能给人剧烈的视觉冲击效果，正因这些其产品自身的光芒，促使苹果公司在全球电子产品行业起到了举足轻重的作用。本文通过对苹果公司产品繁衍的历程，具体分析苹果产品如何运用自身独有的竞争力在该行业中完败其它产品品牌。一个成功的企业，必定有它非同寻常的运营模式，上至公司的经验理念，下至产品的营销手段，苹果公司利用各种创新的方式将自身产品优势最大化。全球有多少企业对苹果公司产品营销的成功叹而观止，却没有任何一家企业能够将这种成功复制效仿。作为世界第一大国的中国，不管是物资条件，还是地理位置，国内企业都拥有很大的潜力，因此我国内许多企业也应该在苹果公司得到一些启示。可再好的公司都存有些许小瑕疵，苹果公司在部分产品营销策略中存有空缺问题，通过不断发掘与修葺，苹果公司产品将一步步占领全球电子产品市场，达到世界的顶峰。 关键词:产品营销 消费者需求 目标市场 产品定位 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. Abstract Along with the progress of science and technology,a variety of electronic products began to enter people’s life,people on the mobile phone,computer and other products have not abandon.However,there are many brands in the electronics industry,Apple Corp products has played a“leader”role,come out on top in the whole electronic products brand,won a number of loyal fans “fruit”,and its success is the other enterprises can not copy the legend. Each of the products of the Apple Corp represented an era,it is independent of the operating system,the appearance of simple design of the atmosphere can give people the intense visual impact,because of these the products of its own light,prompted the Apple Corp to play a decisive role role in the global electronics industry.In this paper,through the course of Apple Corp product proliferation,the study of how Apple products with its own unique competitiveness in the industry lost other products brand.A successful enterprise must have it beautifully,operation mode,the idea of experience to the company,to product marketing means.Apple Corp using a variety of innovative ways to bring its produce advantage maximization.The world how many enterprises to Apple Corp products marketing success sigh and Guanzhi,no enterprise can replicate that success will follow.As the world’s first big Chinese,no matter is the material conditions,or geographical location,domestic enterprises also should get some inspiration in Apple Corp.Can be a good company will save some Xiaoxia defect,Apple Corp being vacancy