The innovation of marketing strategy of the Apple company and the study of its using in China
ABSTRACT
Apple electrons lead the world trend from the end of last century to today It is not just a product but a belief From IPOD to ITUNES IPAD and IPHONE each product of Apple has achieved great success There is no exception in China The fruit powder group is growing in China It is attributed to not only the excellence of Apple products but also the innovation of Apple＇s marketing strategy Therefore we should not only learn the technology of Apple product but also learn the marketing strategy of the Apple company Then we need to use it to the products of the stateowned companies to broaden the international perspective of the national industry It can also improve the competitiveness of our stateowned brand From the impact of its marketing strategy of Apple company the study of the use of hungry marketing and product life circle theory we find the content that Chinese companies need to study from the Apple company Then the electronic products can develop healthily and rapidly It can go into the world market on the basis of having a certain domestic share
Key Words Apple marketing hungry marketing the Apple store
1 Whether the excellent performance of Apple company has something to do with its marketing strategy
11 Brief introduction of the Apple Company
Apple company is founded on April 1 1976 Currently it’s the world＇s largest mobile phone manufacturer also the largest personal computer manufacturer The representatives of the Apple company’s products are the APPLE II the Macintosh computer ipod music player ituns shops imac iphone series phones and personal computers of ipad series By the end of February this year Apple＇s market value rose with the impact of the dividend payout prospect It broke through 500 billion dollars
12 The current status of Apple Company
According to the transaction prices on the morning of February 29 2012 of the time of the United States we can calculate that the market price of the Apple company of the United States which is famous for selling computer iphone ipad and all is worth for more than 500 billion dollars
From the aspect of the market capitalization the Apple company is the highest in the world The second one is the Exxon Mobil Oil The market capitalization of the Apple Company totally is 506 million dollars
In addition the market value of the Apple company is in excess of the gross domestic production(GDP) of Poland Saudi Arabia and some other countries
The stock trading price of the company in the morning of 29 February 2012 rose 13 percent which is about 7 dollars The price of per share is 54241 dollars
13 The main marketing strategy of the Apple company and its impact on the Apple company
131 Propaganda before the selling—to enhance the personality of the products
Generally speaking people will be more urgent to know the truth if the unknown things are about to come Curiosity kills the cat is the description of the nature of such a person However if the enterprise can take advantage of the curious mentality of people it can do publicity very well even if with a low cost Such as the singer Fei Wang the popular music queen has a surprising number of fans with high loyalty Sh will not go to curry favor with the fans She is a pride and independent person And she often say something that makes people confused These are her characteristics which attract many loyal fans’ respect and worship
132 Hungry marketing methodto keep the control right of the product
The products of the Apple company are so popular One of the important reasons is its control to the market supply It makes the market in a situation of hunger On one hand this is conducive to maintain the stability of the prices of their products On the other hand this is conducive to keep its control ability to the upgrade of the products The sale of iphone is obviously the representative of this kind of sale Since putting the iphone on the market Apple company adheres to the principle of limited reply no matter how much is the voice of the products A great number of people want to buy one iphone maybe because that it is hard to get And some people even spend a lot of money and energy to get it which they don’t know it very well They will be satisfactory with pleasure Sometimes they even don’t know what they want to get The hungry marketing method is actually take advantage of people’s mentality of keeping up with the trend of popularity and the pace of fashion
133 Experiential Marketing to allow users to experience the different mysterious feeling
Jobs will always consider this problem which is what the experience of the users of the product is Every propaganda is launched the Apple company will select a theater which is full of mysterious colors It will make publicity through the way of acting plays to stimulate the strong curious sychology of the people
134 to create the culture of the Apple company and crazy fans of the Apple company
The Apple computer has already done a distinctive mark in the minds of consumers which is superior performance specialmade shape and perfect design Apple computer means the special and independent computer cool industrial design and fashion Jobs is trying to get innovative products in line with the memory of Apple culture in the minds of consumers Almost every design makes the consumers ecstatic This is my Apple CocaCola occupies the most important position in the ladder of cola in people’s minds Therefore it can be the representative of the United States Steve Jobs also successfully make the Apple product in the first place in the aspect of innovative products and innovative culture and also have a new start of the products
135 Reputation marketing – to make the phone to be the era toys from a communication tool
Marketing must be amused In this way people will be happy to participate in the program spontaneously At the moment the twitter is very popular The iphone acts as a tool to entertain the public With the twitter the entrepreneurs and popular stars send amused messages At the bottom of the information it will show that the information is from the user of iphone This makes more people who is a member of the twitter would like to have the logo 136 Extreme humanity marketing
Why is Apple product so fascinating In the face of the Apple products all the so called star products will be faded out Any new product of the Apple company will make the fans crazy The media will strive to be the first to report it And it will be widely reported In addition it can have impact on the stock market and some industries These are the humanity marketing of the Apple company
2 The statement of the innovative hungry marketing strategy of the Apple company
21 The concept of hungry marketing
In our opinion the hungry marketing strategy is a strategy that a company controls the output of the products on purpose to grasp the relationship between supply and demand makes a false scent that the products are shortage in the market to achieve the purpose of maintaining a higher sales price of the products
22 The theoretical basis of hungry marketing
The theoretical basis of the hungry marketing is from the utility theory Utility theory the consumers can get the satisfaction from the consumption of goods and services of the products This theory thinks that utility is different from the value of use of goods The use of value is the inherent properties of the goods The use of value is decided by its physical or chemical nature However the utility is the satisfaction of consumers It is a psychological concept And it has subjective nature A certain product or service meet the specific needs and satisfaction of consumers at a specific time place or environment the value of such products or services will be extremely enlarged to become the target which consumer will chase for Like the spinach tofu soup which the legendary emperor drank It’s just a bowl of ordinary soup It’s more delicious than a feast for the gods only if it appears when you are very hungry
Psychological basis People is desirable animal while the desire stems from the development of society and the evolution of human beings Accompanied by social development human’s requirements are continuously improving People will never be able to meet themselves The psychological characteristics of human beings have laid a solid psychological foundation for the using of hungry marketing
Economist Paul Samuelson has ever made his famous happiness formula Happiness Utility desires In this formula desire is the denominator once the denominator was promoted in order to maintain a certain level of happiness the consumers must obtain higher utility from the goods and services to make sense of happiness greater Then the consumers to meet the desires emerge At this time in the market the seller will have the initiative When where and under what circumstances to provide consumers with products or services regardless of price or quantity the seller has a greater right to speak
With the enrichment and development of the ways of transmission the television radio internet and other modern means of communication media enable the operation of the businesses more convenient and effective Through the early momentum market reports out of stock snaping up and such reports to form a perfect communication context the businesses expand the depth and width of hungry marketing
23 The hungry marketing strategy and sales of the brand of Apple
