Apple inoita sei kuronga kushambadzira?Apple Advertising Strategy Nyaya Yekudzidza

mumwe munhu akabatanidzwaTaobaoE-commerceShamwari dzekudzidzisa, mushure mekuona iyi vhidhiyo yekutaura kweMabasa mukati meApple, yakati:

"Nguva yose yandinoiverenga, ndinoiverenga zvakare, uye mutsara wega wega mutsara wegoridhe. Pese pandinouverenga, kunzwisisa kwangu hakuna kufanana."

• Akakumbira vadzidzi vake ve-e-commerce kuti vatore chikamu mu18 RMB yekudzidzira kosi yaakapinda nguva yadarika.网络 营销品牌Positioningchokwadi.
• Ipapo bvunza kuti: Ko kukohwa kwakanga kuri sei?
• Imwe bato yakati: "Chigadzirwa chacho chinodhura, icho chisiri chakanaka chekutengesa."
• The logic kuseri kweizvi kuti byWeb PromotionZvigadzirwa zvinofanirwa kusiyaniswa zvakanyanya sezvinobvira, uye zvino kutengeswa nemitengo yakakwira, asi zvigadzirwa zvinodhura zvichange zvichinetesa mumusika.

Apple ndiyo nzira yekuita nayo kushambadzira?

"Marketing ndeyekukosha"

?Mabasa Apple advertising marketing strategy video process tips

Funga Zvakasiyana, iyi shambadziro yakaburitswa neApple muna 1997 inogona kunge yakaonekwa nevanhu vazhinji.Hapana chigadzirwa cheApple chinoratidzwa kana kutaurwa mune ad, cheteNhepfenyuro yevapanduki uye nyanzvi dzehunyanzvi uye varume vakuru vakaita saEinstein, Martin Luther King, Picasso zvichingodaro.Uye mushure mekunge kushambadzira uku kwaburitswa, kwakave nesimba zvakanyanya uye kwakava shanduko mukubudazve kweApple.

Vhidhiyo iyi yakabudiswa muna 2013, makore maviri mushure mekufa kwaMabasa.Vhidhiyo yakarekodha kutaura kweMabasa kwemukati kuApple munaGunyana 1997, 9, paakanga achangodzokera kuApple kweanenge mavhiki masere-23, achishanda mukugadzirisa mutsara wechigadzirwa cheApple uye kutarisisa Apple pane chikonzero chekugadzira zvigadzirwa zvikuru.

Muvhidhiyo, Mabasa akatsanangura mafungire aanoita nezvezvinoreva kuvaka brand, chii chakakosha kukosha kwechiratidzo cheApple, uye kumashure nezvekugadzira Funga Yakasiyana ad.

?Mashoko emukati meMabasa paApple

“Kwandiri, kushambadzira kunoenderana nehunhu, nyika yakaoma uye ine ruzha, uye isu hatina mukana wekurangarirwa neruzhinji, uye hapana kambani inogona kuita izvozvo, saka tinofanira kuisa zvatinoda. taura zvakajeka uye zvakajeka pamusoro pezvaunogara.

Neraki, Apple yave imwe yemhando shanu dzepamusoro pasirese, kuseri kweNike, Disney, Coca-Cola, uye Sony; Apple ihofori pakati pehofori, kwete muUS chete, asi pasirese.Kunyangwe zvakadaro, kana mhando huru ichida kuchengetedza hutungamiriri hwayo uye simba, inoda kuisa mari mukati uye kutarisira mhando.Mumakore mashoma apfuura, kuregeredza kweApple mune izvi kwakanganisa mhando.Tinoda kudzosa zvakarasika.

Ino haisi nguva yekutaura nezve kumhanya uye mhinduro, haisi nguva yekutaura nezve MIP yekuvaka uye megahertz, haisi nguva yekutaura nezvekuti nei tiri nani pane Windows.

Indasitiri yemukaka yapedza makore makumi maviri ichipwisa ruzhinji kuti mukaka wakanakira vanhu.Nyangwe aive manyepo, vakaedza zvakadaro. (vateereri vanoseka) Kana kutengeswa kwemukaka kwakaita seizvi (zvigunwe zvichidzika kufamba), vakaedza yakakurumbira "Huya mukaka" ad; saka kutengesa kwakaenda seizvi (maoko kumusoro), "Huya negirazi remukaka" "The ad haatombotauri nezvemutengo - kutaura zvazviri, mutengesi haadi kutarisa pamutengo.