problem in product marketing strategy part,through continuous excavation and repair,Apple Corp being vacancy problem in product marketing strategy part,through continuous excavation and repair,Apple Corp products will gradually occupy the global electronic products market,to reach the top of the world. Key word:Product marketing,Consumer demand,The target market,Product positioning Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 目 录 第一章 苹果公司概况及行业状况 .......................... 0 1.1电子产品行业状况................................. 0 1.2苹果公司产品繁衍概况 ............................. 0 1.3苹果公司产品核心竞争力分析 ....................... 1 1.3.1技术独特，含金量高 .......................... 1 1.3.2以品牌树立全球时尚标杆 ...................... 1 1.3.3与各大通讯运营商强势合作 .................... 1 1.4苹果公司产品的主要竞争对手 ....................... 2 第二章 苹果公司当前产品营销策略的运用 ................... 4 2.1苹果产品的目标市场选择和产品定位 .................. 4 2.1.1目标市场选择 ................................ 4 2.1.2产品定位 ................................... 4 2.2苹果新产品的开发及市场投入策略分析 ................ 5 2.3苹果公司产品策略选择 ............................. 5 2.3.1多种产品组合策略 ............................ 6 2.3.2产品差异化策略 .............................. 6 2.3.3独特的产品宣传和服务策略 .................... 6 2.3.4产品定位延伸策略 ............................ 6 第三章 苹果公司产品营销中存在的问题 ..................... 8 3.1手机产品中的售后“老大难”问题 ................... 8 3.2同类产品中价格过高 ............................... 8 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 3.3系统操作过于封闭与垄断 ........................... 8 3.4个人主义偏重 .................................... 9 第四章 对苹果公司产品营销策略的建议 .................... 10 4.1关于提升苹果公司的产品售后服务问题 ............... 10 4.2开发同系列的不同款手机，适当降低市场价格 ......... 10 4.3生产出操作更简单、使用更方便的手机 ............... 10 4.4发挥精益求精精神，团结万众一心 .................. 12 致谢 ................................................. 13 参考文献 ............................................. 14 第一章 苹果公司概况及行业状况 1.1电子产品行业状况 随着21世纪科技时代的来临，电子产品开始步入家家户户。从中崛起的电子产品品牌也是层出不穷。在电子产品行业中总体发展情况比较稳定，大量知名品牌销量持续上涨，得到了一大批电子产品爱好者追捧。电子产品市场也在逐步走向全球发展，慢慢达到了饱和状。 