From the iPhone4 in 2010 to the highly touted iphone4s recently since the beginning of putting Apple products into market it is uncommon for us to see the Apple products out of stock On the one hand it is greatly pursuit by the consumers On the other hand the products are out of stock With the two reasons the market is always in the state of hunger which is conducive to price stability of Apple＇s products as well as the control right to the channel dominance of products upgrade as well as control of the whole industry chain
Let us take the marketing of the iphone4 as an example At the beginning the businesses do not inform consumers what technological breakthroughs the new products will have or innovative ideas What they only do is to inform the market that the new generation of Apple phone would soon be published Then the information will disappear as if it never happened When the consumers extremely eager to get the product information from all sources the black Tshirt + jeans of the Apple company will show up the conference site to introduce products to the world Once the the mobile phone is put in the market a variety of advertising will follow it all of a sudden It is well opposite to the previous disappearance It is like that the consumers go into the rich tropical rain forest from the desert People have enthusiasm and are urged to purchase However consumers will not be happy for too long time and will find that the products are always in shortage and waited before Apple＇s nextgeneration products are put into the market We combed the unique context of the Apple products as follows Conference Listing Date Announcement wait listed in the press reports queue overnight officially on sale all out of stock hot
We can make the successful use of the hungry marketing strategy in the process of popularizing the brand in the following points
231 Throughout the brand factors
From the definition the operation of hungry marketing is seemingly simple which is to set a higher price to seize the attractiveness of the potential consumers and then limit the number of listed in the market resulting in a shortage of the illusion or truth (this is not important) In this way they would like to give consumers a feeling of hot selling However the real hungry marketing must heritage brand Its operation must rely on a strong appeal of product brand The domestic millet mobile phone emulates the hungry marketing strategy of the Apple phone＇s and achieved very good results
In the operation of the reality of hungry marketing strategy it is a doubleedged sword If it plays well it can increase the added value of the brand In turn it will constitute great harm to the brand Hungry marketing strategy is not just the pursuit of the high prices of the moment but mainly to enhance the brand value thus forming the image of high value of the brand The founder of Apple company the black Tshirt + jeans sir Steve Jobs always stressed the quality strategy and his requirements of the brand logo is extremely beautiful And he tried to make every piece of Apple products to be a work of art On the basis of Apple＇s parent brand reputation in the market the selling of Apple＇s products of mobile phone series also uses the hungry marketing strategy Iphone mobile phone becomes the object with much anticipation People form a strong buying feeling Once iphone4 is put on the market it got good comments The highvalue image of the Apple brand is greatly enhanced
232 Select the correct products
Whether the brand has the ability to please the consumer attract consumers occupy the market share is the most important step to spread the brand Otherwise the hungry marketing strategy will be invalid The products need to have the recognition and acceptance of the consumers If you would like to develop a product successfully you must continue to study the desire needs of people On the basis you need to make it good on the aspects of the functionality of the product brand personality image aspirations emotion and all to be in line with market psychology We need to reach a psychological resonance with consumers
233 Make moderate shortage
With the continuous development of science and technology the type of technology products is increasing The number of products with the same function (such as mobile phones now also have the function of the digital camera)is also increasing rapidly So the premise of limited products is that you must have a unique property Consumers will be willing to get it Nowadays consumers focus on fashion They think that the popular is the fashion And the feeling of having popular products that others do not have is what the public pursuit for Therefore the moderate shortage of the products meets the people’s mentality At the same time due to the impact of the relationship between supply and demand the price of iphone4 is added in the underground trading This is because the consuming speed of the Apple product is behind the growth speed of the market which is one of the reason that cause the tense relationship between supply and demand on the market The Apple company takes advantage of consumers’ psychology of pursuing good brand and taste Along with the hungry marketing the company gains the high profits again and again
234 The professional media
The iphone4 faces the general public people The desire of the public people is different which makes that the consumption level different The brand promotion needs reasonable professional and threedimensional propagation We need to study the communication strategy media the choice of form Meanwhile in order to ensure the brand＇s mystique the confidential work should be done well before publicity Steve Jobs and a writer of technology blog have a lawsuit which is very drastic The reason is that Steve Jobs thought that the other party leaked some information of iphone
24 The problem that the hungry marketing strategy should pay attention to
241 The hungry marketing strategy should be flexible
Nowadays there are many brands of electronic products in the market In order to gain market share other manufacturers also make every effort Therefore the buying behavior will be subject to these external factors It may prompt feelings of consumers to transfer Therefore it is very necessary to closely monitor the market trends and improve the mobility to develop rapidly
As a global marketing strategy of the Apple company hungry marketing has its inherent advantages But for each region they need to make effective adjustments on the basis of its characteristics For example in China the market activity of the mobile phones are better than the global average level The life cycle of mobile phones in China is only half the time of the European Union Market updates are significantly higher than other regions This make it hard for the enterprise who want to have a longterm occupation of the Chinese market Therefore we should actively respond to the Chinese consumers The enterprises should push off the appropriate strategies to deal with the problem
242 We need to master the degree when using hungry marketing strategy
Just attracting people＇s appetite and may eventually cause some consumers to lose appetite Manufacturers will be required to do what they can do according to their own ability Any blind economic behavior is doomed to fail For example if the consumers can＇t buy the iphone4 phone for a long time They will buy the fake goods or phone of other brands The price of a high imitated iphone4 phone with Andrews system will be much cheaper than a general entrylevel intelligent phone Although the interoperability of the phone can＇t match the iphone it has the similar appearance of Apple The phone sells very well and occupies the phone market which originally belongs to the Apple company
Successful hungry marketing strategy will enhance brand image and increase brand value However if they don＇t want the negative effects to stand out they must always understand their own problems and the situation of the opponents In this way they can adjust the strategy in time
Learning from the actual operating experience and lessons of international excellent enterprises we know that having good domestic brands will be conducive to improve the competitiveness of enterprises in China and the position in the world Chinese economy will develop towards the field of high technology and new ideas
3 Statement of brand marketing of the Apple company after being put in the market
31 improve and maintain the loyalty of the customers
3 11 build loyalty to the brand
First of all companies must establish business relationships with consumers This means that you are worthy of their trust and need to maintain transparency You can establish the relationship through the internet and social media You can open a corporate blog or directly explore with the user through Twitter In addition you can make use of facebook to show the inner culture of the company
Secondly companies must conduct brand marketing This is the key to build brand loyalty It is not necessary for you to tell the products manufactured by the company What you should do is to let them think about the belief of the corporate This belief must be closely related to the market for the enterprises
Jobs is able to achieve the ultimate of the brand marketing He told the world that his belief is innovation and to create highquality products and has been working to bring the best technology into the market In fact Apple＇s mission statement does not really talk about their products but their faith
