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论文编号：	3886
作者编号：	2120082313
上传时间：	2011/12/1 16:06:40
中文题目：	苹果公司基于顾客价值的差异化战略研究
英文题目：	The Research of Apple’s Differentiation Strategy Based on Customer Value
指导老师：	王迎军
中文关键字：	顾客价值;差异化战略;消费电子行业;苹果公司
英文关键字：	Customer value;Differentiation Strategy;Consumer Electronic Industry; Apple Inc.
中文摘要：	在世界整体需求飞速提高的外部环境下，消费电子行业作为一个快速发展的产业，其迅猛的态势以及令人瞠目的业绩已经受到世界所瞩目，然而随着全球后经济危机时代的来临，整个行业也处在了挑战与机遇并存的关键时期。二十一世纪以来，消费电子企业在制造业中逐步处于不可忽视的地位，其发展越来越受到各国重视和高度关注。本文针对消费电子企业普遍面临的发展状况进行分析，对其具有代表性的企业苹果公司进行分析，并对其作为其代表性产品苹果手机进行了重点分析，认为仅仅依靠成本优势、高度仿制以及加快新品上市周期等作用都不能根本提高企业的竞争优势，然而通过顾客价值导向下的差异化战略，符合了该公司的发展规律，更重要的是符合了消费者的需求趋势，因此需要在关注企业竞争的同时，关注消费者的心声，由竞争者导向转向顾客导向，使企业产品和技术价值都最终体现在外部市场的顾客价值满足上。本文借鉴并参考了大量国内外相关文献，从消费电子行业所面临的问题出发，以苹果公司企业差异化战略如何按照顾客价值的要求逐步研究，建立了顾客价值与差异化战略整合模型，提出了将顾客价值纳入企业战略体系的观点：通过顾客价值对于企业价值链的指导作用，达到价值链的增值进而完成差异化战略的实施步骤，以顾客价值带动企业产品和商业模式的创新，带来产品的高溢价和消费者的满意度。最后本文通过对苹果公司的代表性产品iPhone手机进行多角度分析，从产品研发到产品营销到商业模式等环节一一作出了研究，证明了顾客价值对于苹果公司差异化战略带来了强大的推动作用。这一研究的结果对本文所提出的观点加以佐证。本文的特色之处在于：一方面，提出了消费电子企业在差异化战略选择的一个更深层次的指导方向，构建出顾客价值链与企业价值链的关系和提升模型，以及顾客价值对差异化战略的整合模型，并对苹果公司的实施策略进行了深刻的揭示与研究；另一方面，顾客价值理论以往主要以服务性企业为研究对象和实践重点，而对将顾客价值理论实施于消费电子企业的实践研究还不为常见，本文分别从理论和实践方面剖析并论证了顾客价值理论在消费电子行业中的使用性和应用价值，为消费电子企业实施顾客价值导向的差异化战略提供了理论支持和实践作证。随着全球市场竞争的日益激烈，苹果公司面临更大挑战，希望本文能在管理理论和实践上为同类企业提供一些有益的启示和帮助。
英文摘要：	With the rapidly growth of external environment requirement, the consumer electronics industry had also been rapidly developed, and the trend had been eye-popping performance attracted the attention of the world. However, follow the global economy resuming after serious crisis, the consumer electronics industry will face to a special period, challenge together with opportunities. After enter the new century, the consumer electronic enterprises became the foremost section of manufacturing field, and it has been given extraordinary attention by many countries. This thesis will focus on the development of consumer electronic industry, and Apple will be regard as the special sample for analysis. iPhone is the core product of Apple, base on the analysis on the product; we conclude that the action of cost reduction, rigorous imitation and quickly new product upgrade cannot increase the competitive advantage. However, the differentiation strategy orientated by customer value up can match with the development of Apple. More importantly, it can match with the customer re-quirement trend. Therefore, we need listen to the voice from customer together with focusing on business competition. The company strategy needs be changed from competition orientation to orientated by customer satisfaction, and insure all the products and technology can meet with the customer requirement strictly. The thesis started at the issues analysis of consumer electronics industry on the basis of a lot of domestic and international literatures, established the strategy mold of customer value up and differentiation orientation. And suggest that the company need combine the customer value-added into enterprise strategy. Through the guiding of customer value to enterprise value chain, company can obtain the implementation of differentiation strategy and develop the value chain. The mold can bring more margin and customer satisfaction. Finally, base on the completely analysis on iPhone, from R&D to marketing and business operation, which concluded that the customer value orientation can greatly influence the implementation of differentiation strategy. From this thesis, the information below can be regard as reference. On one hand, it give a guideline of differentiation strategy choice of consumer electronics company, and created the solution of increase the customer value chain and enterprise value chain. The result can be confirmed by the study on Apple. On the other hand, we can find few samples which can use the theory of customer value-up in consumer elec-tronic enterprise. In the thesis, we try to find the solution for the applicability of cus-tomer value-up, which can be regarded as the reference for the other similar compa-nies.
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