摘要：新技术的出现会让市场发生变化，许多产品寿命周期会加速缩短。苹果产品也不例外，而它的成功不单在于其外表的美丽大方、配置功能的强大，还在于其行之有效的渠道管理和策略运用。但如何有效提高我国同类企业在注重消费者、对于时尚、个性化与差异化的追求，建立高效销售渠道的和产品寿命周期影响下的营销策略选择，竞争力的快速提升，保持较高的市场份额是我国目前尚待解决的现实问题。本文对苹果产品寿命周期分析理论及营销策略进行了系统地研究，分析出生产商们在以消费者为基础，满足其购买需求的同时实习自己利益的最大化的产品选择策略，从中了解生产商为提高产品的消费需求及销售量而在产品制造与商品流通阶段所采取的种种措施。并从中得到了一些相关启示。48782

毕业论文关键词：苹果产品寿命周期；营销策略；发展趋势

The Life Cycle Analysis of Apple Products 

and The Choice of Marketing Strategy

Abstract: The emergence of new technologies will allow the market to change, many product life cycle will accelerate the shortening. Apple products are no exception, and its success is not only because of the beautiful appearance of the beautiful and generous, powerful configuration, but also in its effective channel management and strategic use. But how to effectively improve the rapid promotion of similar enterprises in China focus on consumers, the pursuit of fashion, personalized and differentiated, the establishment of marketing strategy, sales channels, product life cycle is under the influence of selection, competitiveness, maintain a higher market share is our country has yet to be to solve practical problems. The apple product life cycle analysis theory and the marketing strategy of system research, analysis of the manufacturers in the consumer based, to meet the demand for its purchase of and practice the maximization of their own interests products selection strategy, from understanding producers to improve product cancellation fee demand and sales and in the production and circulation of commodities stage taken all sorts of measures. And get some relevant inspiration from it.

Key words: Apple Product Life Cycle; Marketing Strategy; Development Trend

目    录

摘  要 1

Abstract 1

一、苹果产品总体发展现状 2

（一）苹果公司发展历程 2

（二）苹果产品营销现状分析 5

二、苹果产品的寿命周期分析 7

（一）苹果产品生命周期阶段形态 7

（二）苹果产品生命周期的曲线分布 8

三、 基于苹果产品寿命周期的营销策略选择 9

（一）苹果产品投入期的营销策略选择 9

（二）苹果产品成长期的营销策略选择 10

（三）苹果产品成熟期的营销策略选择 11

（四）苹果产品衰退期的营销策略选择 11

四、对苹果式营销的未来展望及启示 12

（一）苹果式营销的发展趋势 12

（二）苹果式营销对国内企业的启示 13

参考文献 15

致谢 16

苹果产品寿命周期分析及营销策略的选择