总体来说，电子产品行业状况比较乐观，呈上升趋势发展，消费者对电子产品的需求也在渐渐增加，各个电子产品产品应利用更多的手段挖掘仍未饱和的市场。 1.2苹果公司产品繁衍概况 苹果公司(Apple Inc.)是美国的一家高科技公司，2007年由苹果电脑公司(Apple Computer, Inc.)更名而来，核心业务为电子科技产品，总部位于加利福尼亚州的库比蒂诺。苹果公司由史蒂夫?乔布斯、斯蒂夫?沃兹尼亚克和Ron Wayn在1976年4月1日创立，在高科技企业中以创新而闻名，知名的产品有Apple 2、Macintosh电脑、Macbook笔记本电脑、iPod音乐播放器、iTunes商店、iMac一体机、iPhone手机和iPad平板电脑等。2012年8月21日，苹果成为世界市值第一的上市公司。美联储逐步缩小购债规模的预期，不仅迅速影响到了大宗商品及股票市场，对债券市场也造成了不小的冲击。随着收益率曲线的上升，投资者持有的债券市值也在不断缩水，如苹果公司的价值170亿美元的企业债，自发行以来，其市值就已蒸发了2.806亿美元。 随后的2007年，苹果更推出了众人皆知的iPhone，从最起初轰动一时的iPhone4到现在风靡全球的iPhone6plus，iPhone系列产品掀起了一个可怕的“苹果时代”。同年，苹果也推出了iPod touch。一个月后，不到3个月，苹果公司便成为了世界上第三大移动电话的出厂公司。 该公司最近的一件产品是众所皆知的iPad。2010年1月27日，苹果推出了iPad。人们认为iPad是一个很独特新颖的产品，但是，iPad的推出并没有想象中的狂热。在2012年曾经创下6235亿美元记录，2013年后企业市值缩水24%为4779亿美元，但仍然是全球市值最大的公司。苹果公司的成长是惊人的，这无疑说明了该公司是其中一个成功非凡的电子产品出厂公司。未来的日子，苹果电脑会再推出更多符合美学设计的电子产品。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 1.3苹果公司产品核心竞争力分析 苹果公司的特点是永远追求卓越不断超越自我，不断进取和创新。苹果作为一家大型的上市公司，位列全世界电子产品品牌中的佼佼者，具有“霸主”一般的地位，不仅是因为其光鲜艳丽的外表品牌效应，更是靠其稳打稳扎的产品特点立足于电子产品行业。 1.3.1技术独特，含金量高 苹果公司的产品向来追求的都是精益求精，在一个系列产品研发中，下一代产品一定会修改上一代产品中的漏洞，并且会在这个方面进行专门的加强维护。苹果所有产品均采用了独特的IOS操作系统，与其他系统不能互通，建立了一个专属于苹果产品的平台。苹果的所有产品都贯彻简约而不简单的理念，产品外观虽然很单调，但是从设计方面来说，正是这种简单的框架式设计更受人们的追捧，简单的外观里面包含着含金量巨大科技技术。随着时代的步伐，苹果产品成为了一种身份象征，富含着高贵、时尚的独特“气质”。 1.3.2以品牌树立全球时尚标杆 伴随着科技技术的进步，电子产品品牌层出不穷，让喜爱电子产品的人群更是眼花缭乱。自打iPhone4的问世以后，苹果公司产品在电子行业中成为了独树一帜的标杆，它独立的操作系统，简约大气的外观设计，更新了世人对电子产品的概念，受到了“果粉”疯狂追捧。从iPhone4到iPhone6plus整个系列的每一代产品都备受人们关注，苹果公司更是强势承诺每年均会更新下一代产品，这样的承诺让喜爱苹果公司产品的人群一年里的目光与好奇心都寄予苹果公司下一代新型产品上，然而新一代产品的上市都引领着时尚的步伐，树立全球时尚的标杆，成为了如今弄潮儿们最为追捧的产品。 1.3.3与各大通讯运营商强势合作 自打从苹果公司推出了iPhone系列手机，就开始与中国三大通讯运营商合作，分别是移动、电信、联通，推出了例如(1)联通定制版HSPA+联通3G(WCDMA)(2)电信定制版(3)移动定制尊贵版等不同系列型号的iPhone手机。并且打造了属于苹果的“3G”时代。现在的都市人都离不开手机，更离不开网络，手机网络涉及的就是流量，苹果手机开启“3G”时代，不但让合作的运营商通过高流量的使用获得了较高的利润，也让本身产品更受大家追捧。 1 1.4苹果公司产品的主要竞争对手 作为电子产品中的最强王者，苹果具有“霸王”的风范，非比寻常的操作系统，独树一帜的CPU主板，大气简洁的外观，都让人过目不忘。但是再强的“霸王”也会有人发起挑战。 手机行业当中，包括苹果公司在内，全球主要的智能手机提供商包括索尼爱立信，LG，三星，摩托罗拉，黑莓，多普达，联想，HTC等等。以下上榜的十五款产品均为智能机型，智能手机受欢迎的程度可见一斑。其中三星公司最为突出。