苹果公司是一家美国高科技公司，在2021年度全球财富500强中排名第六。十多年来，苹果公司不断推出各种新产品，从Mac便携式电脑、iPod media player到iPhone智能手机和iPad平板电脑系列，逐步巩固了消费者对苹果品牌的认知；而苹果品牌的饥饿营销是通过调节供求两端的量来影响终端的售价，达到高价出售获得高额利润的目的。本文用数据和经济学模型来分析苹果公司采用饥饿营销策略的独特性，将苹果与华为、小米、三星公司手机历代销售量和价格进行比较探讨，分析苹果公司手机行业的发展现状，用拗折的需求曲线来解释苹果手机是否为具有必需品特质的奢侈品。基于从营销和效用结合的角度来说明苹果公司饥饿营销策略带来的优势，本文的分析结果对中国通信技术行业的发展提供了一定的启示，有助于国内相关企业吸取优秀经验从而更加健康有序发展。

关键词：饥饿营销、拗折的需求曲线、具有必需品特质的奢侈品、品牌竞争力

Apple Inc. is an American high-tech company ranked 6^th on the Fortune 500 list in 2021. For more than a decade, Apple has continuously launched a variety of new products, from the Mac portable computer, iPod media Player to the iPhone smart phone and iPad tablet computer series, gradually solidifying consumers’ understanding of the Apple brand. The hunger marketing of the Apple brand is to affect the selling price of the terminal market by adjusting the amount of supply and demand to achieve the purpose of selling at a high price and obtaining high profits. This paper uses the data and econometric model to analysis the uniqueness of Apple using the hunger marketing strategy. Sales and price of Apple series mobile phones are compared with Huawei, Millet and Samsung to analyze the present situation of Apple mobile phone industry. The kinked demand curve is applied to explain whether Apple’s mobile phone is a luxury with the characteristics of a necessity. Based on the advantages brought by Apple's hunger marketing strategy from the perspective of combining marketing and utility, results of this paper provide certain enlightenment for the development of China's communication technology industry, which will help domestic related enterprises learn from excellent experience and develop more healthily and orderly.

Keywords: Hunger Marketing, Kinked Demand Curve, Luxury with the Characteristics of a Necessity, Brand Competition