Apple said in its mission statement Through the Apple II Apple triggered the PC revolution of the 1970s Through the Mac Apple revolutionized the personal computer market of the 1980s Apple is committed to bring the best personal computing experience to students educators and creative professionals and global consumers through innovative hardware software and internet technologies
312 to maintain the loyalty of the customers
This is mainly due to the heart and soul of the Apple company who is Steve Jobs Apple is Steve Jobs Steve Jobs is Apple Consumers feel that they have a personal contact with Apple In essence this will make them think of Steve Jobs
When you think of how much unimaginable enthusiasm that Steve Jobs devoted to the Apple products to ensure high quality and attracting design of the products you＇ll understand why people are willing to be so tolerant to the products of Apple company
After established an emotional connection with the consumers Apple company almost achieve the goal which they want to accomplish a group of loyal fans It is no doubt the brand loyalty play an important role in the global success of Apple company
Such inspiring mission statement gives people a good impression If you are a car seller you do not use the simple marketing slogan We sell car but to search for the internal culture which is associated with the consumers＇ sentiment
32 Be associated with the core business
No matter how to select the marketing strategy the beliefs of the corporate must be derived from its core business If an enterprise wastes a lot of paper every year it will not play any role even if your marketing slogan is to save the environment
Apple company achieves global success is because that its mission statement resonates with all operations Brand loyalty penetrates into every place of the company Companies can not fool the consumer because loyalty is not easy to set up
People who buy the products of Apple company know how much passion and effort the Apple company have devoted to They know that Apple is committed to design the best systems and products They connect Steve Jobs with the Apple company and think that they have an emotional contact with Apple This is why consumers are so tolerant with the problem that happened in the Apple products
Brand loyalty will not only allow consumers be tolerant with the problem that sometimes happens in the enterprise but also can keep the users buying its products even if the other competitors take lowcost strategy Therefore the enterprises can maintain a higher revenue and market share Brand loyalty is a priority of any enterprises
4 Discussion about the use of life cycle theory of products of the Apple company
41 The definition of the product life cycle
PLC is short for product life cycle refer to the product market life After one product is put into the market its sales and profits will change according to the time It will show a process from less to more or from more to less It＇s like human beings＇ life which is a process from birth grow to maturity and finally demise This is the phenomenon of the product life cycle The socalled product life cycle refers to the process of market life cycle from entering the market to be out of the market at last Only through research and development test marketing and then entering the market its market life cycle will begin If the products are out of the market it means that the life circle is over Product life cycle is divided into four periods which are periods of introduction growth maturity and recession
42 How to use the life cycle theory and the innovative application of product marketing of the Apple company
Behind to the market growth of the iphone the innovation and application combined with practice of the product life cycle theory also played a very important role
421 Product life cycle
Product life cycle is the four stages of products from design and production to exit the market introduction growth maturity and recession period
Iphone has already experienced five dynasties from listed three years ago to today They came together to form the product family of Apple mobile phone series From the Apple brand connotations and cultural point of view it should become more so fashionbased products From the market receiving to be out of the market it experience a relatively long time almost a few years However from the market reaction of iphone series mobile phone each generation products can quickly be recognized after the listing of a few days and the sales will increase rapidly From the point of the nature and purpose of the product itself iphone is a communication product But due to the stylish appearance and definition of marketing it can also be classified as a boom type of product Basically it quickly attracts market and then quickly be out of the market length of life is about a quarter or half a year However the iphone has been strong for quite a few years and not out of the market and sales are also showing an upward trend of the ladder According to the data and theoretical analysis we explore Apple＇s lifecycle strategy as follows
422 The applications of product life cycle of Apple
(1) Take advantage of the rules of the product life cycle to give a larger market for the new generation product
They try their best to compress the listing and delisting period of products In this way they can give the generation product a bigger market Among the four stages of the product life cycle maturity is the highest stage of the product market sales and market share the company will find ways to lengthen the maturity of the product From the first generation iphone listed each year it will upgrade and update a product that is the life cycle of each generation of iphone is a year＇s time Then the most important thing to solve the problem is to stretch his maturity reduce time to be put in the market which can greatly reduce the initial listing of the various publicity costs Second we need to compress the delisting period of the products you can ensure that the two generations of products are closely coordinated and will not produce two generations of products competing for the market with each other while ensuring the continued increase in sales The third one is to allow more time to the mature period
(2) The application of Apple＇s using procedure store network platform will extend the mature period unlimitedly
Using the Apple＇s using procedure store network platform to seek for the new business models and value of iphone to breathe new life into force for the iphone
Iphone is a smart phone The socalled smart phone is actually a miniature PC with independent operating system It can achieve various functions through installing software or procedures by the users themselves The mobile phone operating system of iphone is ios developed by Apple company It has the perfect features of the Apple product which is brief and convenient
The more important thing is that the iphone continuously enrich their own application system Iphone find new business models which brings a great deal of additional value This is Apple＇s using procedure store A variety of software programs are available for customers to download Among the software some are developed by the Apple company itself but most are developed by thirdparty companies For example the largest mobile game manufacturers firemint is one of them Of course these procedures are not freely available to Apple The provider will certainly be in the interests of Apple＇s slice
In this way providing a platform by the phone company to achieve the interests mode of developers users and its manipulators of the platforms is a kind of innovation
Application procedure in the Apple store is increasing all the time which allows users to constantly find the value of the iphone so as to continuously enhance the value and popularity of the iPhone in the hearts of users Ultimately it will bring rising sales and an expanding market It elongates market mature period of the life cycle of iphone
A small iPhone brings a huge impact to the world Through the iphone itself we see a set of innovative and excellent marketing strategies It makes the iphone to be successful at the same time it brings us a very valuable theoretical and practical reference At present we also have a very good company and marketing teams which have a core strengths and brand heritage (ZTE and millet) I hope that these brands can intake good experience from Apple company and create national brands of smart phones and pc
5 Apple company’s inspire to China in marketing
51 Unique characteristics
There are two points of Apple’s unique characteristics worthy of serious taste the first is the maverick the second is spotted customers These two are interrelated
The maverick is not difficult to understand When Apple design the first Macintosh computer it make art words injected into the computer making it to be the world＇s first computer with beautiful typography and paved the way for a pursuit of the beauty So that each Apple computer have become works of art The Apple products are so different No wonder in the eyes of many professional art staffs there is no computer but to the Apple computer
