资源描述：
《苹果公司市场战略 an analysis of apple’s marketing strategy大学论文.doc》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、AnAnalysisofApple'sMarketingStrategy1.Introduction1.1TheintroductionofAppleAppleisapersonalcomputercompanyfoundedin1976byStevenJobsandSteveWozniak.Throughoutthehistoryofpersonalcomputing,Applehasbeenoneofthemostinnovativeinfluences.Infact,someanalystssaythattheentireevolu
2、tionofthePCcanbeviewedasanefforttocatchupwiththeAppleMacintosh.Inadditiontoinventingnewtechnologies,Applealsohasoftenbeenthefirsttobringsophisticatedtechnologiestothepersonalcomputer.Apple'sinnovationsinclude:Graphicaluserinterface(GUI).Firstintroducedin1983onitsLisacompu
3、ter.ManycomponentsoftheMacintoshGUIhavebecomedefactostandardsandcanbefoundinotheroperatingsystems,suchasMicrosoftWindows.Color.TheAppleII,introducedin1977,wasthefirstpersonalcomputertooffercolormonitors.Built-innetworking.In1985,ApplereleasedanewversionoftheMacintoshwithb
4、uilt-insupportfornetworking(LocalTalk).Plug&playexpansion.In1987,theMacIIintroducedanewexpansionbuscalledNuBusthatmadeitpossibletoadddevicesandconfigurethementirelywithsoftware.QuickTime.In1991,AppleintroducedQuickTime,amulti-platformstandardforvideo,sound,andothermultime
5、diaapplications.Integratedtelevision.In1993,ApplereleasedtheMacintoshTV,thefirstpersonalcomputerwithbuilt-intelevisionandstereoCD.RISC.In1994,AppleintroducedthePowerMac,basedonthePowerPCRISCmicroprocessor.1.2TheintroductionofApple’sproductTheAppleiPhoneprovidesitsuserwith
6、theultimatemobiledevicewhichincludehighqualityfeaturesandstunningdesignconcept.TheiPhoneisamobilephone,ahighlyuseablewidescreeniPodwithtouchscreencontrolsandaInternetcommunicationsdevice,allrolledintooneportabledevicemakingitanoutstandingsmartphone.Thecasingissmallandligh
7、tweightwhichmeasures115mmx61mmx11.6mmandweighs135grams.Thecasingcomesisaselectionofpopularcolorswhichincludeasleekblackglosslookfinishandasophisticatedglossywhitecolor.Thephonecomeswithahugemultitouchcolorscreenwhichactsasabrilliantdisplayas11wellastheusersinputmethodwhic
8、hallowstheusertocontrolallthephonesfunctionsusingthemultitouchscreen.Thescreenmeasures3.5Inchesa
