Apple公司.doc

市场占有率 又称“市场份额”。是指企业商品销售量(额)在同类行业商品销售量(额)中所占的比例，一般用百分比表示。它包括绝对市场占有率和相对市场占有率。通常说的市场占有率一般系指绝对市场占有率。计算公式如下： 企业某种商品的市场占有率=（本企业某种商品销售量/该种商品市场销售总量）100% 市场占有率是分析企业竞争状况的重要指标，也是衡量企业营销状况的综合经济指标。市场占有率高，表明企业营销状况好，竞争能力强，在市场上占有有利地位；反之，则表明企业营销状态差，竞争能力弱，在市场上处于不利地位。所谓相对市场占有率是指企业各个产品的市场占有率与同行业中最大的竞争对手的市场占有率之比。 Company Background: Apple Computer Inc. was founded in 1976, is headquartered in California Qiupodinuo City, in the heart of Silicon Valley. Apple specializes in the development, manufacture, sales of personal computers, servers, peripherals, computer software, online services and personal digital accessories. 1995 was the year the worlds third largest PC supplier, was ranked the worlds hundred largest information technology company first top 11, the worlds 50 largest software companies 25th. 94, 95 years in the global multi-media market share topped the list.公司背景：苹果电脑公司成立于1976年，总部位于美国加里福尼亚丘珀蒂诺市，是在硅谷的中心地带。苹果公司专门从事开发、制造、销售个人电脑、服务器、外围设备、计算机软件、联机服务及个人数字式辅助设备。是1995年度全球第三大个人电脑供应商，位居当年世界百大信息技术公司排行榜第11位，世界软件厂商最大50家第25位。94、95年度在全球多媒体市场占有率高踞榜首。没有人怀疑苹果公司产品的品质，但是苹果公司在PC市场上的市场份额只有2.6%，但在微软和英特尔的超级联盟之下，苹果公司却也始终有其生存的空间，苹果的竞争优势究竟是什么？ 与过去的苹果公司一样，戴尔公司目前也是顶级的PC厂商。但戴尔公司是通过成本控制、控制客户体验和直销实现这一目的的。二家公司都盈利。一些用户青睐戴尔公司的PC，因为它很实用。戴尔公司比苹果公司聪明的一点在于，它利用了强有力的合作伙伴，在借助微软和英特尔的力量方面，还无出其右者。 摩托罗拉、BSD、IBM在PC领域不是微软、英特尔的对手，如果不是苹果公司有很强的优势，它现在可能已经不存在了。让我们来分析一下它的优势。 苹果公司产品的设计是一流的，任何赞美的词语都是苍白的。索尼和东芝与苹果公司接近，但总体而言，从美学角度看，苹果公司拥有最好的硬件设计。令人惊异的是，数年来，市场上没有出现设计比iPod更好的基于硬盘的MP3音乐播放机。尽管使用了许多相同的部件，东芝的设计也略逊一筹。 您注意到苹果公司不依赖于“第三版规则”了吗？在PC产业，许多大牌厂商都需要3次才能够找准方向，而苹果公司则通常是一击而中。 有时候苹果公司优异的设计体现在一些小事儿上。例如，如果研究一下新款PowerBook和iBook笔记本电脑上的轴就会发现显示屏与主机相连接的方式。屏幕打开后，能够将笔记本电脑的高度降到最低，适合在飞机上使用。这个轴不仅仅很结实，而且得到了很好的保护，因此它不容易损坏，其结果是苹果公司的产品象保时捷跑车一样：完美、端庄、优雅。在台式机方面，苹果公司将iMac计算机的电源开关设计在了显示器上，方便用户使用。苹果公司还将键盘变为了电缆管理中心，尽管我认为iMac应当使用无线键盘和鼠标。 尽管问世已经有数年之久了，我仍然喜欢白+黑或白+灰的色彩搭配，与当前市场上的其它一体化产品相比，iMac的设计要先进得多。即使是采用了塔式机箱的G5计算机，看起来也要时尚得多。它看起来是独一无二的，其价格确实也是如此。 苹果公司真正杰出的地方是营销。苹果公司似乎掌握了什么样的产品会使用户激动的秘诀，然后会按着自己的计划行事。苹果公司很少谈论产品的功能和技术，它谈论更多地是如何利用计算机提高生活质量。 我们再来看看苹果公司产品上标牌的位置。在笔记本电脑上，当显示屏打开时，标牌位于显示屏的右上端。许多厂商都不理解进入办公室看到产品标牌对产品营销的意义。在苹果公司的大多数笔记本电脑上，标牌甚至会发光。苹果公司理解，标牌不是为了让已经购买了产品的用户看的，而是让计划购买产品的人看的。在PC厂商中，苹果公司的电视广告也是最有特色的。苹果公司的掌门人乔布斯是一位传奇人物，他的一举一动都是是苹果公司的活广告。如果没有他，苹果公司早在数年前就倒闭了。 我一直在考虑，如果用其优异的产品设计能力来设计一款Wintel平台产品，苹果公司会向用户奉献什么样的产品呢？如果苹果公司与惠普公司合作，推出一款iTunes PC呢？如果一台PC拥有苹果公司的硬件设计，并使Windows XP具有苹果公司的界面呢？（Techworld 作者：Rob Enderle）Gone are the days when MP3 players were considered as the favorable devices to hear music and spend great time. With the technological advancements entering the mini devices named iPods, the demand of iPods have grown over the MP3 players. This is due to the fact that iPods offer a lot number of benefits and the iPod prices are set lower in comparison to the traditional players that prompt people to buy an Apple iPod without giving much of thought.There are a number of aspects worth considering as to why the apple iPods and the traditional players differ. Some of the noteworthy features attached to the Apple iPods include. First is the brand that distinguishes these iPods from others standing in the row. iPod is the official product of Apple Company that offers these mini music kits with a line of striking features. As Apple iPods use latest operating systems of windows or MAC, these are very much compatible to work with a number of devices that is impossible with each model of players, kept loaded with old versions of Windows 98 or 2000 operating systems.Apple iPods price in India is set low which makes it a good one-time investment that pledges to last for a longer