Apple company can also be certain about the customers They design electronic products which appears to be specialized in supplying to the fashion people with the good quality of life In this way it attracts more who are not such people or who advocate such a life Unique product is only for the unique you One is willing to study and produce with minds One is willing to pay to purchase and enjoy This positive incentive once formed whether to the enterprise or the customer it is income It is no wonder that the Apple company is from one success to another success Therefore the IT enterprises should learn from Apple get rid of the impatience homogeneous lowcost the old way of vicious cycle and competition They should be dependent and be certain of the customers
52 Autocratic characteristic
The leading sheep should be strong not more It is crucial that an IT team has a core leadership with unique vision clear objectives proper and powerful strategy Some of IT companies are lack of a relatively stable core leader from the long run They don’t have a certain target and can’t form a unified willing They not only missed opportunities but also are easily to be in the same line
Therefore the enterprise should have a longterm stable core leader have faith and knowledgeable people form a unified will He should be in the same boat with the employees R & D personnel making the company to become a hard stone
53 Practical characteristic first
Apple company told us that the IT product development and marketing can’t work well only by the theory In this cruel protracted battlefield only the results are the most important thing Other things including the process are not important Pegged to the results of the strategy is pegged to the target strategy Practice has proved that this is also a successful strategy From the practice of them the IT companies should be harvested The goal should be clear They should try their best to develop good products and then bring better users In this way they can seek survival and development
54 Brief but not simple
An Italian student designs a new computer for Apple company It can be bent has the function of notebook computers 13inch screen or desktop computers This new product has six peripheral interface a touch pen with two colors for you to choose from But it missed the market The reason is that although these designs are very beautiful some very practical there is a fatal flaw which is too much functionality This is not Apple＇s design style Apple has always pursuit to be brief
In Apple company one of the main jobs of Steve Jobs is to dismiss all the complex design He is like a filter Every day there are a large number of new products and ideas presented to Steve Jobs His answer is basically no Jobs said no because of his aversion to complex things To say no to new products new features can be maintained with lower production costs Removing certain functions is conducive to create opportunities to the next generation The largest advantage of removing some functions is that the consumers will become more eager to get it When you meet certain requirements in the new version it make them happier
Some people say that the iPhone didn’t have some basic functions until the fourth generation This is the trick of Apple to attract you to buy the next generation of products I do not think so This is Apple’s style to pursue the brief characteristic Similarly this can give us who work in the domestic industry some suggestions which is that rich varied and complex programs and settings are not necessarily a selling point of the product it can also be the shackles of the products
55 The customer concept
In the design of the retail strategy of the Apple company a decade ago one of the most important goal is to provide users with the very different retail outlets compared with the traditional computer industry experience For this purpose Apple hired Ron Johnson and George Blankenship from the Target department store and the US apparel brands GAP After extensive investigation they found that most consumers have a favorable impression of the hotel desk Inspired by this Apple＇s genius came into being
In the Genius Bar no matter where you purchased the Apple products Apple＇s customer service staff will provide free services They will not only fix the software that has nothing to do with Apple will even help users to complete a number of technical support which has nothing to do with the requirements Only when it exceeds the guarantee period the users need to pay and the staff has the right to decide if it can be free Apple is so generous just to attract customers Apple is optimistic that people come in just to ask for help but went out might decide to buy something
We often say that customers first Many friends who work in the IT industry will have the feel However few can truly do it Domestic enterprises should learn a lesson
56 focus on marketing
Wine is also afraid of deep alley What＇s more Apple brewed wine without exception are the spirits that not have the time to cellare In fact Apple＇s products like the sides of a coin there are successful and insufficient aspects Therefore it is always accompanied by controversy
At this time Apple＇s marketing art came in handy Apple will always continue to burst out of the latest hardware changes software updates and all kinds of gossip news Worldwide the vast majority of media are volunteers to help Apple to do marketing including China CCTV＇s News Network Each section of Apple＇s products are able to become the focus of media attention Apple has so many fans Apple＇s influence is so great that if the media doesn’t follow up with the news of the Apple company it will be falling behind
In fact Apple wants to cultivate the religious fervor of its fans (also known as followers) through some clever ways including mystery and implying that the user is selected more importantly may also lies in Apple＇s favorite symbol information Consider the iPod＇s white headphones the Mac’s startup sound and MacBook’s distinctive back cover Apple knows the power of this ongoing perception implied and spared no effort to enhance the users’ memory practices for brand propaganda
57 focus on innovation
On the road of innovation the past may means the burden Viewing the past needs to pay multiple costs In its short history it has been updated several times the operating system and the underlying chip architecture Each upgrade will make the existing product immediately eclipsed Jobs abandoned the floppy disk in iMac The CDROM also withdrew from the stage of history with the introduction of the MacBook Air Now touch screen technology has allowed people to abandon the mouse You know the mouse was able to be popular it is precisely thanks to Apple’s strong promotion in the 1980s
In most cases Apple abandoned the past practice to allow itsself to make better products It also makes Apple easier to move forward and always stands in the forefront of technology If we have to say something bad that is Apple＇s loyal fans had to repeatedly again and again to spend money on the new one and eliminate the old love We do not know have much the early Apple fans complain about but fortunately today＇s Apple fans have been accustomed to Apple＇s style of carrying out new products and cultivate the consume habit of the fans of the Apple products So they will believe that it is the world originally
Therefore domestic enterprises should be aware that consumers’ spending habits can be shaped by the IT companies If you have this sense and courage will be the key
58 Change views to be inspiration
Henry Ford has a famous saying If I have to ask what the customer wants they would tell me a faster horse Jobs often take these words to justify that the Apple refused to listen to users’ suggestions even the most passionate users are no exception Apple＇s entire philosophy is that people do not really understand what they need and they will tell you a bunch of what you want but when you really do you＇ll find that you do wrong
Steve Jobs really do not pay attention to listening to our customers’ complain Not necessarily His ear has not been idle He listened more carefully to take the views of users as an inspiration rather than direction as a means not an end Since the internet rise many people are begging for Apple to launch similar products this compact and portable product is one of the fastest growing field of PC market But Jobs is unusually resolute in talking about netbook prospects he said I do not know how to make 500 and not waste computer
However in January 2010 Steve Jobs brought a price of 500 and not junk computer iPad In essence the iPad is not the internet it lacks of netbook features but also have better features In other words it is not only one horse which runs faster
This reminds IT business in our country of course it is important to listen to others It’s like water without source if not listening It will be difficult to run However we must listen selectively Do not let all the views influent us we need to choose the good one from them
Acknowledgement
From the selection of subjects to be finalized I checked large amounts of information However in the process of writing I still felt a lack of knowledge especially practical knowledge The statements mixed with my own views but clearly not enough to achieve the level of good paper In addition the lack of capacity is mainly reflected in the data collection and processing With this experience I think it will easy for me to write a paper in the future Nevertheless my thesis is completed under the guidance of the teacher Here I want to say thank you to my teacher and students Thank you