Zvisinei, muenzaniso wakanaka ndeweNike.Nike inogona kunzi yakasimba kwazvo munyika yekushambadzira.Yeuka, Nike inotengesa zvinhu, shangu.Zvisinei, paunofunga nezveNike, unofunga kuti yakasiyana nemamwe makambani eshangu.Wese munhu anoziva kuti Nike ads haambotauri mutengo.Ivo havambofi vakakuudza izvo zvakavanzwa muNike air cushion uye nei zviri nani kupfuura Reebok's.Saka chii chaizvo chinonzi Nike ad kusimudzira?Vanokurudzira kuremekedzwa kwevatambi vakuru uye mitambo yemakwikwi, iyo Nike, ndizvo zvazviri.

Apple inoshandisa mari yakawanda pakushambadzira, haumboziva ... Pandakauya pano, Apple (ichangobva) yakadzinga ad agency, yakapedza makore mana pane pfupiso yemakambani makumi maviri nematatu, uye pakupedzisira Takaziva imwe, uye takafara hire Li Daiai advertising agency.Ndinofunga Sansheng yakaita rombo rakanaka kukwanisa kushanda naLi Daiai.Makore mashoma apfuura,mabasa aLi Daiai akahwina mibairo yakati wandei,mumwe wacho wakagadzirwa nehunyanzvi hwekushambadza.People's Choice Award for Best Advertising Kubva 23 .

Uye saizvozvo, takatanga kushanda naLi Daiai zvakare, uye mubvunzo wakabvunzwa neApple pamusoro payo waiva wekuti vashandisi vedu vaida kuziva: "Chii chinonzi Apple? Inomira papi? Inomira kupi munyika? " Apple inoita zvakawanda. pane kungobatsira vanhu Muchina unoita kuti basa riitwe-kunyangwe wakanaka senge, mune dzimwe nguva, wakanakisa pauri-asi Apple yakawanda kupfuura izvozvo, uye kukosha kwayo kunoenderana nekutenda kuti vanhu vane shungu vanogona kugadzira Nyika. inzvimbo iri nani, ndizvo zvatinotenda mazviri... Isu tinopenga tichitenda kuti vanhu vanogona kuzviisa mukuita ndivo vanogona kushandura nyika.

Saka nekudaro, Apple inotarisira kuburitsa kushambadzira kwayo kwekutanga mumakore mashoma kudzosa kambani kuhunhu hwayo hwekutanga.Zvinhu zvakawanda zvachinja. Musika wanhasi wakasiyana zvachose nemakore gumi apfuura. Apple inyowani, uye ndozvakaita chimiro cheApple... Asi hunhu hweApple uye hunhu hunokosha haugone kuchinjwa. Zvinozivikanwa neApple zvakakosha chii Apple nhasi. Rambira pane chimwe chinhu.

Taida kutsvaga nzira yekutaurirana, uye ndinofadzwa neizvo Apple inazvo.Apple inokudza vanhu vakachinja nyika, vamwe vavo vari vapenyu uye vamwe vaenda.Asi sezvamunoziva, kune avo vakafa, ani nani akashandisa komputa kazhinji iApple komputa.Dingindira rekushambadza rinoti "Funga Zvakasiyana", uye chinangwa ndechekupa rukudzo kune vanhu vanofunga zvakasiyana uye kukurudzira kufambira mberi kwenyika.Ndizvo zvinoita Apple, uye zvinobata mweya weApple...ndinovimba imi mose munopindirana nazvo sezvandinoita.

Mabasa akapomera Gates, Gates akadzorera?

Pane imwe nguva Mabasa akapinda nechisimba mumahofisi eMicrosoft ndokupinda muhondo huru naGates.Akanongedza mhino yaGates ndokuti, “Ndinovimba newe zvikuru, uye unoba zvinhu zvangu.” Mabasa akafara zvokuti akapotsa achema.

Panguva iyoyo, Microsoft yaingova mupi webasa weApple, achibatsira Apple kugadzira masisitimu anoshanda uye maapplication软件.Zvisingatarisirwi, Gates "akatengesa" Steve Jobs, akazivisa kubatana kwake neIBM, uye akaba chimiro cheApple's system.

Mukutarisana nekupomerwa kwaMabasa, Gates haana kuratidza kusava nesimba: "Tine muvakidzani akapfuma anonzi Xerox. Pandakapinda mumba mavo kuti ndiba TV, ndakaona kuti iwe wakatama."

Mabasa aive asina remuromo mundima iyi, nekuti chimiro cheApple hachisi chepakutanga, asi chinoshandisa hunyanzvi hwaXerox.

??Musika wemonopoly chipinganidzo chinoshanda

Tech blockades haatombo shanda zvipingaidzo:

• Vanhu vazhinji vanoti kana mashandiro eApple akazvipira kufambirana nemichina yevamwe vanhu, hakuzove neMicrosoft, uye pasi rose richange risina kambani huru ine mutengo wemusika wematiriyoni emadhora.
• Naizvozvo, mumeso emari, tekinoroji blockade haimbove chipingamupinyi chinoshanda, asi musika wemonopoly.