苹果电脑 macbook告白筹谋书 （中英）

　　一、市场调研

　　1、市场营销环境

　　据中投参谋财产研讨中间最新数据显现，条记本电脑市场颠末08年灾害性的第四时度后，09年2月份中国大陆的须要不测苏醒。环球第二大条记本电脑代工厂商——台湾的仁宝(Compal)上周展望，在中国大陆市场苏醒的率领下，本年环球条记本电脑市场将增加最多18%，此番展望令市场感应不测。

　　一、The market research

　　1、Marketing environment

　　According to the Investment Advisory Industry Research Center of the latest

　　data show that the notebook market in 2008 after a disastrous fourth quarter, the February 2009 accident recovery in demand in China. The world's second-largest notebook PC OEM manufacturers - Taiwan's Compal Electronics (Compal) predicted last week, the market recovery in China under the leadership of the global notebook PC market this year will grow by up to 18% forecast surprised the market overwhelmed.

　　中投参谋数据阐发显现，2011年上半年中国PC市场出货量与客岁同期比拟增加19%，估计2011年PC发卖支出将回升25.3%。

　　Investment Advisor in the data analysis shows that the first half of 2011,

　　China's PC market, with shipments up 19% compared to last year, PC sales in 2011 will rise by 25.3%.

　　2、企业：苹果电脑国际无限公司，或苹果电脑股分无限公司，简称苹果电脑，英文名Apple Computer, Inc.，总部位于美国加利福尼亚州的库比提诺，焦点营业是电脑科技产物，今朝环球电脑市场据有率为3.8%。苹果电脑的Apple II于1970年月滋长了小我电脑反动，厥后的Macintosh接力于1980年月延续成长。最着名的产物是其出品的Apple II、Macintosh电脑、iPod数码音乐播放器和iTunes音乐商铺，它在高科技企业中以立异而著名。

　　2、The enterprise：Apple Computer International Limited, or Apple Computer,

　　Inc., referred to as Apple Computer, the English name of Apple Computer, Inc., Headquartered in Cupertino, California, USA, the core business is computer technology products, the global PC market share 3.8 percent. Apple Computer's Apple II in the 1970s contributed to the personal computer revolution, then the Macintosh Relay sustainable development in the 1980s. Its most famous product is produced Apple II, Macintosh computers, iPod digital music player and iTunes music store, it is innovation in high-tech enterprise known.

　　3、产物：MAC(Macintosh,苹果电脑)区分于拆卸有微软Windows体系的电脑（PC）,须要申明的是这里的PC 并非是Personal Computer（小我计较机）的简称，而是来历于最后由IBM发卖的PC-DOS体系（Windows的前身），厥后一切拆卸Ｗindows体系的电脑被称为PC，而苹果电脑因拆卸自家的Mac OS体系，而称为MAC。Mac体系是苹果机公用体系，一般环境下在通俗pc上没法装置的操纵体系。

　　3、Consumer analysis：MAC (Macintosh, Apple Computer) equipped with Microsoft Windows systems is different from a computer (PC), need explanation is the PC is not here is Personal Computer (PC) abbreviation, derived from the original but by IBM sales PC-DOS system (Windows predecessor), then all Windows system Computer assembly called PC, and apple Computer because his MAC OS system assembly, and called MAC. Mac system is apple dedicated system, normally in ordinary PC can't install of the operating system.

　　4、花费者：不管是市场的承认度，仍是苹果公司的宣扬，都把苹果电脑定位与影视和拍照、设想和出书、音乐和视频、互联网出书等专业的操纵上。以是它的方针花费群体是这些范畴的专业人材。今朝，环球时髦花费者都一人看苹果在时髦和立异范畴内不可摆荡的位置。由于它是品牌抽象的庞大吸收力，以是它的定位应当是具备较高常识程度、寻求时髦，有一定经济根本的中青年人群。苹果电脑一向对峙走高价位的“下层”线路，固然价钱很高，但由于那时此类市场中超薄产物空缺，苹果很好的找到了其余厂商的空缺点，另辟门路，经由过程产物怪异的卖点去吸收花费群体。

　　4、The consumer: whether it is market acceptance, or Apple's propaganda, regard the Apple positioning and video and photography, design and publishing, music andvideo, Internet publishing and other professional applications. So it's target consumer group is professionals in these areas. Currently, the global fashion consumers look at Apple in one area of fashion and innovation unshakable position. Because it is the great attraction of the brand image, so it should be positioned with high level of knowledge, the pursuit of fashion, there is a certain economic base of the middle-aged crowd. Apple has always insisted on higher-priced "top" line, although the price is high, but because of the ultra-thin products such vacancies in the market, Apple found a good gap from other vendors, another way, the product's unique selling point to attract consumers groups.