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ABSTRACT
Apple electrons lead the world trend from the end of last century to today It is not just a product but a belief From IPOD to ITUNES IPAD and IPHONE each product of Apple has achieved great success There is no exception in China The fruit powder group is growing in China It is attributed to not only the excellence of Apple products but also the innovation of Apple＇s marketing strategy Therefore we should not only learn the technology of Apple product but also learn the marketing strategy of the Apple company Then we need to use it to the products of the stateowned companies to broaden the international perspective of the national industry It can also improve the competitiveness of our stateowned brand From the impact of its marketing strategy of Apple company the study of the use of hungry marketing and product life circle theory we find the content that Chinese companies need to study from the Apple company Then the electronic products can develop healthily and rapidly It can go into the world market on the basis of having a certain domestic share
Key Words Apple marketing hungry marketing the Apple store
1 Whether the excellent performance of Apple company has something to do with its marketing strategy
11 Brief introduction of the Apple Company
Apple company is founded on April 1 1976 Currently it’s the world＇s largest mobile phone manufacturer also the largest personal computer manufacturer The representatives of the Apple company’s products are the APPLE II the Macintosh computer ipod music player ituns shops imac iphone series phones and personal computers of ipad series By the end of February this year Apple＇s market value rose with the impact of the dividend payout prospect It broke through 500 billion dollars
12 The current status of Apple Company
According to the transaction prices on the morning of February 29 2012 of the time of the United States we can calculate that the market price of the Apple company of the United States which is famous for selling computer iphone ipad and all is worth for more than 500 billion dollars
From the aspect of the market capitalization the Apple company is the highest in the world The second one is the Exxon Mobil Oil The market capitalization of the Apple Company totally is 506 million dollars
In addition the market value of the Apple company is in excess of the gross domestic production(GDP) of Poland Saudi Arabia and some other countries
The stock trading price of the company in the morning of 29 February 2012 rose 13 percent which is about 7 dollars The price of per share is 54241 dollars
13 The main marketing strategy of the Apple company and its impact on the Apple company
131 Propaganda before the selling—to enhance the personality of the products
Generally speaking people will be more urgent to know the truth if the unknown things are about to come Curiosity kills the cat is the description of the nature of such a person However if the enterprise can take advantage of the curious mentality of people it can do publicity very well even if with a low cost Such as the singer Fei Wang the popular music queen has a surprising number of fans with high loyalty Sh will not go to curry favor with the fans She is a pride and independent person And she often say something that makes people confused These are her characteristics which attract many loyal fans’ respect and worship
132 Hungry marketing methodto keep the control right of the product
The products of the Apple company are so popular One of the important reasons is its control to the market supply It makes the market in a situation of hunger On one hand this is conducive to maintain the stability of the prices of their products On the other hand this is conducive to keep its control ability to the upgrade of the products The sale of iphone is obviously the representative of this kind of sale Since putting the iphone on the market Apple company adheres to the principle of limited reply no matter how much is the voice of the products A great number of people want to buy one iphone maybe because that it is hard to get And some people even spend a lot of money and energy to get it which they don’t know it very well They will be satisfactory with pleasure Sometimes they even don’t know what they want to get The hungry marketing method is actually take advantage of people’s mentality of keeping up with the trend of popularity and the pace of fashion
133 Experiential Marketing to allow users to experience the different mysterious feeling
Jobs will always consider this problem which is what the experience of the users of the product is Every propaganda is launched the Apple company will select a theater which is full of mysterious colors It will make publicity through the way of acting plays to stimulate the strong curious sychology of the people
134 to create the culture of the Apple company and crazy fans of the Apple company
The Apple computer has already done a distinctive mark in the minds of consumers which is superior performance specialmade shape and perfect design Apple computer means the special and independent computer cool industrial design and fashion Jobs is trying to get innovative products in line with the memory of Apple culture in the minds of consumers Almost every design makes the consumers ecstatic This is my Apple CocaCola occupies the most important position in the ladder of cola in people’s minds Therefore it can be the representative of the United States Steve Jobs also successfully make the Apple product in the first place in the aspect of innovative products and innovative culture and also have a new start of the products
135 Reputation marketing – to make the phone to be the era toys from a communication tool
Marketing must be amused In this way people will be happy to participate in the program spontaneously At the moment the twitter is very popular The iphone acts as a tool to entertain the public With the twitter the entrepreneurs and popular stars send amused messages At the bottom of the information it will show that the information is from the user of iphone This makes more people who is a member of the twitter would like to have the logo 136 Extreme humanity marketing
Why is Apple product so fascinating In the face of the Apple products all the so called star products will be faded out Any new product of the Apple company will make the fans crazy The media will strive to be the first to report it And it will be widely reported In addition it can have impact on the stock market and some industries These are the humanity marketing of the Apple company
2 The statement of the innovative hungry marketing strategy of the Apple company
21 The concept of hungry marketing
In our opinion the hungry marketing strategy is a strategy that a company controls the output of the products on purpose to grasp the relationship between supply and demand makes a false scent that the products are shortage in the market to achieve the purpose of maintaining a higher sales price of the products
22 The theoretical basis of hungry marketing
The theoretical basis of the hungry marketing is from the utility theory Utility theory the consumers can get the satisfaction from the consumption of goods and services of the products This theory thinks that utility is different from the value of use of goods The use of value is the inherent properties of the goods The use of value is decided by its physical or chemical nature However the utility is the satisfaction of consumers It is a psychological concept And it has subjective nature A certain product or service meet the specific needs and satisfaction of consumers at a specific time place or environment the value of such products or services will be extremely enlarged to become the target which consumer will chase for Like the spinach tofu soup which the legendary emperor drank It’s just a bowl of ordinary soup It’s more delicious than a feast for the gods only if it appears when you are very hungry
Psychological basis People is desirable animal while the desire stems from the development of society and the evolution of human beings Accompanied by social development human’s requirements are continuously improving People will never be able to meet themselves The psychological characteristics of human beings have laid a solid psychological foundation for the using of hungry marketing
Economist Paul Samuelson has ever made his famous happiness formula Happiness Utility desires In this formula desire is the denominator once the denominator was promoted in order to maintain a certain level of happiness the consumers must obtain higher utility from the goods and services to make sense of happiness greater Then the consumers to meet the desires emerge At this time in the market the seller will have the initiative When where and under what circumstances to provide consumers with products or services regardless of price or quantity the seller has a greater right to speak
With the enrichment and development of the ways of transmission the television radio internet and other modern means of communication media enable the operation of the businesses more convenient and effective Through the early momentum market reports out of stock snaping up and such reports to form a perfect communication context the businesses expand the depth and width of hungry marketing
23 The hungry marketing strategy and sales of the brand of Apple
