笔者敢断言,任何一个类似的电子产品销售商都无法像苹果公司那样满足消费者的四大需求。比如,即使Pebble旨在满足人们的四大需求,它所采用的技术相对复杂——初次发行时还能吸引消费者,但是无法长久符合市场需求。至于三星,创造了一个标榜能够满足四大需求的设备,但是三星公司却无法像苹果公司一样创立属于自己品牌独有的应用市场,这就给苹果公司足够的空间出售本公司的应用产品,作为一个手机支付系统而运营。同时,在潜在的消费者心目中,三星和其他品牌与苹果品牌正面交锋,只会惨败,因为它们都无法保证其产品的舒适性,这也是公司之前所提倡的理念。
That's another secret to Apple's dominance. Once it established itself as a company that could meet these needs, people tend to trust the brand more — maybe more than it deserves, but certainly more than other entrants — giving it an advantage that other brands need to fight just to get people to listen; that's why so many competing companies literally use Apple in their marketing, comparing their own products and features to the one's that seem to hog all the attention: Apple's. Apple seems to own the conversation. Other, highly-regarded smartwatches already exist, but now people are talking about Apple's proposed definition of a smartwatch.
另外,苹果能够独领风骚的原因还有一个。当公司建立了自己的品牌形象后,人们就会相信这个品牌——也许品牌效应在实际上并不那么重要,但是这就是与其他新兴同行相比的优势。品牌优势能够使消费者愿意关注它的动态,这就是为什么那么多竞争公司把苹果公司当做市场模范,不断比较和检测自己公司的产品能否吸引到"果粉"。似乎苹果公司在此期间有其发言权。另一方面,倍受关注的智能手表早已面世,不过人们如今正在谈论的就只有苹果的智能手表了。
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