加拿大论文代写：经济分析
加拿大论文代写：经济分析
PEST分析的第二个方面是经济分析。这涉及到进入一个新领域的经济学。在进入新领域的同时，首先需要考虑的是商品的需求和“购买意愿”。文献回顾显示，苹果的产品属于炫耀性消费类别。自然，它的需求受到人民收入的制约，效果非常大。 iPhone显示出“势不可挡的效应”，意味着只有收入超过一定水平的消费者才愿意购买此产品。此外，iPhone也表现出“vebleen效应”，说明产品的需求会随着价格上涨。这两个因素严重限制了苹果的目标客户群，因为尽管人口众多，但更有可能成为显眼产品的高净值人群（HNWI）仅为758000（凯捷，2014）。高净值个人是指拥有高净值或者具有很高融资能力的个人，通常超过100万美元（Pary，2001）。
加拿大论文代写：经济分析
假设只有富裕人士对炫耀性消费感兴趣，苹果的自然目标客户群才会缩小到仅占全国总人口的0.05％。所以，苹果的选择是降低产品的价格，或者作为一个显眼的产品，并限制目标受众。文献综述也显示，作为一个维护其声誉的全球性公司对于苹果来说非常重要。否则，中国降价将影响其全球业绩和利润。所以，除了保持“奢侈品牌”，苹果公司并没有其他选择。然而，这里的好处是，乌蒙2013年的调查显示，每10个高端手机用户中就有8个实际上是苹果用户。所以，苹果在其受限目标受众中的渗透率非常高。总而言之，苹果公司的产品是为奢侈品消费量身定制的，这种产品的行为违背了所有的标准经济规律。
加拿大论文代写：经济分析
The second aspect of the PEST analysis is the economic analysis. This concerns the economics of moving into a new territory. While moving into a new territory, the first thing that needs to be taken into account is the demand of the commodity and the “willingness to buy” of the people. Literature review shows that Apple’s products fall into the category of conspicuous consumption. Naturally, its demand is restricted by the income of the people to a very large effect. iPhones exhibit “snob effect” meaning that only those with income above a certain level will be willing to buy this product. Furthermore, iphones also exhibit “vebleen effect” which says that the demand of the product will rise with its price. These two factors severely restrict Apple’s target customer base because despite a huge population, the High Net-Worth Individuals (HNWI) population who are more likely to go for a conspicuous product is only about 758000 (Capgemini, 2014). High Net-Worth Individuals are those which have high net worth or, have very high financing abilities, typically more than USD 1 million (Pary, 2001).
加拿大论文代写：经济分析
Assuming that only HNWIs are interested in conspicuous consumption, the natural target customer base of Apple shrinks to merely 0.05% of the total population of China. So, the alternative for Apple here is to either reduce the price of the products or remain as a conspicuous product and limit its target audience. Literature review also shows that being a global company maintaining its repute is very important for Apple. Otherwise, reducing price in China will affect its global performance and profits. So, Apple does not really have a choice other than remaining the “luxury brand”. The good thing however here is that Umeng’s 2013 survey shows that every 8 out of 10 high end phone users are actually Apple users. So, the penetration of Apple in its (restricted) target audience is very high. All in all, the products of Apple are tailor made for luxury-consumption and the behavior of this product defies all the standard economic laws.