From the iPhone4 in 2010 to the highly touted iphone4s recently since the beginning of putting Apple products into market it is uncommon for us to see the Apple products out of stock On the one hand it is greatly pursuit by the consumers On the other hand the products are out of stock With the two reasons the market is always in the state of hunger which is conducive to price stability of Apple＇s products as well as the control right to the channel dominance of products upgrade as well as control of the whole industry chain
Let us take the marketing of the iphone4 as an example At the beginning the businesses do not inform consumers what technological breakthroughs the new products will have or innovative ideas What they only do is to inform the market that the new generation of Apple phone would soon be published Then the information will disappear as if it never happened When the consumers extremely eager to get the product information from all sources the black Tshirt + jeans of the Apple company will show up the conference site to introduce products to the world Once the the mobile phone is put in the market a variety of advertising will follow it all of a sudden It is well opposite to the previous disappearance It is like that the consumers go into the rich tropical rain forest from the desert People have enthusiasm and are urged to purchase However consumers will not be happy for too long time and will find that the products are always in shortage and waited before Apple＇s nextgeneration products are put into the market We combed the unique context of the Apple products as follows Conference Listing Date Announcement wait listed in the press reports queue overnight officially on sale all out of stock hot
We can make the successful use of the hungry marketing strategy in the process of popularizing the brand in the following points
231 Throughout the brand factors
From the definition the operation of hungry marketing is seemingly simple which is to set a higher price to seize the attractiveness of the potential consumers and then limit the number of listed in the market resulting in a shortage of the illusion or truth (this is not important) In this way they would like to give consumers a feeling of hot selling However the real hungry marketing must heritage brand Its operation must rely on a strong appeal of product brand The domestic millet mobile phone emulates the hungry marketing strategy of the Apple phone＇s and achieved very good results
In the operation of the reality of hungry marketing strategy it is a doubleedged sword If it plays well it can increase the added value of the brand In turn it will constitute great harm to the brand Hungry marketing strategy is not just the pursuit of the high prices of the moment but mainly to enhance the brand value thus forming the image of high value of the brand The founder of Apple company the black Tshirt + jeans sir Steve Jobs always stressed the quality strategy and his requirements of the brand logo is extremely beautiful And he tried to make every piece of Apple products to be a work of art On the basis of Apple＇s parent brand reputation in the market the selling of Apple＇s products of mobile phone series also uses the hungry marketing strategy Iphone mobile phone becomes the object with much anticipation People form a strong buying feeling Once iphone4 is put on the market it got good comments The highvalue image of the Apple brand is greatly enhanced
232 Select the correct products
Whether the brand has the ability to please the consumer attract consumers occupy the market share is the most important step to spread the brand Otherwise the hungry marketing strategy will be invalid The products need to have the recognition and acceptance of the consumers If you would like to develop a product successfully you must continue to study the desire needs of people On the basis you need to make it good on the aspects of the functionality of the product brand personality image aspirations emotion and all to be in line with market psychology We need to reach a psychological resonance with consumers
233 Make moderate shortage
With the continuous development of science and technology the type of technology products is increasing The number of products with the same function (such as mobile phones now also have the function of the digital camera)is also increasing rapidly So the premise of limited products is that you must have a unique property Consumers will be willing to get it Nowadays consumers focus on fashion They think that the popular is the fashion And the feeling of having popular products that others do not have is what the public pursuit for Therefore the moderate shortage of the products meets the people’s mentality At the same time due to the impact of the relationship between supply and demand the price of iphone4 is added in the underground trading This is because the consuming speed of the Apple product is behind the growth speed of the market which is one of the reason that cause the tense relationship between supply and demand on the market The Apple company takes advantage of consumers’ psychology of pursuing good brand and taste Along with the hungry marketing the company gains the high profits again and again
234 The professional media
The iphone4 faces the general public people The desire of the public people is different which makes that the consumption level different The brand promotion needs reasonable professional and threedimensional propagation We need to study the communication strategy media the choice of form Meanwhile in order to ensure the brand＇s mystique the confidential work should be done well before publicity Steve Jobs and a writer of technology blog have a lawsuit which is very drastic The reason is that Steve Jobs thought that the other party leaked some information of iphone
24 The problem that the hungry marketing strategy should pay attention to
241 The hungry marketing strategy should be flexible
Nowadays there are many brands of electronic products in the market In order to gain market share other manufacturers also make every effort Therefore the buying behavior will be subject to these external factors It may prompt feelings of consumers to transfer Therefore it is very necessary to closely monitor the market trends and improve the mobility to develop rapidly
As a global marketing strategy of the Apple company hungry marketing has its inherent advantages But for each region they need to make effective adjustments on the basis of its characteristics For example in China the market activity of the mobile phones are better than the global average level The life cycle of mobile phones in China is only half the time of the European Union Market updates are significantly higher than other regions This make it hard for the enterprise who want to have a longterm occupation of the Chinese market Therefore we should actively respond to the Chinese consumers The enterprises should push off the appropriate strategies to deal with the problem
242 We need to master the degree when using hungry marketing strategy
Just attracting people＇s appetite and may eventually cause some consumers to lose appetite Manufacturers will be required to do what they can do according to their own ability Any blind economic behavior is doomed to fail For example if the consumers can＇t buy the iphone4 phone for a long time They will buy the fake goods or phone of other brands The price of a high imitated iphone4 phone with Andrews system will be much cheaper than a general entrylevel intelligent phone Although the interoperability of the phone can＇t match the iphone it has the similar appearance of Apple The phone sells very well and occupies the phone market which originally belongs to the Apple company
Successful hungry marketing strategy will enhance brand image and increase brand value However if they don＇t want the negative effects to stand out they must always understand their own problems and the situation of the opponents In this way they can adjust the strategy in time
Learning from the actual operating experience and lessons of international excellent enterprises we know that having good domestic brands will be conducive to improve the competitiveness of enterprises in China and the position in the world Chinese economy will develop towards the field of high technology and new ideas
3 Statement of brand marketing of the Apple company after being put in the market
31 improve and maintain the loyalty of the customers
3 11 build loyalty to the brand
First of all companies must establish business relationships with consumers This means that you are worthy of their trust and need to maintain transparency You can establish the relationship through the internet and social media You can open a corporate blog or directly explore with the user through Twitter In addition you can make use of facebook to show the inner culture of the company
Secondly companies must conduct brand marketing This is the key to build brand loyalty It is not necessary for you to tell the products manufactured by the company What you should do is to let them think about the belief of the corporate This belief must be closely related to the market for the enterprises
Jobs is able to achieve the ultimate of the brand marketing He told the world that his belief is innovation and to create highquality products and has been working to bring the best technology into the market In fact Apple＇s mission statement does not really talk about their products but their faith
