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市场营销留学论文:消费电子产业与苹果公司

时间:2016-07-16 10:47来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
消费电子产业与苹果公司
The Consumer Electronics Industry And Apple Company
 
随着全球经济的快速发展和高新技术的不断发展,消费电子行业的竞争也越来越激烈。依靠高科技,消费电子制造商能够推动生产力,不断发展消费电子产品品种,提高产品和服务质量,以满足消费者不断变化的需求,创造一个更好的满意的生活和深刻的社会变革。
在过去,消费者只有一点选择在消费者电子产品由于没有在这个行业有很多厂商,消费者很容易选择购买决策过程,但消费者却被太多的选择了。
随着消费电子市场的营销人员已经意识到面对残酷的现实,它比以往任何时候都更困难和复杂击败竞争对手,所以伟大的是被排除在这个不断增长的市场对消费电子产品的全球市场的担心。
 
With the global economy boosting rapidly and continuous development of high and new technology, the competition of consumer electronic industry is becoming more intense. Depend on the hi-tech, consumer electronics manufacturers are able to push forward the productivity (Robert G., 2009), constant develop the varieties of consumer electronics, improve quality of product and service to meet consumer changing needs (Jeffrey, 2006), create a better satisfied life and change the society deeply.
 
In the past, consumers have only a little choice in the consumers electronics due to there were not have many manufacturers in this industry, consumers feel easily to select in purchasing decision process (Ralph, 2011), but consumers are overwhelmed by too many choices now.
 
As the consumer electronics marketers have realized in coming face to face with the brutal reality that it's more difficult and complexity than ever to beat the competitors, so great is the worry of being shut out of this growing market for global marketers of consumer electronics.
 
Under this market background, the growing role of marketing is to be seen. Marketing is about business creates consumers interest in products and services to the right price and place at the right time (Philip Kotler, 2009). Marketing is relating to understanding the needs & wants of consumers and finding ways to offer products & services which consumer satisfaction (Adcok, 2001). Marketing as a process for manufacturing, communicating, delivering and exchanging that provide value for consumers (Hochbaum, 2011). The marketing aims at meeting the needs of consumers and consumer satisfaction in return for business profit (Mohan, 2005).
 
The theory of marketing is enriched day by day, the successful marketing is essential to any marketers to succeed (Schultz, 2006). Thus, for being success of marketing as a practice, it can be composed of a coordination of four or seven roles called marketing mix and also is called 4P's or 7P's (Chekitan, 2005). Marketing mix as a useful framework is that describes and decides how marketers driven consumer behavior to gain competitive advantages (Dennis, 2001). Marketers use this practice to try to create the optimal responses in the target market by compounding variables in an optimal method (Keller, 2012).(责任编辑:BUG)


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