苹果公司在中国市场产品组合策略消费者调研 | Apple Product Portfolio Strategy in China Consumer Survey

您好！我是商学院的学生，正在进行一项关于苹果公司在中国市场产品组合策略的学术研究。本问卷旨在了解您对苹果产品的看法和使用习惯，所有数据仅用于学术研究，匿名处理，耗时约3-5分钟。开放题请不要回答无，衷心感谢您的参与！ | Hello! I am a business school student conducting academic research on Apple's product portfolio strategy in the Chinese market. This questionnaire aims to understand your views and usage habits of Apple products. All data is for academic research only, anonymous, and takes about 3-5 minutes. For open-ended questions, please do not answer 'none'. Thank you for your participation!
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1.
您目前正在使用以下哪些苹果产品？ | Which Apple products are you currently using?【多选题】
iPhone
iPad
Mac（MacBook/iMac/Mac mini） | Mac (MacBook/iMac/Mac mini)
Apple Watch
AirPods/AirPods Pro
以上均未使用 | None of the above
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2.
您使用苹果产品已有多少年？ | How many years have you been using Apple products?
1年以下 | Less than 1 year
1-3年 | 1-3 years
4-6年 | 4-6 years
7-10年 | 7-10 years
10年以上 | More than 10 years
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3.
您如何看待苹果公司在中国市场的产品组合（整体产品线）？ | How do you view Apple's product portfolio (overall product line) in the Chinese market?
非常丰富，覆盖各类需求 | Very rich, covering various needs
比较丰富，但部分领域不足 | Relatively rich, but lacking in some areas
一般，与其他品牌类似 | Average, similar to other brands
较为单一 | Relatively single
不了解 | Not familiar
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4.
在您看来，苹果iPhone目前在中国市场处于什么阶段？ | In your opinion, what stage is Apple iPhone currently in the Chinese market?
明星产品（高增长、高份额） | Star product (high growth, high share)
现金牛产品（低增长、高份额） | Cash cow product (low growth, high share)
问题产品（高增长、低份额） | Question mark product (high growth, low share)
瘦狗产品（低增长、低份额） | Dog product (low growth, low share)
不确定 | Uncertain
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5.
在您看来，苹果iPad目前在中国市场处于什么阶段？ | In your opinion, what stage is Apple iPad currently in the Chinese market?
明星产品（高增长、高份额） | Star product (high growth, high share)
现金牛产品（低增长、高份额） | Cash cow product (low growth, high share)
问题产品（高增长、低份额） | Question mark product (high growth, low share)
瘦狗产品（低增长、低份额） | Dog product (low growth, low share)
不确定 | Uncertain
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6.
在您看来，苹果Mac电脑目前在中国市场处于什么阶段？ | In your opinion, what stage is Apple Mac currently in the Chinese market?
明星产品（高增长、高份额） | Star product (high growth, high share)
现金牛产品（低增长、高份额） | Cash cow product (low growth, high share)
问题产品（高增长、低份额） | Question mark product (high growth, low share)
瘦狗产品（低增长、低份额） | Dog product (low growth, low share)
不确定 | Uncertain
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7.
在您看来，苹果Apple Watch目前在中国市场处于什么阶段？ | In your opinion, what stage is Apple Watch currently in the Chinese market?
明星产品（高增长、高份额） | Star product (high growth, high share)
现金牛产品（低增长、高份额） | Cash cow product (low growth, high share)
问题产品（高增长、低份额） | Question mark product (high growth, low share)
瘦狗产品（低增长、低份额） | Dog product (low growth, low share)
不确定 | Uncertain
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8.
未来一年内，您最可能购买或更换哪类苹果产品？ | In the next year, which Apple product are you most likely to purchase or replace?
iPhone
iPad
Mac
Apple Watch
其他配件（如AirPods） | Other accessories (e.g., AirPods)
暂无购买计划 | No purchase plans
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9.
在同等价位下，您认为苹果产品相对于华为、小米等中国品牌的最大优势是什么？ | At the same price point, what do you think is the biggest advantage of Apple products compared to Chinese brands like Huawei, Xiaomi, etc.?
品牌价值与设计 | Brand value and design
生态系统整合 | Ecosystem integration
软件体验与系统流畅度 | Software experience and system fluency
技术创新能力 | Technological innovation capability
售后服务与保值率 | After-sales service and value retention
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10.
您认为苹果产品在中国市场面临的最大挑战是什么？ | What do you think is the biggest challenge Apple products face in the Chinese market?
价格过高 | High price
来自国产品牌的竞争加剧 | Increasing competition from domestic brands
创新速度放缓 | Slowing innovation speed
本地化功能不足 | Insufficient localization features
其他政策或市场环境因素 | Other policy or market environment factors
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11.
您认为苹果公司目前的产品组合策略（推新节奏、产品定位等）是否具有可持续性？ | Do you think Apple's current product portfolio strategy (product launch pace, positioning, etc.) is sustainable?
非常可持续 | Very sustainable
比较可持续 | Relatively sustainable
一般 | Average
不太可持续 | Not very sustainable
完全不可持续 | Completely unsustainable
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12.
如果苹果继续维持当前的产品策略，您对其未来三年在中国市场的前景如何看待？ | If Apple continues its current product strategy, what is your outlook for its future in the Chinese market over the next three years?
持续领先 | Continue to lead
保持稳定但增长有限 | Maintain stability but limited growth
逐渐被国产品牌赶超 | Gradually overtaken by domestic brands
可能出现下滑 | Possible decline
难以预测 | Hard to predict
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13.
您认为苹果最应该在哪类产品上加大投入以保持竞争力？ | Which product category do you think Apple should invest more in to maintain competitiveness?
iPhone（核心明星产品） | iPhone (core star product)
iPad/Mac（现金牛产品） | iPad/Mac (cash cow products)
Apple Watch/AirPods（可穿戴/配件） | Apple Watch/AirPods (wearables/accessories)
服务类产品（如Apple Music、iCloud） | Service products (e.g., Apple Music, iCloud)
新品类（如AR/VR设备） | New categories (e.g., AR/VR devices)
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14.
对于苹果公司在中国市场的产品策略，您有什么具体的建议或看法？ | What specific suggestions or opinions do you have regarding Apple's product strategy in the Chinese market?
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15.
您的年龄属于？ | What is your age range?
18岁以下 | Under 18
18-25岁 | 18-25 years
26-35岁 | 26-35 years
36-45岁 | 36-45 years
46岁以上 | Over 46 years
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16.
您所在的城市属于？ | Which category does your city belong to?
一线城市（北上广深） | Tier 1 cities (Beijing, Shanghai, Guangzhou, Shenzhen)
新一线/二线城市 | New Tier 1 / Tier 2 cities
三线及以下城市 | Tier 3 and below cities
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