Apple said in its mission statement Through the Apple II Apple triggered the PC revolution of the 1970s Through the Mac Apple revolutionized the personal computer market of the 1980s Apple is committed to bring the best personal computing experience to students educators and creative professionals and global consumers through innovative hardware software and internet technologies
312 to maintain the loyalty of the customers
This is mainly due to the heart and soul of the Apple company who is Steve Jobs Apple is Steve Jobs Steve Jobs is Apple Consumers feel that they have a personal contact with Apple In essence this will make them think of Steve Jobs
When you think of how much unimaginable enthusiasm that Steve Jobs devoted to the Apple products to ensure high quality and attracting design of the products you＇ll understand why people are willing to be so tolerant to the products of Apple company
After established an emotional connection with the consumers Apple company almost achieve the goal which they want to accomplish a group of loyal fans It is no doubt the brand loyalty play an important role in the global success of Apple company
Such inspiring mission statement gives people a good impression If you are a car seller you do not use the simple marketing slogan We sell car but to search for the internal culture which is associated with the consumers＇ sentiment
32 Be associated with the core business
No matter how to select the marketing strategy the beliefs of the corporate must be derived from its core business If an enterprise wastes a lot of paper every year it will not play any role even if your marketing slogan is to save the environment
Apple company achieves global success is because that its mission statement resonates with all operations Brand loyalty penetrates into every place of the company Companies can not fool the consumer because loyalty is not easy to set up
People who buy the products of Apple company know how much passion and effort the Apple company have devoted to They know that Apple is committed to design the best systems and products They connect Steve Jobs with the Apple company and think that they have an emotional contact with Apple This is why consumers are so tolerant with the problem that happened in the Apple products
Brand loyalty will not only allow consumers be tolerant with the problem that sometimes happens in the enterprise but also can keep the users buying its products even if the other competitors take lowcost strategy Therefore the enterprises can maintain a higher revenue and market share Brand loyalty is a priority of any enterprises
4 Discussion about the use of life cycle theory of products of the Apple company
41 The definition of the product life cycle
PLC is short for product life cycle refer to the product market life After one product is put into the market its sales and profits will change according to the time It will show a process from less to more or from more to less It＇s like human beings＇ life which is a process from birth grow to maturity and finally demise This is the phenomenon of the product life cycle The socalled product life cycle refers to the process of market life cycle from entering the market to be out of the market at last Only through research and development test marketing and then entering the market its market life cycle will begin If the products are out of the market it means that the life circle is over Product life cycle is divided into four periods which are periods of introduction growth maturity and recession
42 How to use the life cycle theory and the innovative application of product marketing of the Apple company
Behind to the market growth of the iphone the innovation and application combined with practice of the product life cycle theory also played a very important role
421 Product life cycle
Product life cycle is the four stages of products from design and production to exit the market introduction growth maturity and recession period
Iphone has already experienced five dynasties from listed three years ago to today They came together to form the product family of Apple mobile phone series From the Apple brand connotations and cultural point of view it should become more so fashionbased products From the market receiving to be out of the market it experience a relatively long time almost a few years However from the market reaction of iphone series mobile phone each generation products can quickly be recognized after the listing of a few days and the sales will increase rapidly From the point of the nature and purpose of the product itself iphone is a communication product But due to the stylish appearance and definition of marketing it can also be classified as a boom type of product Basically it quickly attracts market and then quickly be out of the market length of life is about a quarter or half a year However the iphone has been strong for quite a few years and not out of the market and sales are also showing an upward trend of the ladder According to the data and theoretical analysis we explore Apple＇s lifecycle strategy as follows
422 The applications of product life cycle of Apple
(1) Take advantage of the rules of the product life cycle to give a larger market for the new generation product
They try their best to compress the listing and delisting period of products In this way they can give the generation product a bigger market Among the four stages of the product life cycle maturity is the highest stage of the product market sales and market share the company will find ways to lengthen the maturity of the product From the first generation iphone listed each year it will upgrade and update a product that is the life cycle of each generation of iphone is a year＇s time Then the most important thing to solve the problem is to stretch his maturity reduce time to be put in the market which can greatly reduce the initial listing of the various publicity costs Second we need to compress the delisting period of the products you can ensure that the two generations of products are closely coordinated and will not produce two generations of products competing for the market with each other while ensuring the continued increase in sales The third one is to allow more time to the mature period
(2) The application of Apple＇s using procedure store network platform will extend the mature period unlimitedly
Using the Apple＇s using procedure store network platform to seek for the new business models and value of iphone to breathe new life into force for the iphone
Iphone is a smart phone The socalled smart phone is actually a miniature PC with independent operating system It can achieve various functions through installing software or procedures by the users themselves The mobile phone operating system of iphone is ios developed by Apple company It has the perfect features of the Apple product which is brief and convenient
The more important thing is that the iphone continuously enrich their own application system Iphone find new business models which brings a great deal of additional value This is Apple＇s using procedure store A variety of software programs are available for customers to download Among the software some are developed by the Apple company itself but most are developed by thirdparty companies For example the largest mobile game manufacturers firemint is one of them Of course these procedures are not freely available to Apple The provider will certainly be in the interests of Apple＇s slice
In this way providing a platform by the phone company to achieve the interests mode of developers users and its manipulators of the platforms is a kind of innovation
Application procedure in the Apple store is increasing all the time which allows users to constantly find the value of the iphone so as to continuously enhance the value and popularity of the iPhone in the hearts of users Ultimately it will bring rising sales and an expanding market It elongates market mature period of the life cycle of iphone
A small iPhone brings a huge impact to the world Through the iphone itself we see a set of innovative and excellent marketing strategies It makes the iphone to be successful at the same time it brings us a very valuable theoretical and practical reference At present we also have a very good company and marketing teams which have a core strengths and brand heritage (ZTE and millet) I hope that these brands can intake good experience from Apple company and create national brands of smart phones and pc
5 Apple company’s inspire to China in marketing
51 Unique characteristics
There are two points of Apple’s unique characteristics worthy of serious taste the first is the maverick the second is spotted customers These two are interrelated
The maverick is not difficult to understand When Apple design the first Macintosh computer it make art words injected into the computer making it to be the world＇s first computer with beautiful typography and paved the way for a pursuit of the beauty So that each Apple computer have become works of art The Apple products are so different No wonder in the eyes of many professional art staffs there is no computer but to the Apple computer
