苹果电脑 macbook广告策划书（中英）

　　一、市场调研

　　1、市场营销环境

　　据中投顾问产业研究中心最新数据显示，笔记本电脑市场经过08年灾难性的第四季度后，09年2月份中国大陆的需求意外复苏。全球第二大笔记本电脑代工厂商——台湾的仁宝(Compal)上周预测，在中国大陆市场复苏的带领下，今年全球笔记本电脑市场将增长至多18%，此番预测令市场感到意外。

　　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.

　　中投顾问数据分析显示，2011年上半年中国PC市场出货量与去年同期相比增长19%，预计2011年PC销售收入将上升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、企业：苹果电脑国际有限公司，或苹果电脑股份有限公司，简称苹果电脑，英文名Apple Computer, Inc.，总部位于美国加利福尼亚州的库比提诺，核心业务是电脑科技产品，目前全球电脑市场占有率为3.8%。苹果电脑的Apple II于1970年代助长了个人电脑革命，其后的Macintosh接力于1980年代持续发展。最知名的产品是其出品的Apple II、Macintosh电脑、iPod数码音乐播放器和iTunes音乐商店，它在高科技企业中以创新而闻名。

　　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、产品：MAC(Macintosh,苹果电脑)区别于装配有微软Windows系统的电脑（PC）,需要说明的是这里的PC 并非是Personal Computer（个人计算机）的简称，而是来源于最初由IBM销售的PC-DOS系统（Windows的前身），后来所有装配Ｗindows系统的电脑被称为PC，而苹果电脑因装配自家的Mac OS系统，而称为MAC。Mac系统是苹果机专用系统，正常情况下在普通pc上无法安装的操作系统。

　　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、消费者：无论是市场的认可度，还是苹果公司的宣传，都把苹果电脑定位与影视和摄影、设计和出版、音乐和视频、互联网出版等专业的应用上。所以它的目标消费群体是这些领域的专业人才。目前，全球时尚消费者都一人看苹果在时尚和创新领域内不可动摇的地位。因为它是品牌形象的巨大吸引力，所以它的定位应该是具有较高知识水平、追求时尚，有一定经济基础的中青年人群。苹果电脑一直坚持走高价位的“上层”路线，虽然价格很高，但由于当时此类市场中超薄产品空缺，苹果很好的找到了其他厂商的空白点，另辟蹊径，通过产品独特的卖点去吸引消费群体。

　　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、竞争对手：很少有品牌能像苹果与微软这样，每一次新产品上市，都是世界瞩目。苹果令人期待在于人们始终保持着对它创造不可思议的酷充满好奇；而微软，人们也许并不是十分寄望它能够带来像苹果那样的酷玩意，但对于全世界PC企业和大多数消费者而言，微软不可或缺。

　　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业很奇怪。在市场上HP、联想、戴尔等品牌会互为竞争对手，但却似乎都不把苹果列为竞争对手，仿若身处两个毫不相关的行业。原来，站在HP、戴尔、联想等前面的是微软，微软负责“攘外”。至于windows里面的争斗与热闹，对微软而言都不是坏事。

　　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.

　　事实上，我一直不觉得苹果与微软之间会存在你死我亡的残酷竞争，尽管两者甚至一度利用广告互相攻击。但它们之间的争斗，或许比不上HP与联想这样的传统PC品牌。因为苹果的酷与windows的实用并不冲突，雅俗共赏各有千秋。苹果与微软的竞争其实只是消费者态度与习惯的之争。拥有鲜明个性的苹果与拥有广泛群众基础的微软，应该是两条平行线，偶尔的交集，并不会改变全局的趋势。如果从这个层面来看，它们之间的竞争许是维持和谐的一种方式，太安逸，容易腐败。

　　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，苹果也有自己的死穴——兼容性。电脑的作用无非学习、工作、娱乐。显然无论哪一种功能都对资源有着巨大的需求。而当因为系统不能兼容，使得用户无法分享那些想要的资源时，是不是很残忍。一大堆的炮弹，可炮不适合。

　　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

　　所以有人说，苹果是独乐乐，而windows是众乐乐。你想独自快乐，那么必然少了一些体验分享的乐趣，你要众乐乐，被传染感冒病毒的风险几率也就增大了。

　　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.

　　产品上的差异化，使得苹果看起来更像抓住了windows操作系统之外的利益市场。之所以说微软与苹果之间没有那么强烈的竞争，正是因为两者不对称的'市场地位与产品策略。微软的大众化之路走得很成功，对于大多数人而言，电脑教育与普及，更像是windows的普及。也许人们并没有所谓品牌忠诚度，但根深蒂固的使用习惯，会让它们更愿意选择windows。事实上，我认为苹果最好维持它的“少数派”地位并适当保持对windows市场份额的扩张，一旦苹果与微软在市场份额上平等，我想离整个PC业的灾难爆发也就不远了。兼容问题不会得到轻而易举的解决，尽管苹果电脑已经可以装上windows，但对那些苹果的粉丝而言，简直是暴殄天物，而在其它电脑上，苹果始终不能兼容。苹果在很长的时间内都不会允许雪豹系统可以装在windowsPC上，一旦如此，苹果与微软真的会陷入残酷的竞争，而对于微软而言，长期市场教globrand.com育与积累的群众基础，将拥有绝对的优势直接打压苹果，这显然不是苹果愿意看到的。只有当下这种少数派与大多数的不对称竞争，才能够和谐共赢。而这种和谐竞争，对整个产业的技术发展，有着积极的推进作用。

　　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.

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