苹果公司承诺平均每年将更新下一代手机，三星公司针对如此强势的承诺也连续推出不同的GALAXY NOTE手机与苹果争锋相对。苹果走的一贯是高端享受生活的路线，而三星则以更贴近大众化发展。两个品牌价格不相上下，但是三星公司一直“强攻”苹果公司的“痛脚”，三星公司将手机屏幕做的更加商务化更大，分辨率也是成倍提升,摄像头的像素也是前所未有的提高。这样以来便促使具有一些商务型的经商人士或者追求时尚的弄潮儿更加偏爱三星，并且三星总公司设立在韩国，离中国市场更近，俗话说“近水楼台先得月”，这样以来，三星公司的运输渠道等更加快捷方便，苹果公司的“垄断”时代在被三星公司一步步瓦解吞噬。 2013年4月 2013年5月 排名 品牌 关注比例 品牌 关注比例 1 三星 21.80% 三星 22.90% 2 诺基亚 8.30% 联想? 9.20% 3 苹果 7.90% 诺基亚? 8.90% 4 HTC 7.20% 苹果? 7.60% 5 联想 7.10% HTC? 6.60% 6 小米 5.40% 索尼移动? 5.10% 7 华为 5.20% 华为 4.80% 8 索尼移动 4.80% 中兴? 3.90% 9 中兴 4.10% 酷派? 3.80% 10 摩托罗拉 3.80% 摩托罗拉 3.70% 11 步步高 3.70% 步步高 3.60% 12 酷派 3.60% OPPO? 3.40% 13 OPPO 3.50% 小米? 3.20% 14 魅族 2.60% LG? 2.50% 图1-1 2013年4-5月中国手机市场品牌关注比例对比 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 根据此表我们可以看出:苹果排列第三名，前两名都均为国际知名品牌，接下来连续几名都为我国国内知名品牌。明显看出，苹果公司在全球最大竞争对手便为韩国三星品牌与芬兰诺基亚品牌，这三家企业形成了三足鼎立的状态，各自都拥有一批忠实的粉丝。然而我国国内品牌对苹果公司产品并未产生巨大的影响，国内企业正应抓住这些我国市场空缺大力发展自身优势，博得国内人民的青睐。 3 第二章 苹果公司当前产品营销策略的运用 2.1苹果产品的目标市场选择和产品定位 2.1.1目标市场选择 所谓目标市场选择是指企业在划分好细分市场之后，可以进入既定市场中的一个或多个细分市场。目标市场选择是指估计每个细分市场的吸引力程度，并选择进入一个或多个细分市场。苹果公司从一开始的目标定位便是高端高消费市场，在大街上看着有人用苹果产品，第一反应便是“土豪”，从侧面也可以看出苹果的价位一直都处在电子产品中的顶端。苹果产品向往的是自由无拘束，没有特殊的目标人群，但是产品本身就带有高贵的气质。跟随电子产品行业的迁徙，苹果公司从最初的高端路线开始慢慢走向中低端路线。2010年6月28日苹果公司发布了轰动一时的iPhone4手机，从此开启了“苹果”时代，然而每年更新下一代手机的承诺更让世人的眼光凝聚在了苹果公司身上。从iPhone4的问世，每个人都在不断遐想下一代的iPhone会是什么样子，接下来的iPhone4S、iPhone5、iPhone5S虽然在外观硬件条件上在不断的修饰完善，但还是一贯走的高端豪华路线，iPhone5C的出现打断苹果公司一如既往的路线，5C是苹果历史上第一款最便宜并且打破了只有黑白两色惯例的规矩。5C的问世让更多人接受苹果的价格，从原来的高消费人群慢慢转向了中低消费人群。从2013年10月25日开始，iPhone 5c将推向34个国家和地区(主要是在欧洲)，2013年11月1日，也将再登陆16个国家和地区。从此也可看出，苹果公司对iPhone5C的大肆推广与销售，也一步步将高消费的目标市场转向中低市场。 2.1.2产品定位 产品定位，是指企业对用什么样的产品来满足目标消费者或目标消费市场的需求。从理论上讲，应该先进行市场定位，然后才进行产品定位。产品定位是对目标市场的选择与企业产品结合的过程，也即是将市场定位企业化、产品化的工作。产品定位总共分为五个步骤，第一步目标市场定位，第二步产品需要定位，第三步产品测试定位，第四步差异化价值点定位，第五步营销组合定位。苹果公司首先很明确地将目标市场定位在了高端高消费的人群市场，将iPhone赋予了尊贵身份象征的一个定义。它改变了一贯智能手机Android操作系统，创造了属于苹果独特的IOS操作系统并不断更新。吸引了许多走在时尚潮流前端和商务人士，满足了他们追求时髦个性的特点，满足了苹果公司选定目标消费群的市场需求，定位清晰，使iPhone手机在众多智能手机中脱颖而出，便于让消费者辨识。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 2.2苹果新产品的开发及市场投入策略分析 对于苹果新产品的开发，每年这个话题都备受人们的关注。