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论文编号：	5365
作者编号：	2120115026
上传时间：	2013/6/6 22:03:48
中文题目：	基于互动视角的苹果公司体验营销策略研究──以中国大陆台湾两岸市场为例
英文题目：	Research on Marketing Strategy of Apple Inc from the Interactive perspective Based on the comparative study between Mainland and Taiwan
指导老师：	吴晓云
中文关键字：	苹果公司，顾客体验营销，品牌体验营销，大陆台湾对比研究
英文关键字：	Apple Inc, customer and brand experience marketing, comparative study between Mainland and Taiwan
中文摘要：	随着经济的发展，全球开始出现由服务经济向体验经济过渡的趋势。苹果公司在全球范围内巨大的成功诠释了体验在企业市场营销中的巨大作用，同时也宣告了体验经济时代的到来。体验作为一种消费者的主观感受也逐渐成为了商品价值中的重要组成部分，顾客感知价值不仅取决与商品本身，它更重要的取决于消费者从商品中所获得的体验，体验作为一种商品也开始具有价值。因此，企业开始由传统的市场营销策略向体验营销策略的转变，体验营销成为越来越多企业营销战略的核心。 苹果公司的体验营销战略具有很强的代表性，对其他企业的市场营销实践具有很强的借鉴意义，以往很多研究对其体验营销战略进行了分析。这些研究很多集中于顾客体验的层次并一定程度上能够解释苹果公司营销战略的成功之处，但却不能很好解释其他企业对苹果公司营销战略的模仿不尽相同的结果：三星公司的模仿战略获得了极大的成功，而HTC等企业的体验营销战略却节节溃败，导致这种截然不同结果的原因是本文研究的一个重点，本文从品牌体验营销的理论视角很好的解释了上述企业经济现象。品牌体验营销作为顾客体验营销的更高层次，其更从本质上解释了苹果公司的成功，也从本质上解释了企业模仿行为的差异。 本文研究的主要内容是苹果公司体验营销策略，这包括了顾客体验营销策略和品牌体验营销策略。以在此基础上本文总结了苹果公司新奢侈品营销策略模式，这一理论更加系统的解释了苹果公司营销策略的成功之处。以理论为指导，本文对苹果公司在台湾和大陆地区的体验营销策略进行了详细的分析，其在一定程度上验证了不同层次的体验营销战略所具有的不同的市场结果。本文的主要内容可以划分为三个部分：第一部分是对本文研究背景、研究问题视角以及研究方法的介绍；第二部分是对体验营销相关理论进行了综述，并分析了消费电子市场整体的市场营销环境；第三部分是对苹果公司的介绍及其体验营销战略的具体分析，并对大陆和台湾地区营销策略的差异进行了分析，总结了苹果公司营销战略的管理启示。
英文摘要：	With the development of economy, the global economy began to experience the transition from service economic to experience economic. Apple's worldwide success interprets the great role of experience in corporate marketing, as well as declares the coming of the experience economy era. Experience as a consumer's subjective feelings have gradually become an important part of the goods. Customer perceived value depends not only on the product itself, it mostly depends on the consumer experience gained from commodity experience. Therefore, more and more corporate begin to carry out experience marketing strategy to replace traditional marketing strategies. Experiential marketing becomes the core of the corporate marketing strategy. Apple's experiential marketing strategy is representative in the marketing practices of enterprises. Therefore, a lot of researches focus on its experience marketing strategy. Many of the studies focus on the level of the customer experience and are to some extent able to explain the success of Apple's success, but it can not well explain the different results of other enterprise's imitation of Apple's marketing strategy: Samsung's imitation strategy obtained a great success. But HTC experience a not good result. The reasons that lead to the different results become a focus of the study. This paper puts forward the brand experience marketing and explains the enterprise phenomenon from a new theoretical perspective. As a higher level of customer experience marketing, Brand experience marketing essentially explains the success of Apple's success and the different results of other enterprises imitation strategy. The main content of this study is Apple's experience marketing strategy, which include customer experience marketing strategy and brand experience marketing strategy. This paper summarizes Apple's new luxury marketing strategy mode based on this two theories. The theory provides a more systematic explanation of the success of Apple's marketing strategy. Guided by the Above-mentioned theories, this paper conducts a detailed analysis of Apple's marketing strategy in Taiwan and mainland China. The main content of this article can be divided into three parts: The first part is the introduction of the background of this study, the research theme, research perspectives, and research methods. The second part of experiential marketing theory are reviewed and analyses the overall marketing environment of the consumer electronics market; The third part analyses Apple's marketing strategy from customer and brand the difference of marketing strategy of the mainland and Taiwan. In the end, the paper summed up the Managerial Implication of Apple's marketing strategy .
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