苹果公司创新.ppt

苹果公司创新.ppt

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AppleInnovationCorporateCultureCreativityContentBriefIntroductionHistoryHistory初入世事初入世事风华正茂风华正茂Step11977-1985Apple,sellwellbutgenerationdidnotStep31998Jobscamebackandgotasuccess.1986-1997JobsleftandCEOfrequentlychanged.Productsfailed.Step2CorporateCultureofAppleCorporateCultureofAppleApplescorporatecultureApplescorporatecultureTheGreatLeaderTheGreatLeaderSteveJobs19552011ApplescorporatecultureApplescorporateculturev1.Ifseekingknowledgeisthirsty,wiseoftenappearslow-witted.（求知（求知若渴，大智若愚）若渴，大智若愚）TheessenceofApplecompany-curiosity,intuition,relentlessness.（好奇心，直觉，义无反顾好奇心，直觉，义无反顾）。

Thecoreisavalueofencouraginginnovationandtakingarisk.（鼓励（鼓励创新、勇于冒险的价值观）创新、勇于冒险的价值观）v2.ThinkDifferent!

（思变）（思变）Payattentiontothedesignoftheproduct.Designconcept:

innovation,dynamicandvitality.设计理念：

创新，富有活力，生命力设计理念：

创新，富有活力，生命力Developpotentialcustomerswithinthemarket.培养市场内的潜在顾客培养市场内的潜在顾客Talentstrategy:

qualityismoreimportantthanquantity.人才策略人才策略:

质量比数量更加重要质量比数量更加重要APPLEInnovationAPPLEInnovationvQ：

Whatisinnovation?

Schumpeter（managementgurus）:

innovationistherecombinationofproductionfactors.includingfiveaspects:

（1）Theintroductionofanewproduct.

（2）Thenewwayofproduction.（3）Openupnewmarkets.（4）Theuseofnewrawmaterials.（5）Adopttheneworganizationform.ApplesinnovationApplesinnovation理念理念Concept工艺工艺processTitleinhere营销营销marketingTitleinhere技术技术technologyTitleinhere商业模式商业模式Businessmodel产品产品productConceptInnovationConceptInnovationApplesoldnotonlytheproduct,butaconcept,abrand,aservice,akindoffashion,andanidentity.DesignDesigninnovationinnovationMarketingMarketinginnovationinnovationAppleforin-storeservicepersonnelonlyansweruser“incurablediseases”,dontdopromotion,dontalsowanttoearncommissions（佣金）bysellingproductsWelldesignedproductstochangetheworld“Grasptheprincipleofsimpletocreatedemandactively.BusinessmodelinnovationBusinessmodelinnovationCustomervalueProfitmodelKeyprocessKeyresources1.Thecompanysystem2.Theenterpriseculture3.Researchmanagement1.Providerangeofthelatesttechnology.2.Advancedtechnology,suitablecostandsuperiormarketingskillscombinetogether.1.Highprofitssellinghardware2.Advertisingcosts.3Sellingmusicandapplicationsoftware.4.Aclosed-loop（闭环）profitmodel.StevejobsDesignandresearchpersonnelBusinessmodelProductInnovationProductInnovationiPodipod1ipodU2ipodNANO5iPodshuffle4IpodNANO6Ipodtouch4iphoneiphone1iphone2iphone3GSiphoneiphone4iphone4sIphone5（concept）iphoneipadipad1ipad2ProductinnovationProductinnovationcharacteristicscharacteristicsThepiratespirit:

uniqueArtisticproduct:

themostperfectfromthetechnologytoconsumerHardware,software,networkandservicesProcessInnovationProcessInnovationvSimplebeautifulappearancevAppliedcolorvthenewmaterialTechnologyInnovationTechnologyInnovationvAppleisnotkeenontechnologyinnovation,butfocusoninnovationinpractical（实用）application.（06-09,Microsofts$31billion,Apples$4.6billion）vAppleneverlikeMicrosoftcreatinganewtechnology,butitalwayspromoteanexistingtechnologyorproductwell.MarketingInnovationMarketingInnovationhungrymarketingExperiencemarketingPublic-praisemarketing营销营销创新创新HungrymarketingHungrymarketingvHungermarketingreferstothecommodityproviderintendstoreduceproductioninordertoachieveregulationofsupplyanddemandandtheappearanceofmanufacturinginshortsupply,maintainhighpricesandprofitmargins.AndeverytimeAppletolaunchnewproductsalwayshalfpropaganda,makethepersondesireandlookforwardtothearrivalofnewproducts.“饥饿营销”是指商品提供者有意降低产量，以期达到调控供求关系、制造供不应求的假象、维持商品较高的售价和利润率的目的。

还有苹果公司每次推出新产品时总会大势宣传，使人渴望和期待着新产品的问世。

vAppleintheiMacandiPodmusicplayerhavebeenpracticingthe“hungermarketing”toanewheight.iPhone手机身上，苹果把其在iMac电脑和iPod音乐播放器上修炼已久的“饥饿营销”推向了一个新的高度。

HungrymarketingHungrymarketinginaweektheiPhoneissold1millionunitsandafter6daysMadeannualsalesplan.Newproductpromotion新品新品宣传造势宣传造势Confidentialresearch研发保密研发保密Desirablecustomer用户渴望用户渴望Inshortsupply供不应求供不应求ApplehungrymarketingvPropagandanetworkusersthroughwordofmouth,likeavirusspreadanddiffusionofinformation,bymeansofrapidreplicationtothousands,tensofthousandsofaudience.OntheInternet,thiskindofword-of-mouthismoreconvenient.Becauseofthisspreadisbetweenusersspontaneously,soitisalmostneedcostmeansofnetworkmarketing.通过用户的通过用户的口碑宣传网络口碑宣传网络，信息像病毒一样传播和扩散，利用快速复制的方式，信息像病毒一样传播和扩散，利用快速复制的方式传向数以千计的传向数以千计的数以万计的受众。

在互联网上，这种数以万计的受众。

在互联网上，这种“口碑传播口碑传播”更为方便。

更为方便。

由于这种传播是用户之间自发进行的，因此几乎是不需要费用的网络营销手段。

由于这种传播是用户之间自发进行的，因此几乎是不需要费用的网络营销手段。

vAppleisverygooduseofitsloyal“fans”thestrongdemandforitsnewproductinformationasenablersofnewproductmarketingactivities,theiMacandtheiPodhasbeensavingenoughforapple“fans”basis,therebygivingimpetustotheatte