2024年4月2日发(作者：)

苹果公司的分销渠道研究

中文摘要

在当今市场环境下，分销渠道的设计、管理以及分销渠道模式的选择，成为了现代企

业构建核心竞争力的决定因素。从1976年成立至今，苹果公司的起步，发展，高潮，低

谷以及再起都是整个世界企业运营的模板，而作为其核心的分销战略，在其整个至今的运

营过程中扮演着重要的角色。在产品、价格甚至促销同质化趋势加剧的今天，越来越多的

企业发现，单凭产品的独特优势赢得竞争已非常困难。那么，苹果又是怎么通过设立和管

理它的分销渠道，来提高企业的竞争力，是本文的研究重点。

Under the current market environment, the design and management of

distribution channels serve as determinants in constructing modern enterprises’

core competitiveness. And the same is the case with the choice of distribution

channel model. From its establishment in 1976 to now, Apple’s start,

development, prosperity, nadir and renewal can be a guide to the operation of

worldwide enterprises. Distribution strategy, as its core, has played an important

role in the whole process of Apple’s operation till now. Nowadays, when there

has been an increasingly fierce competition among homogeneous products, prices

and even promotions, more and more enterprises come to realize that it is very

difficult to win the competition only by the unique advantages of products.

Therefore, the focus of this thesis is on how Apple established and managed the

distribution channels in order to improve its competitiveness.

从另外一方面说，其他IT类企业是如何制定和管理他们的分销渠道，他们与苹果公司

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的共同点与不同点，以及同类型企业分销渠道对苹果公司的影响。这些比较，既是对IT行

业分销渠道的研究，又是对苹果公司能够脱颖而出，独领风骚的原因的分析。

From another perspective, this thesis also puts emphasis on how other IT

enterprises establish and manage their distribution channels, the similarity and

differences between these enterprises and Apple, as well as the impact that similar

enterprises’ distribution channels bring to Apple. These comparisons are not only

the studies of distribution channels in IT industries, but also the analysis of the

reason why Apple can stand out and become unmatched in severe market

competition.

另外，本文从苹果公司产品为入手点，分销商为核心，对其公司的分销渠道进行研究。

分析将着眼于苹果公司产品，环境以及未来可能出现的变化。最后根据资料总结苹果公司

的成功原因和面临的问题，并提出可能的解决方案。

In addition, this thesis, with Apple’s products as its starting point and

distributors as its core, researches on Apple’s distribution channels with an eye to

its products, environment and possible changes in the future. In the end, the thesis

will draw a conclusion of the causes of Apple’s success and the problems it is

confronted with, as well as proposing possible solutions.

关键词：分销渠道，渠道选择，渠道管理

Key Words: Distribution Channel, the choice of channels, the management of

channels

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