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品牌的營銷手法

時間:2016-02-25 10:13來源:livesitehelp.com 作者:anne 點擊:
蘋果在產品、價格、促銷和布局上比三星有更好的營銷策略。這是因為他們知道顧客想要什么,他們關心的是質量,而不是所有的東西,從而贏得顧客的忠誠度。
在過去的幾年中,新技術的迅速發展和廣泛的在世界上也提高了對產品如手機,很多電腦、iPod等蘋果公司是世界第二大信息技術公司和世界第三大移動電話制造商。他們設計、開發和銷售消費類電子產品、計算機軟件、在線服務和個人電腦。蘋果擁有72800名全職員工,在十五個國家擁有437家零售店,甚至成為美國第一家市值超過7000億美元的公司。蘋果還享有很高品牌忠誠度和它的全球2014年度收入總額為1820億美元,它說明蘋果非常成功的公司在世界上。然而,蘋果最大的競爭對手三星–。它是世界上最大的信息技術公司,由2012的收入和銷售手機和半導體已經成為其最重要的收入來源。因此,蘋果已經做了大量的營銷工作,以打擊三星。在這篇文章中,我將重點放在對營銷公司的比較,通過4P包括產品、定價、促銷、和位置,然后顯示出來,公司變得更成功。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. (責任編輯:anne)
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