蘋果電腦 macbook廣告策劃書 （中英）
一、市場調(diào)研
1、市場營銷環(huán)境
據(jù)中投顧問產(chǎn)業(yè)研究中心最新數(shù)據(jù)顯示，筆記本電腦市場經(jīng)過08年災(zāi)難性的第四季度后，09年2月份中國大陸的需求意外復(fù)蘇。全球第二大筆記本電腦代工廠商——臺灣的仁寶(Compal)上周預(yù)測，在中國大陸市場復(fù)蘇的帶領(lǐng)下，今年全球筆記本電腦市場將增長至多18%，此番預(yù)測令市場感到意外。
一、The market research
1、Marketing environment
According to the Investment Advisory Industry Research Center of the latest
data show that the notebook market in 2008 after a disastrous fourth quarter, the February 2009 accident recovery in demand in China. The world's second-largest notebook PC OEM manufacturers - Taiwan's Compal Electronics (Compal) predicted last week, the market recovery in China under the leadership of the global notebook PC market this year will grow by up to 18% forecast surprised the market overwhelmed.
中投顧問數(shù)據(jù)分析顯示，2011年上半年中國PC市場出貨量與去年同期相比增長19%，預(yù)計2011年P(guān)C銷售收入將上升25.3%。
Investment Advisor in the data analysis shows that the first half of 2011,
China's PC market, with shipments up 19% compared to last year, PC sales in 2011 will rise by 25.3%.
2、企業(yè)：蘋果電腦國際有限公司，或蘋果電腦股份有限公司，簡稱蘋果電腦，英文名Apple Computer, Inc.，總部位于美國加利福尼亞州的庫比提諾，核心業(yè)務(wù)是電腦科技產(chǎn)品，目前全球電腦市場占有率為3.8%。蘋果電腦的Apple II于1970年代助長了個人電腦革命，其后的Macintosh接力于1980年代持續(xù)發(fā)展。最知名的產(chǎn)品是其出品的Apple II、Macintosh電腦、iPod數(shù)碼音樂播放器和iTunes音樂商店，它在高科技企業(yè)中以創(chuàng)新而聞名。
2、The enterprise：Apple Computer International Limited, or Apple Computer,
Inc., referred to as Apple Computer, the English name of Apple Computer, Inc., Headquartered in Cupertino, California, USA, the core business is computer technology products, the global PC market share 3.8 percent. Apple Computer's Apple II in the 1970s contributed to the personal computer revolution, then the Macintosh Relay sustainable development in the 1980s. Its most famous product is produced Apple II, Macintosh computers, iPod digital music player and iTunes music store, it is innovation in high-tech enterprise known.
3、產(chǎn)品：MAC(Macintosh,蘋果電腦)區(qū)別于裝配有微軟Windows系統(tǒng)的電腦（PC）,需要說明的是這里的PC 并非是Personal Computer（個人計算機）的簡稱，而是來源于最初由IBM銷售的PC-DOS系統(tǒng)（Windows的前身），后來所有裝配Ｗindows系統(tǒng)的電腦被稱為PC，而蘋果電腦因裝配自家的Mac OS系統(tǒng)，而稱為MAC。Mac系統(tǒng)是蘋果機專用系統(tǒng)，正常情況下在普通pc上無法安裝的操作系統(tǒng)。
3、Consumer analysis：MAC (Macintosh, Apple Computer) equipped with Microsoft Windows systems is different from a computer (PC), need explanation is the PC is not here is Personal Computer (PC) abbreviation, derived from the original but by IBM sales PC-DOS system (Windows predecessor), then all Windows system Computer assembly called PC, and apple Computer because his MAC OS system assembly, and called MAC. Mac system is apple dedicated system, normally in ordinary PC can't install of the operating system.
