苹果公司的营销、管理成本占净销售额之比较小,创造了成本领先优势,增加了竞争对手的模仿难度。苹果公司独特的品牌个性和产品形象吸引了一批具有高忠诚度的消费者。苹果公司为了巩固中国市场份额,紧密联系中国消费者,做出了许多针对地域消费者偏好的精细化工作。 Apple’s marketing, management costs accounted for a relatively small net sales, creating a cost advantage, increasing the difficulty of imitation of competitors. Apple’s unique brand personality and product image attracted a group of consumers with high loyalty. In order to consolidate its market share in China, Apple has been closely involved with Chinese consumers and has made many elaborate work on regional consumer preferences.