市营论文

市场营销英文课程论文

1：Executive summary

At present, ipad appears on the market as stable PC, it has a huge impact on the global computer market.Someone said that ipad is the most innovative inventions in 21st century , but ipad is neither listed as a kind of ULPC, nor listed as laptop. It’s appearing overturned people’s recognizitions about the traditional netbook.ipad is a stable PC which has a strong function of surfing the internet.After appearing on the market, some of the people evaluated it in good ones, but some in bad ones.Some people thought that ipad does not have mouse ,keyboard and cameras, even has no USB interface. It is really not perfect. But the positioning of ipad is not ULPC, but a PC between SV6 phones and laptops. It is an electronic reader, an ipod player, even a living assistant. Its innovation function helps ipad won a very broad consumer groups. Because people in developing countries are not extensive in using this kind of high-tech product, and ipad is not popular in developing countries. Therefore Apple Company has made the strategy aimed at developing countries marketing. ipad earned good sales by entering into developing countries markets with it’s reasonable price and innovative design. And developing countries received a big impact because of its computer industry has no relevant technical innovation. In fact, this kind of impact exists on not only in developing countries in the world, but also the global computer markets. Many of computer companies have to adjust their production structures. For example, Toshiba company start develop the products witch can be rival with ipad to stop Apple Company conquers more markets. However, ipad has rivaled lots of markets with its brand advantages, innovative design and plenty of spare parts supply. In addition, ipad has a large consumption group mainly focused on young people. They have strong curiosity about the emerging products, and were the biggest apple products advocate. There are some enterprises and brands buying ipad to their employees or promoting their products.

2. Situational analysis

2.1 The analysis of SWOT

advantages：as we know，ipad is the hottest vocabulary these years. The data shows that the sales volume reach 100 millions in the first month when it appears on the market. But at the early days, the sales volume of ipad has reached 200 thousand within one week in USA. The most important reasons why ipad is so popular is its advantages of technology which other notebook computers can not overstep. Not only can it satisfy consumers' requirement of surfing, but also entertainment. Ipad carries safari explorer, and it is convenient to surf the internet on the big touched-screen, all interface can appear at the same time, we can use our fingers to move on the screen, and enlarge or reduce photos through the ipad. The web pages are clearer on ipad. At the filed of sending emails, we can touch the ipad to finish it, which pattern is unprecedented, and ipad also supports email enclosure pattern, and the main service companies, such as Yahoo ,Mail ,Hotmail. These functions make ipad possesses better capacity of competition than other products of the same kind. Sending or receiving emails through the ipad is convenient and interesting ,because no matter the screen is perpendicular or level, the emails can voluntarily turn around and fill the whole screen; through the virtual keyboard on the screen, you can look over the emails, if someone send pictures to you ,you can preserve them to the Photo program directly. The series of functions not only add

第1页下一页