苹果公司产品创新和营销战略.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,苹果公司产品创新和营销战略,Page,2,Product innovation,APPLE COMPANY,Marketing strategy,Product innovation,MAC,IPhone,WATCH,IPAD,1,Accessibility,辅助功能,2,Technology innovation,技术创新,3,Environment responsibilty,环境责任,Product innovation of IPhone,Accessibility,We believe that science and technology should let everyone can benefit from it.,我们深信，科技应该让人人都能从中受益,Really strong science and technology,should be to let everyone,including people with disabilities,everyone can enjoy the science and technology,and full engagement to work,the creation,communication,fitness and entertainment.So,we never for a few,even most of the people and develop products.Because,our product design is for everyone.,真正强大的科技，应该是让每一个人，包括残障人士在内的每一个人都能享受的科技，并能以此来全情投入地工作、创作、沟通、健身和娱乐。所以，我们从不会为少数人，甚至是大多数人而开发产品。因为，我们的产品设计是为了每一个人。,Accessibility,The physical training on the Apple Watch App,Now,Apple Watch for wheelchair users to calculate the fitness data.Physical training app and fitness record app will measure the number of times you turn the wheelchair,rather than steps,can inspire you to keep motivation.,现在，AppleWatch 能专门为轮椅使用者计算健身数据。体能训练 app 和健身记录 app 会测量你转动轮椅的次数，而不是步数，从而激励你保持动力。,Accessibility,Mac switch control,With the aid of switch control function,you can use the toggle switch,control rod or other adaptive equipment to control the content on the screen.,借助切换控制功能，你能使用切换开关、控制杆或其他自适应设备来控制屏幕上的内容。,Accessibility,Siri,With Siri,you can use your voice to control all kinds of support HomeKit accessories.Turn on the light,make coffee,pull the curtain or adjust the thermostat,just say it out,it can do.,有了 Siri，你就能用自己的语音来控制各种支持 HomeKit 的配件。无论是开灯、做咖啡、拉窗帘还是调整恒温器，只需说出来，它就能办到,Accessibility,Voice-Over,Voice-Over can you describe the content on the screen,even when you take pictures can give you hints.When you view the pictures,it can also identify of facial expression,scene and specific objects.,Voice-Over 能为你描述屏幕上的内容，甚至在你拍照时也能给你提示。当你查看拍摄的照片时，它还能识别出照片中人物的面部表情、场景和特定物体。,environment responsibility,Apples business philosophy,Apples marketing philosophy reflects the marketing concept,according to the customers needs and desires as the guidance.The success of Jobs tend to be customer oriented,based on the understanding of human nature,grasp the details of the peoples desire and demand,and marketing the perfection all the way to human nature.,1,Hunger marketing,饥饿营销,2,Experience marketing,体验营销,3,Viral marketing,病毒营销,4,Monopolize marketing,独占式营销,Marketing strategy,Part 1,Hunger marketing,Marketing strategy,Hunger marketing,used in the commercial promotion of goods or services,is refers to the,commodity provider intends to cut production,in order to achieve,control of supply and demand,manufacturing in short supply,illusion,in order to maintain the product image and maintain a high commodity price and profit margins of marketing strategy.,Hunger marketing,Every year before apple product launch,apple will be ensured,but also secret,whetting the appetites of Fans all over the world,people waiting,speculation about the new function,new appearance and so on.As a result,it aggravated the curiosity of people,all want to see it first.,每年在苹果新品发布会之前，苹果公司都会放出口风，但是却又讳莫如深，闭口不谈，这就吊起了全世界粉丝的胃口，人们翘首以待，纷纷猜测其新功能、新外形，这更加剧了人们的好奇心，都想一睹为快。