Abstract:Since the foundation of Apple Inc., it has been stepping forward with great strides. Whether it's the company's own business value and the material wealth creation, or the promotion to the changes on people's lifestyle and values, Apple's success is huge and should be payed more attention to. Careful analyses and discussions on its success of being such a world-class electronic technology product company will will help to provide constructive advice and guidance for the development of some Chinese small and medium-sized enterprises. This paper mainly analyzes three aspects from product characteristics, operation model and enterprise culture and the main factors of its success are mainly the advantages of high-end and practical products, diverse marketing strategies, optimized resource management model, and various enterprise culture, such as spirit of innovation and teamwork, insightful perspectiveness, and minimalism.

Key words: Apple Inc.; operation model; marketing strategy; innovative spirit

Contents

Abstract

中文摘要

Introduction-1

I. High-end and Practical Products-5

A. Product Design-5

B. Product Design Concept-6

Ⅱ. Operation Model-8

A. Marketing Strategies-8

B. Customer Services-10

Ⅲ. Enterprise Culture-12

A. Spirit of Innovation-12

B. Perspectiveness-14

Conclusion-16

Bibliography-17

Acknowledgements-19