然而自从iPhone4的问世之后苹果公司便承诺将每年更新下一代手机，事实也按照这个承诺一般呈现。 产品型号 发布时间 iPhone4 2010年6月28日 iPhone4S 2011年10月14日 iPhone5 2012年9月13日 iPhone5S 2013年10月25日 iPhone5C 2013年10月25日 iPhone6 2014年9月10日 iPhone6plus 2014年9月10日 图2-1 苹果iPhone4-iPhone5C手机发布时间 根据这个图我们便可以得出结论:近5年内苹果公司一共推出了5款iPhone系列手机，可以看出苹果手机所有新产品上市的时间间隔均为一年左右，并且每一次产品的更新也将逐步完善苹果系统的一些漏洞。例如硬件设施、操作系统里面的BUG漏洞、外观的大气简单。原来苹果公司声明不会盲目地做大屏幕来跟其他智能手机竞争，只会按照一贯的小屏幕来开发，拥有自己独特的个性来吸引消费人群。但是由于人们需求目标的改变，苹果公司也在逐渐改进这点，从iPhone4S到iPhone5系列的手机屏幕都被一点点改大，iPhone6plus更是打破常规采用了5.5寸的大屏设计。从iPhone4到现在即将发布的iPhone6plus不仅屏幕大小在改变，整个手机的厚度也是越来越薄，更符合现在消费人群的想法和追求。总结便是苹果新产品的开发时间迅速，让电子时代跃步发展，符合当代人们追求时髦前卫的心态，并根据消费人群作出不同的产品改进来满足其消费需求。 对于苹果公司新产品的市场投入策略，苹果公司采取的是分批分区域进行投入的政策。俗话说“不要把所有的鸡蛋都放进一个篮子里面”，苹果公司则把它们所有产品都投向了全球各地，各个洲际领土都拥有苹果公司的身影。 2.3苹果公司产品策略选择 现如今，苹果品牌的名号可谓是如雷贯耳，几乎家家户户都知道。苹果打造了一种属于 5 自己的“apple”文化，拥有一部份品牌忠诚的消费者，只要是买电子产品，都会选择苹果品牌。 2.3.1多种产品组合策略 苹果公司是世界数一数二的电子产品生产商企业，旗下电子产品系列数不胜数。主要产品包括电脑软件、电脑硬件、手机和掌上娱乐终端，其中最响亮的品牌属iPhone系列手机、iMac电脑产品、iPod播放器、iPad掌上娱乐终端、iTunes音乐软件等等。这一系列琳琅满目的电子产品均为苹果一个品牌拥有，其高端电子产品的消费定价、个性外观设计成为了时尚一族的忠诚品牌。然而苹果的细节设计也很好的吸引了消费者，最具代表性的就是苹果的Logo不仅简洁、而且便于识别。 2.3.2产品差异化策略 在整个智能手机市场，充斥的操作系统均为Android操作系统，苹果公司针对于此推出了独树一帜的IOS操作系统创立了智能手机的另一个操作时代。并且和各大通讯运营商联合开通了3G流量功能和业务，让大家手机上网的速度又飞跃了一步。同时从iPhone 4到iPhone 5C、iPad one到iPad mini苹果不断在改进自己的产品，从更薄、更轻、更快、更大不同的方面来进行不一样的突破。 2.3.3独特的产品宣传和服务策略 在苹果的理念里一切都是以简洁大气为主，不管是产品的外观还是企业的内涵都是简约而个性。苹果的产品宣传也秉承这一特性，每次新品上市就在美国本土召开一个简短的新品上市发布会面向世界，然后拍摄一个时长不足1分钟的广告通用于所有苹果产品，也不用过多的做其它复杂的宣传活动，凭借自身的品牌效应作出最好的宣传。在每一个苹果专卖店里面，我们都可以看见，在进门最显眼处都会有一个试用区，那里会有苹果最新的所有产品，包括手机系列，电脑系列，iPad掌上终端等等，不用任何一分钱就可以在那里享受免费的wi-fi和冷气，试用苹果的所有产品。这种独特的体验式营销赋予了苹果更具震撼效果的品牌宣传，胜过一切“吃力不讨好”的活动促销、媒体宣传。 2.3.4产品定位延伸策略 一些产品吸引消费者的原因很大程度上是其独特的定位。苹果的独特定位是其鲜明、简约的个性及其极富创意的设计，这点就注定了它会受到年轻人群的欢迎。而同时这种个性是别人难以模仿的。每一个电子产品企业都想效仿其销售渠道模式，探取它成功之处，然而苹果的任何模式都鲜明可见，但从来没有任何一家公司能够做的比苹果公司更好，从这一方面Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 也可以看出苹果的独特性。苹果一开始就以高端消费人士作为目标人群定位，便从此决定了苹果尊贵孤傲的气质，也因这点受到了奢侈品消费人群和追求独特产品人群的关注，成为了他们一种身份的象征之物。 