I-Apple ikwenza kanjani ukuhlela ukumaketha?I-Apple Advertising Strategy Case Study

umuntu ohlanganyeleI-TaobaoEzentengiselwanoAbangani abaqeqeshwayo, ngemuva kokubuka le video yenkulumo kaJobs ngaphakathi kwe-Apple, bathi:

"Ngaso sonke isikhathi lapho ngiyifunda, ngiphinde ngiyifunde, futhi wonke umusho uwumusho osagolide. Ngaso sonke isikhathi lapho ngiwufunda, ukuqonda kwami ​​akufani."

• Ucele abaqeqeshelwa ukuhwebelana nge-e-commerce ukuthi babambe iqhaza esifundweni sokuqeqeshwa se-RMB esingu-18 asihambele ngeledlule.I-Internet MarketingUmkhiqizoUkubekainkambo.
• Bese ubuza: Bekunjani ukuvuna?
• Elinye iqembu lithe: "Umkhiqizo ubiza izindleko, okungelona isu elihle lokumaketha."
• I-logic ngemuva kwalokhu ukuthi nguUkukhuthazwa KwewebhuImikhiqizo kufanele ihlukaniswe kakhulu ngangokunokwenzeka, bese ithengiswa ngamanani aphezulu.Imikhiqizo ebiza kakhulu izokhathala kakhulu emakethe.

?I-Apple ikwenza kanjani ukuhlela ukumaketha?

"Ukuthengisa kumayelana nenani"

?Amathiphu enqubo yevidiyo ye-Apple advertising marketing strategy

Cabanga Okwehlukile, lesi sikhangiso esakhishwa i-Apple ngo-1997 kungenzeka ukuthi sabonwa abantu abaningi.Awukho umkhiqizo we-Apple oboniswayo noma oshiwo esikhangisweni, kuphelaUchungechunge lwezihlakaniphi ezihlubukayo nezintsha kanye namadoda amakhulu anjengo-Einstein, uMartin Luther King, uPicasso njalonjalo.Futhi ngemva kokukhishwa kwalesi sikhangiso, saba nethonya elikhulu futhi saba inguquko ekuveleni kabusha kwe-Apple.

Ividiyo ikhishwe ngo-2013, eminyakeni emibili ngemuva kokushona kukaJobs.Ividiyo irekhoda inkulumo kaJobs ngaphakathi kwe-Apple ngoSepthemba 1997, 9, lapho esanda kubuyela e-Apple cishe amasonto ayi-23-8, esebenza ekuhleleni umugqa womkhiqizo we-Apple futhi aphinde agxilise i-Apple esizindeni sokudala imikhiqizo emihle.

Kuvidiyo, Imisebenzi ichaza indlela ayibona ngayo incazelo yokwakhiwa komkhiqizo, liyini inani eliyinhloko lomkhiqizo wakwa-Apple, kanye nesizinda sokudala isikhangiso se-Think Different.

?Inkulumo yangaphakathi yeMisebenzi kwa-Apple

“Kimina ukumaketha kumayelana namagugu, umhlaba uyinkimbinkimbi futhi unomsindo omkhulu, futhi asinalo ithuba lokukhunjulwa uquqaba, futhi ayikho inkampani engenza lokho, ngakho kufanele sibeke esikufunayo. Khuluma ngokucacile nangokucacile mayelana nokuthi uhlala kuphi.

Ngenhlanhla, i-Apple manje isingomunye wemikhiqizo emihlanu ephezulu emhlabeni, ngemuva kwe-Nike, i-Disney, i-Coca-Cola, ne-Sony; I-Apple ingumdondoshiya phakathi kweziqhwaga, hhayi e-US kuphela, kodwa emhlabeni jikelele.Noma kunjalo, uma uhlobo oluhle lufuna ukugcina ubuholi nobungqabavu balo, ludinga ukutshala futhi lunakekele umkhiqizo.Eminyakeni embalwa edlule, ubudedengu be-Apple mayelana nalokhu buthinte umkhiqizo.Kudingeka sibuyise okwakulahlekile.

Manje akusona isikhathi sokukhuluma ngesivinini kanye nempendulo, akusona isikhathi sokukhuluma ngezakhiwo ze-MIPS kanye ne-megahertz, akusona isikhathi sokukhuluma ngokuthi kungani singcono kuneWindows.

Imboni yobisi isichithe amashumi amabili eminyaka ikholisa uquqaba ukuthi ubisi luwusizo kubantu.Yize bekungamanga kodwa bazama kunjalo. (izilaleli ziyahleka) Lapho ukuthengiswa kobisi kwakunje (ukunyakazisa izithupha), bazama isikhangiso esidumile esithi "Woza ngobisi"; ngakho ukuthengisa kuhambe kanje (kuphakamise izingalo), "Woza nengilazi yobisi" "Isikhangiso ayikhulumi ngisho namanani - empeleni, umthengisi akahlosile ukugxila enanini.

Nokho, isibonelo esihle kakhulu i-Nike.I-Nike ingabizwa ngokuthi iqine kakhulu emhlabeni wezokuthengisa.Khumbula, i-Nike idayisa izimpahla, yizicathulo.Kodwa-ke, uma ucabanga nge-Nike, ucabanga ukuthi ihlukile kwezinye izinkampani zezicathulo.Wonke umuntu uyazi ukuthi izikhangiso ze-Nike azilokothi zisho intengo.Abasoze bakutshele ukuthi yini efihlwe ku-Nike air cushion nokuthi kungani ingcono kuneReebok.Ngakho-ke siyini ngempela isikhangiso se-Nike?Bakhuthaza ukuhlonishwa kwabasubathi abakhulu kanye nemidlalo yokuncintisana, okuyi-Nike, yilokho okushiwo.