4、消費者：無論是市場的認可度，還是蘋果公司的宣傳，都把蘋果電腦定位與影視和攝影、設(shè)計和出版、音樂和視頻、互聯(lián)網(wǎng)出版等專業(yè)的應(yīng)用上。所以它的目標(biāo)消費群體是這些領(lǐng)域的專業(yè)人才。目前，全球時尚消費者都一人看蘋果在時尚和創(chuàng)新領(lǐng)域內(nèi)不可動搖的地位。因為它是品牌形象的巨大吸引力，所以它的定位應(yīng)該是具有較高知識水平、追求時尚，有一定經(jīng)濟基礎(chǔ)的中青年人群。蘋果電腦一直堅持走高價位的“上層”路線，雖然價格很高，但由于當(dāng)時此類市場中超薄產(chǎn)品空缺，蘋果很好的找到了其他廠商的空白點，另辟蹊徑，通過產(chǎn)品獨特的賣點去吸引消費群體。
4、The consumer: whether it is market acceptance, or Apple's propaganda, regard the Apple positioning and video and photography, design and publishing, music andvideo, Internet publishing and other professional applications. So it's target consumer group is professionals in these areas. Currently, the global fashion consumers look at Apple in one area of fashion and innovation unshakable position. Because it is the great attraction of the brand image, so it should be positioned with high level of knowledge, the pursuit of fashion, there is a certain economic base of the middle-aged crowd. Apple has always insisted on higher-priced "top" line, although the price is high, but because of the ultra-thin products such vacancies in the market, Apple found a good gap from other vendors, another way, the product's unique selling point to attract consumers groups.
5、競爭對手：很少有品牌能像蘋果與微軟這樣，每一次新產(chǎn)品上市，都是世界矚目。蘋果令人期待在于人們始終保持著對它創(chuàng)造不可思議的酷充滿好奇；而微軟，人們也許并不是十分寄望它能夠帶來像蘋果那樣的酷玩意，但對于全世界PC企業(yè)和大多數(shù)消費者而言，微軟不可或缺。
5、Competitors: Few brands can be like Apple and Microsoft that, every time new products are the world's attention. Apple is looking forward to is that people have always maintained it's cool to create incredible curious; and Microsoft, it may not be very much hope it can bring cool like Apple stuff, but for most businesses and consumers worldwide PC , Microsoft indispensable
PC業(yè)很奇怪。在市場上HP、聯(lián)想、戴爾等品牌會互為競爭對手，但卻似乎都不把蘋果列為競爭對手，仿若身處兩個毫不相關(guān)的行業(yè)。原來，站在HP、戴爾、聯(lián)想等前面的是微軟，微軟負責(zé)“攘外”。至于windows里面的爭斗與熱鬧，對微軟而言都不是壞事。
PC industry is very strange. In the market, HP, Lenovo, Dell and other brands will rival each other, but they do not seem to Apple as a competitor, are like living in two uelated industries. The original, standing HP, Dell, Lenovo and other previous Microsoft, Microsoft is responsible for "resisting foreign aggression." As for the windows inside the battle and excitement, not a bad thing for Microsoft.
事實上，我一直不覺得蘋果與微軟之間會存在你死我亡的殘酷競爭，盡管兩者甚至一度利用廣告互相攻擊。但它們之間的爭斗，或許比不上HP與聯(lián)想這樣的傳統(tǒng)PC品牌。因為蘋果的酷與windows的實用并不沖突，雅俗共賞各有千秋。蘋果與微軟的競爭其實只是消費者態(tài)度與習(xí)慣的之爭。擁有鮮明個性的蘋果與擁有廣泛群眾基礎(chǔ)的微軟，應(yīng)該是兩條平行線，偶爾的交集，并不會改變?nèi)值内厔�。如果從這個層面來看，它們之間的競爭許是維持和諧的一種方式，太安逸，容易腐敗。
In fact, I did not think there will be between Apple and Microsoft I die you die the brutal competition, although the two attack each other even once use of advertising. But the struggle between them, perhaps not as traditional HP and Lenovo PC brand. Because Apple's cool does not conflict with the windows utility, tastes different. Competition from Apple and Microsoft is just consumer attitudes and habits of the dispute. Apple has a distinct personality and has a broad mass base of Microsoft, should be two parallel lines, the occasional intersection, and will not change the overall trend. If from this perspective, the competition between them is the promise to maintain a harmonious way, too comfortable, easy to corrupt
然而，蘋果也有自己的死穴——兼容性。電腦的作用無非學(xué)習(xí)、工作、娛樂。顯然無論哪一種功能都對資源有著巨大的需求。而當(dāng)因為系統(tǒng)不能兼容，使得用戶無法分享那些想要的資源時，是不是很殘忍。一大堆的炮彈，可炮不適合。
However, Apple also has its own Achilles heel - compatibility. The role of the computer is nothing more than to learn, work and entertainment. There is clearly a function of all of the resources which have a huge demand. And when because the system can not be compatible, so users can not share the resources that you want, is not very cruel. A lot of shells, guns can not fit
所以有人說，蘋果是獨樂樂，而windows是眾樂樂。你想獨自快樂，那么必然少了一些體驗分享的樂趣，你要眾樂樂，被傳染感冒病毒的風(fēng)險幾率也就增大了。
Therefore, saying that Apple is alone Lele, and the windows are Together. You want to own happiness, then there must be a little something to experience the fun of sharing, you have to the public Lele, the risk of influenza virus infection also increases the risk.