time period. In comparison to this, an mp3 that has a low price doesnt get along guarantee on quality or performance. iPods by Apple are instilled with rechargeable batteries that can be charged via USB wire, whereas mp3 players usually sports a traditional sized battery that needs an adapter and does not have a built-in charger causing inconvenience in charging.Apple iPods come in an assortment of memory versions, like 32GB, 64GB versions, which are larger as compared to traditional mp3 players featuring 4GB and maximum to 8GB of memory card. Moreover, these iPods have shuffle feature that provides the option to listen the desired music file similar to that of a radio station. This feature allows comfortable and easy selection of songs in a jiffy.Apple iPods provides larger storage space as compared to the mp3 players having memory up to 160GB. These Apple iPods offer an internal hard drive to store data, whereas the mp3 players use a flash memory to save songs that are of smaller memory size. iPod price in India can be checked though various online sources for a hassle free purchase.Virendra Ahuja is an expert author and helps to buy brand home electronics, sun direct, Tata sky and Reliance Big Tv through online shopping.I sit on a lot of PC company advisory boards, and, while this may surprise you, I actually point out Apples (Nasdaq: AAPL) competitive advantages on a regular basis. The problem for me is Apples market share, which is at a tiny and stable 2.6 percent of the PC marketplace.Dont get me wrong, Dell is where Apple once was at the top of the PC stack. But Dell got there by specializing in cost control, controlling the customer experience and being the first to do direct-PC purchasing right. Both companies are profitable. And while some people do, in fact, lust after Dell PCs, generally Dell boxes are utilitarian. Dell has learned one thing that Apple hasnt, and that is to choose powerful partners to leverage. No other company leverages Microsoft (Nasdaq: MSFT) and Intel (Nasdaq: INTC) as well as Dell does.Motorola (NYSE: MOT), BSD and IBM (NYSE: IBM) are no match for Intel and Microsoft. If it werent for the powerful advantages Apple brings to the table, the company would be gone by now. Lets revisit some of those advantages.Apple Hardware Design Apples designs are, well, elegant. There is no better word for it. Sony and Toshiba can come close at times, but, on average, Apple has the best-designed hardware from an aesthetics point of view of any vendor. It is amazing that, after several years, no one has been able to design a better hard-drive-based MP3 player than Apple did with the iPod. Even Toshibas design, which used many of the same components, sucked.Have you noticed that Apple doesnt live by the version-three rule? In the PC industry, there is this rule that some of the branded vendors take three tries to get something right. Apple often gets it in one try. The first iteration might not be perfect, but it is often so close to the ideal that the difference is insignificant. Im clearly one of those folks who wish this rule didnt apply so well to companies other than Apple.Sometimes its the little things. For instance, if you look at the laptop hinges on the new PowerBooks and iBooks, youll see the way screens should be attached to laptops. The screen opens out and down, minimizing the height of the open laptop and making it much more practical for airplane use. The hinge itself is not only robust, but also protected, so it would be difficult to break. The end result