I-Apple isebenzisa imali eningi ekukhangiseni, awukwazi ukuthi ... Lapho ngifika lapha, i-Apple (esanda) yaxosha i-Queen Ads, yachitha iminyaka engu-23 ohlwini olufushane lwezinkampani ezingu-4, futhi ekugcineni Ngemva kokuqinisekisa eyodwa, sijabule ukuqasha. I-ejensi yokukhangisa ye-Li Daiai. Ngicabanga ukuthi i-Sansheng inenhlanhla enkulu ngokukwazi ukusebenzisana no-Li Daiai. Eminyakeni embalwa nje edlule, imisebenzi ka-Li Daiai yawina imiklomelo eminingana, eyodwa yayo yenziwe ukukhangisa kochwepheshe. Umklomelo Wokukhangisa Ongcono Kakhulu kusukela ngo-1984.

Futhi njengalokho, saqala ukusebenza no-Li Daiai futhi, futhi umbuzo u-Apple wawubuza ngakho ukuthi abasebenzisi bethu bafuna ukwazi: "Iyini i-Apple? Ima kuphi? Ima kuphi emhlabeni? "I-Apple yenza okwengeziwe? kunokuba nje usize abantu Umshini owenza umsebenzi wenziwe—yize muhle njengoba, kwezinye izimo, ungcono kakhulu kuwo—kodwa i-Apple ingaphezu kwalokho, futhi ukubaluleka kwayo okuyisisekelo kusekukholelweni ukuthi abantu abashisekayo bangenza umhlaba. iyindawo engcono, yilokho esikholelwa kukho... Siyahlanya sikholelwa ukuthi abantu abangakwazi ukukusebenzisa yibona abangaguqula umhlaba.

Kanjalo, i-Apple ihlose ukwethula umkhankaso wayo wokuqala wokumaketha umkhiqizo eminyakeni embalwa ukubuyisela inkampani kumagugu ayo asemqoka.Izinto eziningi zishintshile. Imakethe yanamuhla ihluke ngokuphelele eminyakeni eyi-10 edlule. I-Apple yintsha sha, kanjalo nesimo sika-Apple... Kodwa amanani e-Apple kanye namagugu ayisisekelo ngeke ashintshwe. Okuhlonzwa izindinganiso eziyinhloko ze-Apple yini i-Apple namuhla. namathela kokuthile.

Besifuna ukuthola indlela yokuxhumana, futhi ngishukunyiswa yilokho u-Apple anakho.I-Apple ihlonipha abantu abashintsha umhlaba, abanye babo besaphila abanye abasishiyile.Kodwa njengoba wazi, kulabo abangasekho, noma ubani osebenzise ikhompuyutha ngokuvamile uyikhompyutha yakwa-Apple.Ingqikithi yalesi sikhangiso ithi “Think Different” kanti inhloso wukuhlonipha abantu abacabanga ngendlela ehlukile futhi bakhuthaze inqubekela phambili yomhlaba.Yilokho okwenziwa i-Apple, futhi ithinta umphefumulo we-Apple...ngiyethemba nonke nizovumelana nayo njengoba ngenza.

Imisebenzi isolwa uGates, uGates waphindisela?

Kwake kwathi imisebenzi yangena emahhovisi eMicrosoft yaxabana noGates.Wakhomba uGates emakhaleni wathi, “Ngikwethemba kakhulu, futhi untshontsha izinto zami.” Wajabula kakhulu uJobe waze wakhala.

Ngaleso sikhathi, iMicrosoft yayimane ingumhlinzeki wesevisi we-Apple, esiza i-Apple ukuthuthukisa izinhlelo zokusebenza nezinhlelo zokusebenza软件.Ngokungalindelekile, uGates "wakhaphela" uSteve Jobs, wamemezela ukusebenzisana kwakhe ne-IBM, futhi weba ukuxhumana kwesistimu ye-Apple.

Ebhekene nezinsolo zikaJobs, uGates akazange abonise ubuthakathaka: "Sinomakhelwane ocebile okuthiwa u-Xerox. Ngesikhathi ngigqekeza endlini yabo ukuze ngintshontshe i-TV, ngathola ukuthi uyithuthile."

Imisebenzi yayingenawo amazwi kulesi sigaba, ngoba isikhombimsebenzisi se-Apple asisona sokuqala, kodwa sisebenzisa ubuciko be-Xerox.

??Imakethe ye-monopoly iyisithiyo esisebenzayo

Ama-Tech blockade awalokothi abe yizithiyo ezisebenzayo:

• Abantu abaningi bathi uma uhlelo lokusebenza lwe-Apple luzimisele ukuhambisana nemishini yabanye abantu, ngeke ibe khona iMicrosoft, futhi umhlaba uzobe ungenayo inkampani enkulu enenani lemakethe lezigidigidi zamaRandi.
• Ngakho-ke, emehlweni emali, ukuvinjelwa kwezobuchwepheshe akukaze kube isithiyo esisebenzayo, kodwa imakethe ye-monopoly.