目录一、苹果浪潮席卷全球...................................................................................................................41.1苹果市值第一.....................................................................................................................41.2苹果手机销量第一.............................................................................................................5二、苹果手机成功的原因分析.......................................................................................................72.1手机行业的宏观环境之“PEST法”分析.......................................................................72.2手机行业之波特“五力”模型分析...............................................................................152.3iPhone自身分析...............................................................................................................222.3.12.3.22.3.3三、苹果手机的现状.....................................................................................................................343.1乔布斯离世.......................................................................................................................343.2陷入纠纷...........................................................................................................................34四、苹果手机的持续发展.............................................................................................................364.1理念永存...........................................................................................................................364.1.1保持创新理念........................................................................................................364.1.2继续推崇精英人才文化........................................................................................374.1.3继续拥有另类的思考............................................................................................374.1.4顾客至上理念........................................................................................................374.1.5保持苹果的“海盗”精神....................................................................................384.2技术领先...........................................................................................................................384.2.1保持零部件技术的领先........................................................................................384.2.2开发通讯设备技术和专利....................................................................................384.2.3不断完善操作系统技术........................................................................................394.3营销独特...........................................................................................................................394.3.1产品........................................................................................................................404.3.2价格........................................................................................................................424.3.3渠道........................................................................................................................434.3.4促销........................................................................................................................43五、总结...................