7 第三章 苹果公司产品营销中存在的问题 苹果公司在电子产品行业有着举足轻重的地位，但同样它存在的一些问题被许多企业利用钻了“空子”，导致苹果产品近年销量出现了波动。 3.1手机产品中的售后“老大难”问题 从2013年以来，苹果公司的产品在中国的销售量有明显的下滑趋势。任何的产品，消费者看重的都是售后服务方面的问题。由于苹果手机的一体化设计，导致手机出现问题以后并不能拆卸处理维修，因为这种独特设计，所以苹果公司的售后服务一律都是除摄像头之类的少数小零件部分外，其余手机零件出现故障都是“以换代修”。 3.2同类产品中价格过高 苹果公司产品一贯定位于高端高消费人群，每款手机定价都在5000元以上，并且随着iPhone系列的更新，价格也是随着上涨，历史上最便宜的一款iPhone5C也在4000多元，电脑价格更是让人望尘莫及，最便宜的也在8000元左右。这样的价格让很多人都望而却步，就算有心购买产品的人群也没有能力进行购买，只得选择价格相对适中的其他产品。这样以来，苹果产品营销市场中的中低端价格便出现空缺，并且随着电子产品的推广，市场量逐步扩大，其它相关通讯企业正好可以抓住中低价格这个空当大做文章，虽然不能和苹果产品媲美，但同样拥有现在智能手机的所有功能，价格也十分适中，贴近于大众消费习惯，通过一些比较有吸引能力手段获得消费者的认可，夺取苹果产品市场份额。 3.3系统操作过于封闭与垄断 首先，苹果公司产品营销没有任何特殊的渠道，每次新产品上市就在美国总公司借助全球媒体召开“新品上市记者会”，并拍摄一个时长约为1分钟左右的广告片，便开始了一个新产品的销售，并不像其他企业产品一样大肆做着各种宣传活动，苹果公司想凭借自信仅靠它的一批“果粉”来维持产品销量，这样长此下去，不仅会被其他企业钻了“空子”，更会使自己的产品滞销于此。其次，苹果公司所有产品都是装备的独立IOS操作系统，IOS系统不同于Android系统，不能和其它软件互通。电子产品的使用主要就是通过下载软件操作，然而苹果公司所有产品软件都只能在系统中专属的iTunes商店下载，iTunes商店存在很多弊端，比如大量的软件都得先支付、后使用，这与Android系统可以任意免费下载任何软件Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 相比，苹果公司产品存在很大的劣势，并且iTunes商店的操作也是十分困难，商店里面很多都是运用英语操作，这对刚刚接触智能手机和学历不高的人群都造成了巨大的困扰。 3.4个人主义偏重 苹果公司在很大程度上过于依赖其前CEO史蒂夫?乔布斯，乔布斯的一生是所有拥有财富梦想的人感兴趣的，那么这些拥有财富梦想的人即是苹果的广义消费者，他们非常认可乔布斯，也就是说他们会以拥有苹果的产品为荣。但乔布斯逝世以后，苹果公司股票猛的下跌，苹果公司产品销量急剧下滑，这些都能证明乔布斯在苹果公司中的灵魂气质。因此，苹果的危机是无法避免的，新一代掌门人目前无法创造出乔布斯的影响力，苹果公司便忽略了人物，加重了产品营销手段，这将导致苹果产品的精神价值大跌，从而失去“精神标准”定位，就像文不对题一样。一个成功的团队，需要的不是个人英雄主义，而是企业上下人员同心协力共同创造未来，成功的公司一定具有一个精神领袖，然而乔布斯所扮演的这个角色已经深深印记在世人心中，没有任何人能够取代，这样便造成了苹果公司对乔布斯的依赖越来越严重，可以说是离开了乔布斯，苹果公司不管是精神理念还是产品营销都陷入了一个僵局。 9 第四章 对苹果公司产品营销策略的建议 在这个现代化信息时代，要在众多品牌中占有一席之地，并且能够脱颖而出，也是一件非常不容易的事情。光靠产品的性能以及外表是远远不够的，还要更多的满足消费者的需求，创造更多的人性化因素才能在这个数码时代独占鳌头。 4.1关于提升苹果公司的产品售后服务问题 有国内的消费者称，苹果手机在国内市场和国外市场的售后服务政策并不一致。针对上述这种“以换代修”的政策，苹果公司在实际执行时，并没有履行承诺替消费者更换整机。售后公司只更换了手机的大部分零件，而没有将手机的后盖一并更换了。面对消费者的质疑，苹果公司称后盖是不属于手机整体的一部分，如果要更换就得另外付钱。而在国外的售后标准却与国内大不相同，在美国、澳大利亚、韩国、英国等国家，如果苹果手机出现了故障需要返回厂家维修，都是更换了整机并且包括了手机的后盖。出现这类情况，无疑会让中国消费者对苹果产品大大的降低了信任度，我认为苹果公司在国内的市场应该提升售后服务的质量，重新让消费者拾起对产品的信任度。让苹果产品恢复在中国的市场销售量，并且更上一层楼。 4.2开发同系列的不同款手机，适当降低市场价格 在苹果公司旗下的产品中，比较受青睐的就是iPhone系列手机与ipad，这两种产品受欢迎程度最高，不管是性能还是外观方面，都十分满足消费者的需求。