Research On Apple's Marketing Channel Strategy Based On The A Cooperative Society From The We Media Environment

Today's global human life accompanied by the emergence of the Internet the earth shaking changes,human under the background of network times returned to the long before the period of interpersonal communication,with high-tech modern means for people to obtain news sources have been gradually from dependence on the transformation of the mainstream media to get information from the individual nodes(for example social network,circle of friends,etc.).The American Press Institute media center in July 2003 released a research report on "We Media(media)" proposed by Shein Portman and Kelisiweilisi two scholars,report for "We Media(since the media present a very strict definition:" We Media(media)is the general public through digital technology to enhance,and the global knowledge system connected,a began to understand ordinary people how to provide and share their own facts and news." In a nutshell that citizens use to publish your own eyes,ears to hear event the carrier,such as blog,microblogging,micro channel,forum/BBS and other online communities.We media is a newly emerging things quietly in people's lives appear and become indispensable.At the same time to from the we media as the platform for the dissemination of the commercial marketing model generates and to speed the speed of explosive spread development.Chinese is a large agricultural country,agricultural products marketing channel in the network era under a new transformation,the traditional marketing methods and channels has been unable to meet the needs of the development of emerging market environment.In recent years,domestic apple market has maintained the traditional marketing methods,but with the rapid change of the market environment,traditional markets continue to be affected by the impact of new marketing mode and channel to the competition is getting more and more intense the network marketing environment make the advantage position,Then explore the use of we media platform(micro blog,micro channel,etc.)the emerging marketing channels and models of Apple's marketing is particularly important,research in we media platform under the environment of Apple's marketing channel strategy will also have an urgent practical significance.In this study,the summary and analysis of the self characteristics of we media marketing,combined with the apple the agricultural products,based on the basis of marketing channel theory,consumer behavior theory and 4P theory of marketing theory is proposed to we media platform environment since the Apple marketing channel strategy and suggestions for industry reference.