Kodi Apple imapanga bwanji zotsatsa?Apple Advertising Strategy Case Study

某位从事TaobaoZamalondaAnzanu ophunzitsidwa, atatha kuwonera kanema wa Zolankhula za Jobs mkati mwa Apple, adati:

"Nthawi zonse ndikawerenga, ndimawerenganso, ndipo chiganizo chilichonse chimakhala chiganizo chagolide. Nthawi zonse ndikawerenga, kumvetsetsa kwanga sikufanana."

• Anapempha ophunzira ake a e-commerce kuti achite nawo maphunziro a 18 RMB omwe adapitako nthawi yatha.Kutsatsa PaintanetiMtunduKuyikaInde.
• Kenako funsani kuti: Kodi kukolola kunali bwanji?
• Chipani chinacho chinati: "Zogulitsazo ndi zotsika mtengo, zomwe si njira yabwino yotsatsa malonda."
• The logic kumbuyo izi ndi kuti mwaKutsatsa KwapaintanetiZogulitsa ziyenera kukhala zosiyanitsidwa momwe zingathere, ndikugulitsidwa pamitengo yokwera, koma zotsika mtengo zimakhala zotopetsa kwambiri pamsika.

Apple ndi momwe mungapangire malonda?

"Marketing ndi za mtengo"

?Ntchito Apple malonda njira ndondomeko kanema malangizo

Ganizirani Zosiyana, malonda awa omwe adatulutsidwa ndi Apple mu 1997 mwina adawonedwa ndi anthu ambiri.Palibe chinthu cha Apple chomwe chikuwonetsedwa kapena kutchulidwa pazotsatsa, kokhaMndandanda wa anzeru opanduka komanso otsogola komanso amuna akulu monga Einstein, Martin Luther King, Picasso ndi ena otero.Ndipo zotsatsazi zitatulutsidwa, zidakhala zamphamvu kwambiri ndipo zidasintha kwambiri kuyambiranso kwa Apple.

Kanemayo adatulutsidwa mu 2013, patatha zaka ziwiri Jobs atamwalira.Kanemayo adalemba mawu amkati a Jobs ku Apple pa Seputembara 1997, 9, pomwe anali atangobwerera ku Apple kwa milungu pafupifupi 23-8, akugwira ntchito yowongolera mzere wazinthu za Apple ndikuwunikiranso Apple chifukwa chopanga zinthu zabwino.

Muvidiyoyi, Jobs adalongosola momwe amaganizira za tanthauzo la kupanga mtundu, mtengo wamtengo wapatali wa mtundu wa Apple ndi chiyani, komanso maziko opangira malonda a Think Different.

?Mawu amkati a Jobs ku Apple

“Kwa ine, kutsatsa kumangokhudza zinthu zofunika kwambiri. kukumbukiridwa, Lankhulani momveka bwino komanso momveka bwino za zomwe mukukhalamo.

Mwamwayi, Apple tsopano ndi imodzi mwazinthu zisanu zapamwamba kwambiri padziko lapansi, kuseri kwa Nike, Disney, Coca-Cola, ndi Sony; Apple ndi chimphona pakati pa zimphona, osati ku US kokha, koma padziko lonse lapansi.Ngakhale zili choncho, ngati kampani yayikulu ikufuna kukhalabe ndi utsogoleri ndi nyonga, iyenera kuyikapo ndalama ndikusamalira mtunduwo.Pazaka zingapo zapitazi, kunyalanyaza kwa Apple pankhaniyi kwakhudza mtunduwo.Tiyenera kubweza zomwe zinatayika.

Ino si nthawi yoti tilankhule za liwiro ndi mayankho, si nthawi yoti tilankhule za zomangamanga za MIPS ndi megahertz, si nthawi yoti tikambirane chifukwa chomwe tili bwino kuposa Windows.

Makampani a mkaka atha zaka makumi awiri akukhulupirira anthu kuti mkaka ndi wabwino kwa anthu.Ngakhale linali bodza, iwo anayesabe. (omvera akuseka) Pamene malonda amkaka anali chonchi (kuyenda kwa thumbs pansi), adayesa malonda otchuka a "Come on milk"; kotero malonda adapita motere (mikono mmwamba), "Bwerani ndi galasi la mkaka" "Zotsatsa salankhula za mtengo - kwenikweni, wamalonda sakufuna kuyang'ana pamtengo.

Komabe, chitsanzo chabwino kwambiri ndi Nike.Nike angatchedwe amphamvu kwambiri pazamalonda.Kumbukirani, Nike amagulitsa katundu, nsapato.Komabe, mukaganizira za Nike, mumaganiza kuti ndizosiyana ndi makampani ena a nsapato.Aliyense amadziwa kuti zotsatsa za Nike sizitchula mtengo.Sadzakuuzani zomwe zabisika mumtsinje wa Nike komanso chifukwa chake zili bwino kuposa za Reebok.Ndiye kodi malonda a Nike akulimbikitsa chiyani?Amalimbikitsa kulemekeza othamanga kwambiri ndi masewera ampikisano, ndizo Nike, ndizo zomwe zimanena.

