联系我们

论文查询结果	返回搜索

论文编号：	5022
作者编号：	2220110882
上传时间：	2013/2/27 10:23:57
中文题目：	苹果公司基于用户体验的营销模式研究
英文题目：	Research of marketing model of Apple based on user experience
指导老师：	许晖
中文关键字：	手机行业 用户体验管理 营销模式
英文关键字：	Mobile phone industry; User experience management; Marketing model
中文摘要：	对于一个企业来说，什么最重要？有的企业认为是独一无二的核心技术，有的企业认为人力资源是最重要的，有的企业认为是管理，有的企业认为是资金，有的企业认为是质量，有的企业认为是服务。诚然，这些都是企业运营的重要元素，但对于任何一个类型的企业而言，最为重要的是用户，用户是最为重要的资产。任何企业的生存的前提是拥有用户，企业成长以及获得持续稳定的利润回报，也是因为企业能够留住并且能够吸引新的用户。一个成功的企业和失败的企业的区别重要的特征在于是否关注用户，一个企业所维系忠诚用户是这个企业的无形战略资产。因此，企业应该围绕用户体验来组织架构和管理、并以用户体验为基础对营销模式进行创新。苹果公司近年来的持续成功，而同时，国内手机企业面临竞争模式仍然以价格竞争为主要特征，盈利空间非常有限，面临巨大的生存挑战的现状。苹果公司何以取得如此骄人的成绩？国内手机企业如何从苹果的成功中获取成功的可借鉴的经验？正是本文的目的。本论文由六章构成：第一章 绪论。本文从研究背景、问题提出、研究目的与意义、研究方法及研究内容框架进行阐述。第二章 相关理论回顾及文献综述。本章笔者通过阅读大量的国内外相关文献，从用户体验相关理论、营销组合策略及创新进行了阐述。第三章 苹果公司在全球市场的运营分析。本章阐述了苹果公司在全球市场的经营状况以及苹果公司在全球市场的竞争优势。第四章 苹果手机的用户体验模式。本章剖析了苹果公司以“用户”为中心，而非技术、苹果公司用户体验管理。第五章 基于用户体验的苹果公司营销策略创新。本章分析了苹果公司基于用户体验导向的产品策略、苹果公司价格策略、苹果公司渠道策略以及苹果公司的促销策略。第六章 结论。本章对全文进行了总结，提出国内手机产业亟待改变竞争模式、手机行业竞争的实质：不再是功能价格间的竞争，而是用户体验的竞争、用户体验管理需要流程化的结论。同时，在对苹果公司深入剖析的基础上，笔者提出几点建议供国内手机企业参考。
英文摘要：	For an enterprise, what is most important? Some companies think that is unique core technology, some companies believe that human resources is the most important, some companies believe that is management, some enterprises think that is funds, some companies believe that is quality, and some companies believed that is serve. Of course, these are all important elements for any type of businesses. Indeed, user is the most important element for any type of business, and the user is the most important assets. Possessing user is a prerequisite for the survival of any business. Business can grow and access to a steady rate of return because the company can retain and to attract new users. The important difference between a successful business and a failed enterprise is whether the company can focus on users. Loyal users a business maintain are intangible strategic asset of the company. Therefore, enterprises should focus on the user experience for the organization structure and management, and marketing model innovation based on user experience.In recent years, Apple continues to succeed.Meanwhile, the main feature of domestic mobile phone enterprises 's competition model is price competition, and profit margin is very small. Many domestic mobile phone enterprises face enormous challenges of survival. Why Apple made such a feat? What can domestic mobile phone enterprises learn from the success of the Apple? This thesis consists of six chapters. The first chapter is Introduction including research background, the purpose and significance of this thesis and the research methodology and research framework. Chapter II, review of the theory and literature. This chapter is including related theory of the user experience, marketing mix strategies and innovation. The third chapter is operational analysis of Apple in the global market. This chapter describes the operating conditions of Apple and Apple's competitive advantage in the global market. The fourth chapter is analysis of the Apple's user experience model. This chapter analyzes Apple's "user-centric” rather than technology, and Apple's user experience management. Chapter V, Apple's marketing strategy innovation base on the user experience. This chapter analyzes Apple's product strategy, pricing strategy, channel strategy, as well as promotion strategy base on the user experience. Chapter VI conclusions. This chapter is a summary of the full thesis. Suggest that the domestic mobile phone industry should change the mode of competition. The competition among vendors is no longer function and price but the competition of the user experience. The user experience management need to streamline. Finally, I put forward some recommendations for the reference of the domestic mobile phone enterprises.
查看全文：	预览  下载(下载需要进行登录)