| ABSTRACT | 第1-9页 |
| 摘要 | 第9-16页 |
| Chapter Ⅰ Introduction | 第16-21页 |
| ·Research Background | 第16-18页 |
| ·Research Significance | 第18-20页 |
| ·The Contributions of this paper | 第20-21页 |
| Chapter Ⅱ The Theoretical Reviews on Marketing and ConsumerBehavior | 第21-38页 |
| ·Theories of Consumer Behavior | 第21-27页 |
| ·Definition of Consumer Behavior | 第21-25页 |
| ·Theories of consumer behavior | 第25-27页 |
| ·Relationship between Consumer behavior and Marketing | 第27-35页 |
| ·Consumer Decision-making | 第27-32页 |
| ·Marketing Theories on Consumer Behavior | 第32-35页 |
| ·Symbolic Consumption Theory | 第35-38页 |
| Chapter Ⅲ The Theoretical Analysis on Apple's Success | 第38-53页 |
| ·The history of Apple Company | 第38-41页 |
| ·The beginning of Apple | 第38-39页 |
| ·Developing Crisis | 第39页 |
| ·Post-Jobs Era | 第39-40页 |
| ·The Cook era | 第40-41页 |
| ·SWOT Analysis of Apple | 第41-47页 |
| ·Strength | 第41-42页 |
| ·Weakness | 第42-44页 |
| ·Opportunity | 第44-46页 |
| ·Threat | 第46-47页 |
| ·The successful applications of marketing theories by Apple | 第47-53页 |
| ·Hunger Marketing | 第47-48页 |
| ·Word-of- mouth Marketing | 第48-51页 |
| ·Experience marketing | 第51-53页 |
| Chapter Ⅳ The analysis on Apple marketing strategy from perspectiveof consumer psychology | 第53-77页 |
| ·The consumer psychological phenomenon | 第53-60页 |
| ·Psychology activity process of consumer | 第53-56页 |
| ·Consumer attitude | 第56-60页 |
| ·Apple marketing strategy's impact on consumers' cognitive process | 第60-70页 |
| ·The Impact on Consumers' Perception | 第60-63页 |
| ·The Improvement of the Brand Loyalty | 第63-70页 |
| ·The Influence of Apple Strategy on Consumer's Attitude | 第70-77页 |
| ·Positive Influence on Consumer's Attitude | 第70-74页 |
| ·Negative Influence on Consumer's Attitude | 第74-77页 |
| Chapter Ⅴ Analysis on Apple's Marketing Strategy from SociologicalPerspectives | 第77-85页 |
| ·The Influence of iPhone on Customer Groups | 第77-81页 |
| ·Society's and Community's Impact on Purchasing Behavior | 第77-78页 |
| ·Psychological Characteristic of iPhone User Groups——the Youngsters | 第78-79页 |
| ·Approach of Reference Group | 第79-81页 |
| ·Analysis on Physical Environment of iPhone Retail Store | 第81-85页 |
| Chapter Ⅵ Implications to Chinese Electronics Industr | 第85-93页 |
| ·Suggestions for Large and Medium-sized Electronics Firms | 第85-87页 |
| ·Customer Focus | 第85-86页 |
| ·The Enhancement of Innovation Ability | 第86页 |
| ·Strengthening the Brand Influence | 第86-87页 |
| ·Improving Customers' Loyalty | 第87页 |
| ·Suggestions for Small-sized Electronics Firms | 第87-89页 |
| ·Improving the Innovation Ability for Market Segments | 第88页 |
| ·Attaching Great Importance to Product Quality | 第88-89页 |
| ·Improving the Service Level | 第89页 |
| ·Policy Suggestions for Electronic Industry and Government | 第89-93页 |
| ·Encourage the Establishment of Innovation Association | 第89-90页 |
| ·Encourage Entrepreneurship in Management | 第90-91页 |
| ·Quicken the Steps to Adjust Development Mode | 第91-93页 |
| Conclusion | 第93-95页 |
| REFERENCES | 第95-98页 |
| ACKNOWLEDGEMENTS | 第98-99页 |