但是众所皆知，苹果公司的产品定位就是高端、尊贵，是一种“身份的象征”。也因为这种市场定位，注定了苹果产品不菲的市场价格。为了更好的将苹果产品销售出去，首先应该将价格稳定下来，适合我国国民消费水平的一个基本环境。因为苹果的“名气”，许多消费者都会争先恐后的“抢”产品，但更多经济能力不足的消费者往往因为这种从众心理，想方设法的也要用一个苹果，有时却因此而误入歧途。为了避免这种现象发生，我认为苹果公司可以沿用iPhone5S与iPhone5C之间的案例，开发出同系列但不同款的手机，性能、操作系统、配置等都是一样的，但相对于同系列的手机价格可稍微偏低一些，这样既满足了不同消费者的需求，又保证了产品的销量。 4.3生产出操作更简单、使用更方便的手机 苹果产品不仅性价比高，使用的水平也很高。因为其产品的特殊性，便注定了产品操作Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 方式的特殊性。调查显示，在使用苹果产品的消费人群中，大部分的年龄都分布在18—35岁之间，而这些人的文化水平大多都是在大专/本科以上。 苹果产品使用消费者年龄分布图 40岁以上1.60% 36—40岁9.10% 31—35岁21.10% 系列126—30岁37.80%19—25岁28.10% 18岁以下2.30% 0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00% 图3-1苹果产品使用消费者年龄分布 2.30%11.20%9.00% 初中及以下 高中/中专 大专/本科 硕士及以上 77.50% 图4—1苹果产品使用消费者学历分布 由于苹果产品操作系统的复杂化，以及外观设计的特殊性，它不同于大众化产品的Android操作系统，所以有很大一部分人在初用到苹果产品时，往往都会出现“无从下手”的情况。而对于年纪比较小，或者已经年长的消费群体来说，这无疑是一大难题。我相信大多数消费者都不愿意花了不少的钱，而买回一个可能连基本的通话操作都不会的产品。所以建议苹果公司可以在原来操作系统的基础上改变一下，可以生产出一些操作比较简单，易于使用，而功能又比较齐全的产品，让大部分消费者解决关于操作上的这一困难。 11 4.4发挥精益求精精神，团结万众一心 苹果公司一直秉承着不断创新产品、不断超越自己的理念来管理公司。伴随其前CEO史蒂夫?乔布斯的逝世，蒂姆?库克便强势借过乔布斯的旗帜。库克在IBM任职12年，拥有深厚的电子产品行业经验，对公司管理经验也是十分充足，由他担任苹果公司CEO是最好的不二人选。虽然乔布斯的逝世，对苹果公司上下都造成了轰动，甚至影响到了苹果公司的股票及其产品销量，但是库克的就职让股价慢慢回升，并且在很短的时间内，公布出下年将继续更新iPhone6的消息，才让苹果公司产品的忠实粉丝稳定了“军心”。苹果公司拥有成熟的市场与丰厚的管理经验，公司人员上万人之多，由新任命的库克带领这万人大军，全体员工上下一心，发挥出苹果公司以往的精益求精精神，一定会将苹果公司越做越好，解除个人主义的危机。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 致谢 这三年来首先得感谢我的学校泸州职业技术学院，给了我学习的机会，让我在这个巨大的平台中收获人生的“第一桶金”。其次，在论文中，指导老师--丁瑞赞老师从选题指导、论文框架到细节修改，都给予了我细致的指导，提出了很多宝贵的意见与建议，丁瑞赞老师以其严谨求实的治学态度、高度的敬业精神和大胆创新的进取精神对我产生重要影响。这篇论文是在丁瑞赞老师的精心指导和大力支持下才完成的。感谢所有授我以业的老师，没有这些年知识的积淀，我没有这么大的动力和信心完成这篇论文。感恩之余，诚恳地请各位老师对我的论文多加批评指正，使我及时完善论文的不足之处。 谨以此致谢，最后我要向百忙之中抽时间对本文进行审阅的各位老师表示衷心的感谢。 13 参考文献 【1】(美)沃尔特?艾萨克《史蒂夫?乔布斯传》 中信出版社 日期:2011-10 【2】武文胜《苹果教父乔布斯》 金城出版社 日期:2009-3-1 【3】雷露《期末论文苹果公司营销策略分析论文》 来源豆丁网 【4】豆丁网《苹果公司的新产品营销策略研究》 【5】百度文库,,教育专区,高等教育《苹果公司的产品策略》 【6】乔鹏《苹果公司的企业新产品营销研究》 来源智库文档 日期:2012-11 【7】段新桐《商场现代化-苹果公司营销策略分析》来源中文科技期刊数据库 日期:2012第30期 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development.