苹果公司产品创新和营销战略ppt课件

APPLECOMPANY Page 2 Productinnovation APPLECOMPANY Marketingstrategy Productinnovation MAC IPhone WATCH IPAD 1 Accessibility 辅助功能 2 Technologyinnovation 技术创新 3 Environmentresponsibilty 环境责任 ProductinnovationofIPhone Accessibility Webelievethatscienceandtechnologyshouldleteveryonecanbenefitfromit 我们深信 科技应该让人人都能从中受益Reallystrongscienceandtechnology shouldbetoleteveryone includingpeoplewithdisabilities everyonecanenjoythescienceandtechnology andfullengagementtowork thecreation communication fitnessandentertainment So weneverforafew evenmostofthepeopleanddevelopproducts Because ourproductdesignisforeveryone 真正强大的科技 应该是让每一个人 包括残障人士在内的每一个人都能享受的科技 并能以此来全情投入地工作 创作 沟通 健身和娱乐 所以 我们从不会为少数人 甚至是大多数人而开发产品 因为 我们的产品设计是为了每一个人 Accessibility ThephysicaltrainingontheAppleWatchApp Now AppleWatchforwheelchairuserstocalculatethefitnessdata Physicaltrainingappandfitnessrecordappwillmeasurethenumberoftimesyouturnthewheelchair ratherthansteps caninspireyoutokeepmotivation 现在 AppleWatch能专门为轮椅使用者计算健身数据 体能训练app和健身记录app会测量你转动轮椅的次数 而不是步数 从而激励你保持动力 Accessibility Macswitchcontrol Withtheaidofswitchcontrolfunction youcanusethetoggleswitch controlrodorotheradaptiveequipmenttocontrolthecontentonthescreen 借助切换控制功能 你能使用切换开关 控制杆或其他自适应设备来控制屏幕上的内容 Accessibility Siri WithSiri youcanuseyourvoicetocontrolallkindsofsupportHomeKitaccessories Turnonthelight makecoffee pullthecurtainoradjustthethermostat justsayitout itcando 有了Siri 你就能用自己的语音来控制各种支持HomeKit的配件 无论是开灯 做咖啡 拉窗帘还是调整恒温器 只需说出来 它就能办到 Accessibility Voice Over Voice Overcanyoudescribethecontentonthescreen evenwhenyoutakepicturescangiveyouhints Whenyouviewthepictures itcanalsoidentifyoffacialexpression sceneandspecificobjects Voice Over能为你描述屏幕上的内容 甚至在你拍照时也能给你提示 当你查看拍摄的照片时 它还能识别出照片中人物的面部表情 场景和特定物体 environmentresponsibility Apple sbusinessphilosophy Apple smarketingphilosophyreflectsthemarketingconcept accordingtothecustomer sneedsanddesiresastheguidance ThesuccessofJobstendtobecustomeroriented basedontheunderstandingofhumannature graspthedetailsofthepeople sdesireanddemand andmarketingtheperfectionallthewaytohumannature 1 Hungermarketing 饥饿营销 2 Experiencemarketing 体验营销 3 Viralmarketing 病毒营销 4 Monopolizemarketing 独占式营销 Marketingstrategy Part1 Hungermarketing Marketingstrategy Hungermarketing usedinthecommercialpromotionofgoodsorservices isreferstothecommodityproviderintendstocutproduction inordertoachievecontrolofsupplyanddemand manufacturinginshortsupply illusion inordertomaintaintheproductimageandmaintainahighcommoditypriceandprofitmarginsofmarketingstrategy Hungermarketing Everyyearbeforeappleproductlaunch applewillbeensured butalsosecret whettingtheappetitesofFansallovertheworld peoplewaiting speculationaboutthenewfunction newappearanceandsoon Asaresult itaggravatedthecuriosityofpeople allwanttoseeitfirst 每年在苹果新品发布会之前 