摘要：当前，学界关于商业模式的研究主要集中于商业模式的定义、组织结构、组成要素、模型架构等理论层面，针对个案具体分析的文章还相对较少。在电子科技产品领域，苹果公司（Apple Corp）和三星电子（Samsung Electronics）作为全球行业翘楚，分别运行着两种大相径庭的商业模式。本文以他们的商业模式为研究对象，结合国内外相关理论，分析两家公司不同核心战略的利弊，从而探求对于类似的电子科技产品巨头而言最具实用性的商业模式。

关键词：商业模式 核心战略 营销渠道 企业盈利

Abstract: At present, researches on the business models of the academic circles are mainly focused on the theories like definition of business models, organizational structures, and the frameworks of models,while only a few studies are analyses of specific cases. In the field of electronic technology businesses , Apple Corp and Samsung Electronics, as most famous global leaders, are running two quite different business models. Taking their business models as research object, combining the relevant theories in both domestic and foreign academic circles, this paper analyzes the advantages and disadvantages of different core strategy of the two companies, so as to explore the most practical business model for electronic technology giants.

Key words: Business model  Core strategy  Marketing channel  Corporate earnings