Abstract：Apple Inc., formerly Apple Computer Inc., is the first largest worldwide handset manufacturer, the global largest personal computer manufacturer, the largest IT technology enterprise on earth and also owns the largest market value which is beyond 500 billion dollars in the world. Its core business is electronic technology products. Why is everyone crazy about Apple products? Its brand mark symbolizes Apple’s special corporation culture and design idea: stubborn, creative, intelligent, and lively. This fantastic company pays much attention to innovation continually and applies it to its creative management strategy. Apple, successfully, produces the products which consumers are eager to buy no matter whether they really need. This dissertation, based on Marketing Mix (4P), analyzes the unique marketing strategies and managerial modes of the world’s top company. Apple Inc. applies the strategies of product, price, place, and promotion, respectively. The objective of this dissertation is to draw on lessons for current and future leaders from the analysis of Steve Job’s leadership approach. Apple’s success owes to its innovation concept to a large extent. Apple aims to be a creator, not a copier. 

Key Words: Apple Inc.; Marketing Mix; Brand; Innovation

摘要:苹果公司，原称苹果电脑公司，是全球第一大手机生产商，是全球最大的PC(个人计算机)厂商，是世界上最大的IT科技企业，也是世界上市值最大（其市值已超过五千亿美元）的上市公司，其核心业务是电子科技产品。苹果公司成功做到了：我们生产什么，消费者就购买什么。该公司反复强调创新观念，并一直沿用富有创新性以及细致化的管理。本文主要以营销组合（4P）为基础，重点分析苹果公司在产品、价格、地点、促销战略方面采用的独特的营销策略及管理方式，旨在从中发现总结并学习这些最具创新性、最具价值性的市场运作方法。根据本文的研究，我们发现苹果公司的成功很大一部分是可以归功于它独特的创新理念。苹果公司给我们灌输的一个思想：我要做的不是复制者，而是一个创造者。

关键词：苹果公司； 营销组合； 品牌； 创新