產(chǎn)品上的差異化，使得蘋果看起來更像抓住了windows操作系統(tǒng)之外的利益市場。之所以說微軟與蘋果之間沒有那么強烈的競爭，正是因為兩者不對稱的'市場地位與產(chǎn)品策略。微軟的大眾化之路走得很成功，對于大多數(shù)人而言，電腦教育與普及，更像是windows的普及。也許人們并沒有所謂品牌忠誠度，但根深蒂固的使用習(xí)慣，會讓它們更愿意選擇windows。事實上，我認為蘋果最好維持它的“少數(shù)派”地位并適當(dāng)保持對windows市場份額的擴張，一旦蘋果與微軟在市場份額上平等，我想離整個PC業(yè)的災(zāi)難爆發(fā)也就不遠了。兼容問題不會得到輕而易舉的解決，盡管蘋果電腦已經(jīng)可以裝上windows，但對那些蘋果的粉絲而言，簡直是暴殄天物，而在其它電腦上，蘋果始終不能兼容。蘋果在很長的時間內(nèi)都不會允許雪豹系統(tǒng)可以裝在windowsPC上，一旦如此，蘋果與微軟真的會陷入殘酷的競爭，而對于微軟而言，長期市場教globrand.com育與積累的群眾基礎(chǔ)，將擁有絕對的優(yōu)勢直接打壓蘋果，這顯然不是蘋果愿意看到的。只有當(dāng)下這種少數(shù)派與大多數(shù)的不對稱競爭，才能夠和諧共贏。而這種和諧競爭，對整個產(chǎn)業(yè)的技術(shù)發(fā)展，有著積極的推進作用。
Product differentiation, making Apple look more like seize the windows operating system other than the interests of the market. The reason why Microsoft and Apple is not so strong competition, it is asymmetric because the two market position and product strategy. Microsoft's popular way to go so well, for most people, computer education and outreach, more like the popularity of windows. Maybe people are not so-called brand loyalty, but deep-rooted habits, makes them more willing to choose windows. In fact, I think Apple is best to maintain its "minority" status and appropriate to maintain the expansion of market share on the windows, if Apple and Microsoft in market share, equal, I would like a disaster from the outbreak of the PC industry can not be far . Compatibility issues will not be easy to solve, even though Apple already installed windows, but for those Apple fans, is simply a throwaway, and in other computers, Apple is not always compatible. Apple in a very long period of time will not allow the Snow Leopard can be installed in windowsPC, once the case, Apple and Microsoft really into brutal competition, and for Microsoft, long-term market and the accumulation of education to teach the masses globrand.com basis, will have the advantage of direct absolute pressure Apple, Apple is clearly not willing.
【蘋果電腦 macbook廣告策劃書 中英】相關(guān)文章：
廣告策劃書08-04
經(jīng)典廣告策劃書08-05
MacBook筆記本拆機圖解06-21
廣告詞與廣告策劃書06-26
怎么使用蘋果電腦06-20
形象廣告策劃書08-05
雜志廣告策劃書08-03
汽車廣告策劃書08-04