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Next, I will introduce the differences between xiaomi and apple's launch event and the cultural differences behind them.



When it comes to describing product progress, apple compares its products with those of its previous generation. In western values, progress and advancement is a comparison of oneself with the past. Thus, innovation plays an important role in corporate culture. In describing product progress, xiaomi mainly compares its competitors' products. In terms of Chinese values, progress and promotion are compared with those around to highlight the high performance of their products.



During the event, the CEO cook of apple presided over the whole conference, product designer introduced the new iPhone6, and game developer experience iPhone6 game performance. From these pictures, we can see that personal

development is encouraged, which is the embodiment of western "individualism" values in American corporate culture and attaches great importance to individuals. The release conference of xiaomi was presided over by CEO lei jun alone. From the picture, we can see that the focus on the interests of the collective and the emphasis on the integrity and unity,which is the embodiment of Chinese "collectivism" values in Chinese corporate culture.



During the product summary of the iPhone6 launch event, the deep purple and black background of the lock screen on the PPT produced a strong visual impact, which greatly attracted the audience. In apple's corporate culture, the company attaches great importance to the quality of products and users' experience of

products. Therefore, the concept of "customers are god" has become an important part of American corporate culture. In the summary of the mi 4 product release

conference, the background picture of the PPT is composed of the real picture of the phone and the main configuration information, which forms a sharp contrast with the lower sales price in the PPT picture, highlighting the cost performance of the phone and leaving a deep impression on the audience. Xiaomi's marketing model of pursuing high quality and low price is an important part of its corporate culture. This marketing model is based on the traditional Chinese concept of mass consumption of "high quality and low price".


接下来，我来介绍一下小米与苹果发布会的不同以及它们背后的文化差异。

在描述产品进步方面，苹果与自家上一代的产品对比。在西方的价值观念上 ，进步与提升是对自身与过去进行比较。由此可见 ，创新在企业文化中扮演着重要的角色。小米在描述产品进步方面，主要对比竞争对手的产品 。在中国的价值观念上 ，进步与提升与周围人进行比较，凸显自己产品的高性能。

在整个发布会中，苹果 CEO库克主持整场发布会 ，产品设计师介绍全新的iPhone6，游戏开发者现场体验 iPhone6手机的游戏性能。从这些画面中我们可以看出 ，鼓励个人发展，这是西方“个人主义 ”价值观念在美国企业文化中的体现，极其注重和突出个人的作用。而小米公司的发布会是CEO雷军一个人主持完成的 ，从画面中我们可以看出 ，以集体的利益为重 ，强调整体性和统一性 ，这是中国“集体主义 ”价值观念在中国企业文化中的体现。

在iPhone6发布会产品总结时，PPT上的锁屏图案的深紫色与黑色背景产生强烈的视觉冲击，对观众产生极大的吸引力。在苹果公司的企业文化中 ，极度重视产品的质量以及用户对产品的体验，因此，“顾客就是上帝 ”的观念已经成为美国的企业文化中的重要组成部分 。在小米4发布会产品总结时 ，PPT的背景图片由小米4手机实图和主要配置信息组成，随后与PPT图片中较低的销售价格形成鲜明的对比，凸显小米4手机的性价比，给观众留下深刻的印象 。小米公司追求高性能和低价格的营销模式 ，是其企业文化中的重要组成部分 。这种营销模式是基于“物美价廉”这种中国传统的大众消费观念所建立的。

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