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品牌的营销手法

时间:2016-02-25 10:13来源:www.liuxuelw.com 作者:anne 点击:
苹果在产品、价格、促销和布局上比三星有更好的营销策略。这是因为他们知道顾客想要什么,他们关心的是质量,而不是所有的东西,从而赢得顾客的忠诚度。
在过去的几年中,新技术的迅速发展和广泛的在世界上也提高了对产品如手机,很多电脑、iPod等苹果公司是世界第二大信息技术公司和世界第三大移动电话制造商。他们设计、开发和销售消费类电子产品、计算机软件、在线服务和个人电脑。苹果拥有72800名全职员工,在十五个国家拥有437家零售店,甚至成为美国第一家市值超过7000亿美元的公司。苹果还享有很高品牌忠诚度和它的全球2014年度收入总额为1820亿美元,它说明苹果非常成功的公司在世界上。然而,苹果最大的竞争对手三星–。它是世界上最大的信息技术公司,由2012的收入和销售手机和半导体已经成为其最重要的收入来源。因此,苹果已经做了大量的营销工作,以打击三星。在这篇文章中,我将重点放在对营销公司的比较,通过4P包括产品、定价、促销、和位置,然后显示出来,公司变得更成功。In the past few years, new technology has been developing very rapid and extensive in the world and also improves a lot on products like phone, computer, iPod etc. Apple Inc. is the world’s second largest information technology company and the world’s third largest mobile phone maker. They design, develop and sell consumer electronics, computer software, online services and personal computers. Apple employs 72,800 permanent full time employees, maintains 437 retail stores in fifteen countries and it even became the first U.S. Company to be valued at over $700 billion. Apple also enjoys a very high level of brand loyalty and it’s worldwide annual revenue in 2014 totaled US$182 billion, it evidences Appleis a very successful company in the world. However, Applehas a biggest rival – Samsung. It is the world’s largest information technology company measured by 2012 revenues and selling mobiles phones and semiconductors have become its most important source of income. Therefore, Apple has done much works on marketing in order to fight against Samsung. In this essay, I will focus on both companies’ acting on marketing and compare it through the 4Ps including product, pricing, promotion, and placement and then show up that which company has become more successful.
 
Firstly, we can look at products between Apple and Samsung. According to (VF News, June 2014), it explains that they have a great smartphone war because the Galaxy S from Samsung, Apple thought, was pure piracy. The overall appearance of the phone, the screen, and the icons, even the box looked that same as the iPhone’s. While (Imore News, Sep 26, 2014) also says Samsung is widely regarded as having copied Apple’s iPhone with their original Galaxy S products in order to gain broader, faster entry into the smartphone market. However, many would argue Apple copies as well. As result, their legal war costing more than a billion dollars and spanning four continents. Therefore, it shows their products selling on marketing are similar and can be a very big competition and so unpredicted effect on sales between each other.
 
Secondly, the price levels of Apple’s products are usually expensive than other companies’ but they are always being the most attractive one. According to (huff post, News), Apple CEO Tim Cook explains that Apple does not want to sacrifice quality for price, he believes that good quality of products are worth selling in a higher price level and would attract customers even if they have to spend more money to buy it. While (Maciverse News) has done a questionnaire from customers in order to investigate the reasons about them to buy those expensive products from Apple store. The results show that most customers think, “they are expensive but they are reliable” and so they do not mind spending more money to buy it. Although products from Samsung are cheaper, the qualities of those Samsung products are not good as Apple’s. They are easier broken and have more technology problems. Therefore, it evidences that Apple is selling more expensive products but they have a better quality able to attract customers compared with it rivals.
 
Moreover, Apple has also done very well in promotion. According to (Quora, Business), it explains that Apple has made the greatest effort of beauty in their products. The built, design and form factor of their products along with the choice of material used is usually spot on. Therefore, the configuration of their products is away that they are focusing on promoting products. While (Tech land, Time News) says Apple has also promoted that they offer great customer service and in-store experiences. For examples, the sales people inside the stores know the products really well. When you go into an Apple store and are greeted by one of the sales staff and once you explain your needs and they will try to take care of you in a best way in most cases.If we look at Samsung, (Google News, Sep 2014) explains Samsung promotes that offering $200 for people old smartphone trade in when they purchase a new product from Samsung. However, it is not useful because many customers become very loyal to Apple, they buy any new products from Apple. Therefore, the promotion strategy in Samsung might not always attract people, while Apple is focusing on the good configuration of their products and great customer services in promotion could be more successful. (责任编辑:anne)
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