苹果公司都会放出口风 但是却又讳莫如深 闭口不谈 这就吊起了全世界粉丝的胃口 人们翘首以待 纷纷猜测其新功能 新外形 这更加剧了人们的好奇心 都想一睹为快 Apple smarketingisnotasimplehungerfortheIPhone buttheextremehungermarketing firsttheyignored onlytellthemarket therewillbeanewIPhoneinterview butafteralongtimefortheIPhonealmostnoinformation waituntilthemarketextremelyeagertogetproductinformationfromvariouschannels abriefintroductionontheIPhone UntiltheIPhoneofficiallylisted theadvertisementwasoverwhelming throughavarietyofwaystoletyouseeeveryday seeeverywhere Theextremecontrast letconsumerslikethelongdroughtmeetsweetdew suddenlyhadagreatinterestontheIPhoneandimpulsivepurchase therebyachievingsuccess 苹果公司对IPhone的营销并非简单的饥饿营销 而是极端的饥饿营销 它们先是避而不谈 只告诉市场 将有新产品IPhone面试 但是之后的很长时间对于IPhone的信息近乎没有 等到市场极端渴望从各种途径获得产品信息时 再对IPhone进行简单介绍 等到IPhone正式上市之后 其广告便铺天盖地 通过各种形形色色的途径让你天天看到 处处看到 这种极度的反差 让消费者犹如久旱逢甘露 突然间对IPhone产生了极大的兴趣与购买冲动 从而获得成功 IPhone Part2 Experiencemarketing Marketingstrategy Experiencemarketing Theexperientialmarketingistomakeconsumersinvolved makeitfeelfullytheperformanceoftheservicesorproducts soastoarousetheenthusiasmofthepurchase Experientialmarketinghasbrokenthetraditionalmarketingrules consumersnolongerhavea canonlyfarview feeling canclosecontactandproductalsomaketheconsumptionbecomeakindofenjoyment Appleisuniqueinthisrespect italwaysmakesconsumershaveuniquemysteriousfeeling Thecompanysetupalotofexperiencestore wherecustomerscanaskquestionsrelatedtotheproduct canobtaintheinformationofnewproducts alsocanexperienceofnewproducts Eachlaunchanewproduct applehasexperienceinmarketingofcreditis ofcoursethequalityiscloselyrelatedwithitsservice 在这方面苹果公司可谓是独树一帜 它总能让消费者有独特的神秘感受 苹果公司设立了很多体验店 在那里 顾客可以询问与产品有关的问题 可以获得新产品的信息 也可以体验新产品 苹果公司每推出一款新产品 体验店在营销方面的功劳可谓功不可没 当然这与其服务的质量息息相关 ExperiencestoreofApple ExperiencestoreofApple Part3 Viralmarketing Marketingstrategy Viralmarketing ViralmarketingalsocalledWordofmouthmarketing Thereasonisthatthepropagationspeedfast lowcost biginfluence Forexample alargeshareoftheIPhoneusersarelikeeachother Dynamicyoungpeople theywerethefirsttoexperiencetheproductreliabilityandsuperiorityofaudience Enjoythefirsttimetotheirrelativesandspreadfunctionanduseoftheproducts 病毒营销也叫 口碑营销 究其原因是其传播的度快 成本低 影响力大 IPhone的用户有很大部分是喜欢互动的年轻人 他们是最先体验产品的可靠性 优越性的受众 也乐于第一时间向自己的亲朋传播产品的功能和使用心得 Viralmarketing TheIPhone smarketingplanforeachtimetomarketandhavedifferentprices heatwaveafterthediscussionoftheIPhonehasbeenlifted thecomparisonofeachversion filledwithnumerouswebsitesandBBS thesuccessofusingthepoweroftheconsumersfortheIPhoneFreeadvertisingIPhone的上市推广计划为每个地区的上市时间和价格不一 让本来热过了的IPhone的讨论浪潮不断被掀起 各个版本的比较充斥着众多网站和论坛 成功的运用消费者的力量为IPhone做免费广告 Part4 Monopolizemarketing Marketingstrategy Monopolizemarketing Intheprocessofitsmarketing intherightpublicitychannelsontherightformsofpropaganda graspthecharacteristicsofthedifferentchannels