Apple company can also be certain about the customers They design electronic products which appears to be specialized in supplying to the fashion people with the good quality of life In this way it attracts more who are not such people or who advocate such a life Unique product is only for the unique you One is willing to study and produce with minds One is willing to pay to purchase and enjoy This positive incentive once formed whether to the enterprise or the customer it is income It is no wonder that the Apple company is from one success to another success Therefore the IT enterprises should learn from Apple get rid of the impatience homogeneous lowcost the old way of vicious cycle and competition They should be dependent and be certain of the customers
52 Autocratic characteristic
The leading sheep should be strong not more It is crucial that an IT team has a core leadership with unique vision clear objectives proper and powerful strategy Some of IT companies are lack of a relatively stable core leader from the long run They don’t have a certain target and can’t form a unified willing They not only missed opportunities but also are easily to be in the same line
Therefore the enterprise should have a longterm stable core leader have faith and knowledgeable people form a unified will He should be in the same boat with the employees R & D personnel making the company to become a hard stone
53 Practical characteristic first
Apple company told us that the IT product development and marketing can’t work well only by the theory In this cruel protracted battlefield only the results are the most important thing Other things including the process are not important Pegged to the results of the strategy is pegged to the target strategy Practice has proved that this is also a successful strategy From the practice of them the IT companies should be harvested The goal should be clear They should try their best to develop good products and then bring better users In this way they can seek survival and development
54 Brief but not simple
An Italian student designs a new computer for Apple company It can be bent has the function of notebook computers 13inch screen or desktop computers This new product has six peripheral interface a touch pen with two colors for you to choose from But it missed the market The reason is that although these designs are very beautiful some very practical there is a fatal flaw which is too much functionality This is not Apple＇s design style Apple has always pursuit to be brief
In Apple company one of the main jobs of Steve Jobs is to dismiss all the complex design He is like a filter Every day there are a large number of new products and ideas presented to Steve Jobs His answer is basically no Jobs said no because of his aversion to complex things To say no to new products new features can be maintained with lower production costs Removing certain functions is conducive to create opportunities to the next generation The largest advantage of removing some functions is that the consumers will become more eager to get it When you meet certain requirements in the new version it make them happier
Some people say that the iPhone didn’t have some basic functions until the fourth generation This is the trick of Apple to attract you to buy the next generation of products I do not think so This is Apple’s style to pursue the brief characteristic Similarly this can give us who work in the domestic industry some suggestions which is that rich varied and complex programs and settings are not necessarily a selling point of the product it can also be the shackles of the products
55 The customer concept
In the design of the retail strategy of the Apple company a decade ago one of the most important goal is to provide users with the very different retail outlets compared with the traditional computer industry experience For this purpose Apple hired Ron Johnson and George Blankenship from the Target department store and the US apparel brands GAP After extensive investigation they found that most consumers have a favorable impression of the hotel desk Inspired by this Apple＇s genius came into being
In the Genius Bar no matter where you purchased the Apple products Apple＇s customer service staff will provide free services They will not only fix the software that has nothing to do with Apple will even help users to complete a number of technical support which has nothing to do with the requirements Only when it exceeds the guarantee period the users need to pay and the staff has the right to decide if it can be free Apple is so generous just to attract customers Apple is optimistic that people come in just to ask for help but went out might decide to buy something
We often say that customers first Many friends who work in the IT industry will have the feel However few can truly do it Domestic enterprises should learn a lesson
56 focus on marketing
Wine is also afraid of deep alley What＇s more Apple brewed wine without exception are the spirits that not have the time to cellare In fact Apple＇s products like the sides of a coin there are successful and insufficient aspects Therefore it is always accompanied by controversy
At this time Apple＇s marketing art came in handy Apple will always continue to burst out of the latest hardware changes software updates and all kinds of gossip news Worldwide the vast majority of media are volunteers to help Apple to do marketing including China CCTV＇s News Network Each section of Apple＇s products are able to become the focus of media attention Apple has so many fans Apple＇s influence is so great that if the media doesn’t follow up with the news of the Apple company it will be falling behind
In fact Apple wants to cultivate the religious fervor of its fans (also known as followers) through some clever ways including mystery and implying that the user is selected more importantly may also lies in Apple＇s favorite symbol information Consider the iPod＇s white headphones the Mac’s startup sound and MacBook’s distinctive back cover Apple knows the power of this ongoing perception implied and spared no effort to enhance the users’ memory practices for brand propaganda
57 focus on innovation
On the road of innovation the past may means the burden Viewing the past needs to pay multiple costs In its short history it has been updated several times the operating system and the underlying chip architecture Each upgrade will make the existing product immediately eclipsed Jobs abandoned the floppy disk in iMac The CDROM also withdrew from the stage of history with the introduction of the MacBook Air Now touch screen technology has allowed people to abandon the mouse You know the mouse was able to be popular it is precisely thanks to Apple’s strong promotion in the 1980s
In most cases Apple abandoned the past practice to allow itsself to make better products It also makes Apple easier to move forward and always stands in the forefront of technology If we have to say something bad that is Apple＇s loyal fans had to repeatedly again and again to spend money on the new one and eliminate the old love We do not know have much the early Apple fans complain about but fortunately today＇s Apple fans have been accustomed to Apple＇s style of carrying out new products and cultivate the consume habit of the fans of the Apple products So they will believe that it is the world originally
Therefore domestic enterprises should be aware that consumers’ spending habits can be shaped by the IT companies If you have this sense and courage will be the key
58 Change views to be inspiration
Henry Ford has a famous saying If I have to ask what the customer wants they would tell me a faster horse Jobs often take these words to justify that the Apple refused to listen to users’ suggestions even the most passionate users are no exception Apple＇s entire philosophy is that people do not really understand what they need and they will tell you a bunch of what you want but when you really do you＇ll find that you do wrong
Steve Jobs really do not pay attention to listening to our customers’ complain Not necessarily His ear has not been idle He listened more carefully to take the views of users as an inspiration rather than direction as a means not an end Since the internet rise many people are begging for Apple to launch similar products this compact and portable product is one of the fastest growing field of PC market But Jobs is unusually resolute in talking about netbook prospects he said I do not know how to make 500 and not waste computer
However in January 2010 Steve Jobs brought a price of 500 and not junk computer iPad In essence the iPad is not the internet it lacks of netbook features but also have better features In other words it is not only one horse which runs faster
This reminds IT business in our country of course it is important to listen to others It’s like water without source if not listening It will be difficult to run However we must listen selectively Do not let all the views influent us we need to choose the good one from them
Acknowledgement
From the selection of subjects to be finalized I checked large amounts of information However in the process of writing I still felt a lack of knowledge especially practical knowledge The statements mixed with my own views but clearly not enough to achieve the level of good paper In addition the lack of capacity is mainly reflected in the data collection and processing With this experience I think it will easy for me to write a paper in the future Nevertheless my thesis is completed under the guidance of the teacher Here I want to say thank you to my teacher and students Thank you
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