,Apples marketing is not a simple hunger for the IPhone,but the extreme hunger marketing,first they ignored,only tell the market,there will be a new IPhone interview,but after a long time for the IPhone almost no information,wait until the market extremely eager to get product information from various channels,a brief introduction on the IPhone.Until the IPhone officially listed,the advertisement was overwhelming,through a variety of ways to let you see every day,see everywhere.The extreme contrast,let consumers like the long drought meet sweet dew,suddenly had a great interest on the IPhone and impulsive purchase,thereby achieving success.,苹果公司对IPhone的营销并非简单的饥饿营销，而是极端的饥饿营销，它们先是避而不谈，只告诉市场，将有新产品IPhone面试，但是之后的很长时间对于IPhone的信息近乎没有，等到市场极端渴望从各种途径获得产品信息时，再对IPhone进行简单介绍。等到IPhone正式上市之后，其广告便铺天盖地，通过各种形形色色的途径让你天天看到、处处看到。这种极度的反差，让消费者犹如久旱逢甘露，突然间对IPhone产生了极大的兴趣与购买冲动，从而获得成功.,IPhone,Part 2,Experience marketing,Marketing strategy,Experience marketing,The experiential marketing is to make consumers involved,make it feel fully the performance of the services or products,so as to arouse the enthusiasm of the purchase.Experiential marketing has broken the traditional marketing rules,consumers no longer have a can only far view feeling,can close contact and product also make the consumption become a kind of enjoyment.,Apple is unique in this respect,it always makes consumers have unique mysterious feeling.The company set up a lot of experience store,where customers can ask questions related to the product,can obtain the information of new products,also can experience of new products.Each launch a new product,apple has experience in marketing of credit is,of course the quality is closely related with its service.,在这方面苹果公司可谓是独树一帜，它总能让消费者有独特的神秘感受。苹果公司设立了很多体验店，在那里，顾客可以询问与产品有关的问题，可以获得新产品的信息，也可以体验新产品。苹果公司每推出一款新产品，体验店在营销方面的功劳可谓功不可没，当然这与其服务的质量息息相关。,Experience store of Apple,Experience store of Apple,Part 3,Viral marketing,Marketing strategy,Viral marketing,Viral marketing also called Word of mouth marketing.The reason is that the propagation speed fast,low cost,big influence.For example,a large share of the IPhone users are like each other.Dynamic young people,they were the first to experience the product reliability and superiority of audience.Enjoy the first time to their relatives and spread function and use of the products.,病毒营销也叫“口碑营销”。究其原因是其传播的度快、成本低、影响力大。IPhone的用户有很大部分是喜欢互动的年轻人，他们是最先体验产品的可靠性、优越性的受众,也乐于第一时间向自己的亲朋传播产品的功能和使用心得。,Viral marketing,The IPhones marketing plan for each time to market and have different prices,heat wave after the discussion of the IPhone has been lifted,the comparison of each version,filled with numerous websites and BBS,the success of using the power of the consumers for the IPhone Free advertising,IPhone的上市推广计划为每个地区的上市时间和价格不一，让本来热过了的IPhone的讨论浪潮不断被掀起，各个版本的比较充斥着众多网站和论坛，成功的运用消费者的力量为IPhone做免费广告。,Part 4,Monopolize marketing,Marketing strategy,Monopolize marketing,In the process of its marketing,in the right publicity channels on the right forms of propaganda,grasp the characteristics of the different channels accurately,all-round showing,在其营销过程中，在正确的宣传渠道上采用正确的宣传形式，准确地把握了不同渠道的特点，全方位的展示,Monopolize marketing,No matter you are using a traditional chat tool like QQ,or the most popular micro blog,every time you send a message which all have come from the IPhone client logo that is a unique symbol of the IPhone operating system.On the one hand,it strengthens the publicity of the IPhone,on the other hand also shows you the identity of the hipsters,无论你使用的是传统的聊天工具QQ，还是时下最流行的微薄，你每发送一条信息均有来自IPhone客户端的标识，这是IPhone操作系统的特有标志，一方面无形中加强了IPhone的宣传，另一方面也表明了你潮人的身份.,First-class technology products,+,The unique marketing,way,=,Apples success,+,=,一流的,技术产品,独特的,营销方式,苹果的,成功,RESULT,