　　5、合作敌手：很少有品牌能像苹果与微软如许，每次新产物上市，都是天下注视。苹果使人等候在于人们一直坚持着对它缔造不堪设想的酷布满猎奇；而微软，人们或许并不是非常留意它能够或许带来像苹果那样的酷玩意，但对全天下PC企业和大大都花费者而言，微软不可或缺。

　　5、Competitors: Few brands can be like Apple and Microsoft that, every time new products are the world's attention. Apple is looking forward to is that people have always maintained it's cool to create incredible curious; and Microsoft, it may not be very much hope it can bring cool like Apple stuff, but for most businesses and consumers worldwide PC , Microsoft indispensable

　　PC业很奇异。在市场上HP、遐想、戴尔等品牌会互为合作敌手，但却仿佛都不把苹果列为合作敌手，仿若身处两个绝不相干的行业。本来，站在HP、戴尔、遐想等后面的是微软，微软担任“攘外”。至于windows外面的争斗与热烈，对微软而言都不是好事。

　　PC industry is very strange. In the market, HP, Lenovo, Dell and other brands will rival each other, but they do not seem to Apple as a competitor, are like living in two uelated industries. The original, standing HP, Dell, Lenovo and other previous Microsoft, Microsoft is responsible for "resisting foreign aggression." As for the windows inside the battle and excitement, not a bad thing for Microsoft.

　　现实上，我一向不感觉苹果与微软之间会存在你死我亡的严酷合作，虽然二者乃至一度操纵告白相互进犯。但它们之间的争斗，或许比不上HP与遐想如许的传统PC品牌。由于苹果的酷与windows的适用并不抵触，有口皆碑各有所长。苹果与微软的合作实在只是花费者立场与习气的之争。具有光鲜特性的苹果与具有普遍公共根本的微软，应当是两条平行线，偶然的交加，并不会转变全局的趋向。若是从这个层面来看，它们之间的合作许是坚持协调的一种体例，太安适，轻易败北。

　　In fact, I did not think there will be between Apple and Microsoft I die you die the brutal competition, although the two attack each other even once use of advertising. But the struggle between them, perhaps not as traditional HP and Lenovo PC brand. Because Apple's cool does not conflict with the windows utility, tastes different. Competition from Apple and Microsoft is just consumer attitudes and habits of the dispute. Apple has a distinct personality and has a broad mass base of Microsoft, should be two parallel lines, the occasional intersection, and will not change the overall trend. If from this perspective, the competition between them is the promise to maintain a harmonious way, too comfortable, easy to corrupt

　　但是，苹果也有本身的死穴——兼容性。电脑的感化不过进修、任务、文娱。明显不管哪种功效都对资本有着庞大的须要。而当由于体系不能兼容，使得用户没法分享那些想要的资本时，是否是很暴虐。一大堆的炮弹，可炮不合适。

　　However, Apple also has its own Achilles heel - compatibility. The role of the computer is nothing more than to learn, work and entertainment. There is clearly a function of all of the resources which have a huge demand. And when because the system can not be compatible, so users can not share the resources that you want, is not very cruel. A lot of shells, guns can not fit

　　以是有人说，苹果是独乐乐，而windows是众乐乐。你想单独欢愉，那末一定少了一些休会分享的兴趣，你要众乐乐，被沾染伤风病毒的危险概率也就增大了。

　　Therefore, saying that Apple is alone Lele, and the windows are Together. You want to own happiness, then there must be a little something to experience the fun of sharing, you have to the public Lele, the risk of influenza virus infection also increases the risk.

　　产物上的差别化，使得苹果看起来更像捉住了windows操纵体系以外的好处市场。之以是说微软与苹果之间不那末激烈的合作，恰是由于二者错误称的'市场位置与产物战略。微软的公共化之路走得很胜利，对大大都人而言，电脑教导与提高，更像是windows的提高。或许人们并不所谓品牌虔诚度，但积重难返的利用习气，会让它们更情愿挑选windows。现实上，我以为苹果最好坚持它的“大都派”位置并恰当坚持对windows市场份额的扩大，一旦苹果与微软在市场份额上同等，我想离全部PC业的灾害迸发也就不远了。兼容题目不会获得垂手可得的处理，虽然苹果电脑已能够装上windows，但对那些苹果的粉丝而言，的确是暴殄天物，而在别的电脑上，苹果一直不能兼容。苹果在很长的时候内都不会许可雪豹体系能够装在windowsPC上，一旦如斯，苹果与微软真的会堕入严酷的合作，而对微软而言，持久市场教globrand.com育与堆集的公共根本，将具有相对的上风间接打压苹果，这明显不是苹果情愿看到的。只要当下这类大都派与大大都的错误称合作，能力够或许协调双赢。而这类协调合作，对全部财产的手艺成长，有着主动的推动感化。

　　Product differentiation, making Apple look more like seize the windows operating system other than the interests of the market. The reason why Microsoft and Apple is not so strong competition, it is asymmetric because the two market position and product strategy. Microsoft's popular way to go so well, for most people, computer education and outreach, more like the popularity of windows. Maybe people are not so-called brand loyalty, but deep-rooted habits, makes them more willing to choose windows. In fact, I think Apple is best to maintain its "minority" status and appropriate to maintain the expansion of market share on the windows, if Apple and Microsoft in market share, equal, I would like a disaster from the outbreak of the PC industry can not be far . Compatibility issues will not be easy to solve, even though Apple already installed windows, but for those Apple fans, is simply a throwaway, and in other computers, Apple is not always compatible. Apple in a very long period of time will not allow the Snow Leopard can be installed in windowsPC, once the case, Apple and Microsoft really into brutal competition, and for Microsoft, long-term market and the accumulation of education to teach the masses globrand.com basis, will have the advantage of direct absolute pressure Apple, Apple is clearly not willing.

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