Apple imawononga ndalama zambiri pa malonda, simudziwa ... Pamene ndinabwera kuno, Apple (yokha) inathamangitsa bungwe lotsatsa malonda, inakhala zaka 23 pamndandanda wamakampani 4, ndipo potsiriza Tidazindikira imodzi, ndipo tinali okondwa kwambiri. lemberani bungwe lotsatsa malonda la Li Daiai. Ndikuganiza kuti Sansheng anali ndi mwayi wogwirizana ndi Li Daiai Zaka zingapo zapitazo, ntchito za Li Daiai zinapambana mphoto zingapo, imodzi mwazopangidwa ndi akatswiri otsatsa malonda. People's Choice Award for Best Advertising Kuyambira 1984 .

Ndipo monga choncho, tinayambanso kugwira ntchito ndi Li Daiai, ndipo funso lomwe Apple anafunsa ponena za ilo linali lakuti ogwiritsa ntchito athu ankafuna kudziwa: "Kodi Apple ndi chiyani? Imayima kuti? Kodi ikuyimira pati padziko lapansi? "Apple amachita zambiri? osati kungothandiza anthu Makina omwe amapangitsa kuti ntchitoyi ichitike, ngakhale imakhala yabwino kwambiri, nthawi zina, yabwino kwambiri - koma Apple ndiyoposa pamenepo, ndipo phindu lake lalikulu limakhala pokhulupirira kuti anthu okonda atha kupanga dziko lapansi. ndi malo abwino, ndicho chimene ife timakhulupirira... Ife mopenga timakhulupirira kuti anthu amene angathe kuchita izo ndi amene angathe kusintha dziko.

Mwakutero, Apple ikufuna kukhazikitsa kampeni yake yoyamba yotsatsa pazaka zingapo kuti ibweretsenso kampaniyo kuzinthu zake zazikulu.Zinthu zambiri zasintha. Msika wamakono ndi wosiyana kwambiri ndi zaka 10 zapitazo. Apple ndi yatsopano, komanso momwe Apple alili ... Koma mfundo zazikulu za Apple sizingasinthidwe. zomwe Apple ili lero.

Tinkafuna kupeza njira yolankhulirana, ndipo ndimakhudzidwa ndi zomwe Apple ili nazo.Apple imalemekeza anthu omwe adasintha dziko, ena amoyo ndi ena omwe apita.Koma monga mukudziwa, mwa iwo omwe amwalira, aliyense amene wagwiritsa ntchito kompyuta amakhala kompyuta ya Apple.Mutu wa malonda ndi "Ganizirani Zosiyana", ndipo cholinga chake ndi kupereka ulemu kwa anthu omwe amaganiza mosiyana ndikulimbikitsa kupita patsogolo kwa dziko.Izi ndi zomwe Apple imachita, ndipo imakhudza moyo wa Apple ...

Jobs anadzudzula Gates, Gates anabwezera?

Nthawi ina Jobs adalowa m'maofesi a Microsoft ndikumenya nkhondo yayikulu ndi Gates.Analoza mphuno ya Gates nati, “Ndimakukhulupirirani kwambiri, ndipo mumaba zinthu zanga.” Jobs anasangalala kwambiri moti anangotsala pang’ono kulira.

Panthawiyo, Microsoft inali yopereka chithandizo cha Apple, kuthandiza Apple kupanga makina ogwiritsira ntchito ndi mapulogalamu软件.Mosayembekezereka, Gates "adapereka" Steve Jobs, adalengeza mgwirizano wake ndi IBM, ndipo adaba mawonekedwe a Apple.

Poyang'anizana ndi milandu ya Jobs, Gates sanasonyeze kufooka: "Tili ndi mnansi wolemera wotchedwa Xerox. Pamene ndinathyola m'nyumba yawo kuti ndibe TV, ndinapeza kuti munasuntha."

Ntchito zinali zopanda chonena m'ndime iyi, chifukwa mawonekedwe a Apple si oyambirira, koma amagwiritsa ntchito luso la Xerox.

??Msika wokhawokha ndiwotchinga bwino

Tech blockade si zotchinga zogwira ntchito:

• Anthu ambiri amanena kuti ngati makina ogwiritsira ntchito a Apple ali okonzeka kugwirizana ndi makina a anthu ena, sipadzakhala Microsoft, ndipo dziko lapansi lidzakhala lopanda kampani yaikulu yokhala ndi mtengo wamsika wa mabiliyoni a madola.
• Chifukwa chake, pamaso pa likulu, kutsekereza kwaukadaulo sikukhala chotchinga chothandiza, koma msika wokhazikika.