is like a Porsche design in a good year: clean, understated and elegant.On the desktop side, Apple has done little things like the placement of the power button on the iMac into the screen, where it is both easy to access and provides an experience not unlike that with the start button on a Honda S2000. Apple also has turned desktop keyboards into hubs for easier cable management, although I still think the iMac should have a wireless keyboard and mouse.Even though it is several years old, and Id still prefer black or gray over white, the design of the iMac looks more advanced than any of the other all-in-one products out there, including the Sony W600 and Intel-codesigned Gateway (NYSE: GTW) 610 Media Center.Even the companys tower computer, the G5, takes what has become an increasingly boring form factor and makes it look trendy. It looks exclusive, which - given its cost - it is. But it is a stunning design. On the PC side, you typically have to go to Voodoo or Alienware for anything that even comes close to an Apple design, although you have to admit Sonys RS products are rather close.Apple Marketing Where Apple really stands out is in marketing. The company simply seems to understand what will get people excited about its products, and then it executes on that vision. You dont see the company mainly talking about features or technology, but about how the computer will make your life better. The iPod ads actually won an award from AdWeek and, if it hadnt been for an even more stunning campaign from Citibank, they might have won best ad overall for 2003 as opposed to just being in the top 10.Apple also has not been afraid of in-your-face campaigns. The company has run campaigns that have shown Intel-based laptops catching fire and getting flattened by steamrollers. Contrast this with IBM, which has backed away from connecting Dells Dude to the dropped laptop in its new campaign for fear of upsetting Dell, even though Dell abandoned the Dude some time ago.Simply look at where Apple puts its logo on its products. On the laptops, the logo is right side up when the screen is open. Many vendors dont understand the power of walking into an office and seeing a large number of logos advertising their products to everyone in the office and everyone else who comes into it. The logo even lights up on most Apple laptops. Apple understood that the logo is not for the person who bought the computer but for the person who is in the market for one. It is good advertising placement - not a throw-away design element.Of the PC companies, Apple definitely does best placement in TV shows - which really showcases that logo. If you didnt know better and expected TV shows to represent real life, you would assume that few people use Windows machines and that almost everyone has an Apple notebook or iMac. Dell has started to show up as well in TV shows, but Apple is king when it comes to placement in the PC space. Even when the other vendors get a spot, their logos are so hard to see, Ill bet they are generally missed.Apples Steve Jobs The guy just flat-out gets marketing. He can show up on stage at a Macworld event, give his talk, and it can be days before anyone realizes he had nothing new to sell. With Jobs backing, Apple outspends almost every other hardware vendor in the space on marketing personal technology. It seems to be more focused as well.This natural competency goes a long way toward overcoming the serious disadvantage of being the existing minority player when a new minority player, Linux