制胜空间竞争策略苹企业培训果公司的市场制胜密码（Space competitive strategy Apple Apple´s corporate training market winning password）

空间竞争策略苹企业培训果公司的市场制胜密码Spacecompetitive strategy Apple Apple' s corporate training marketwinning password

Why every Apple Corp to launch a new product, it will lead topanic buying crazy?Why the world "powder"will be a few daysin advance towait in line to buy the ipad2 their favorite long?Why in Sanlitun Chinese will occur due to panic buying ipad2conflict caused by the "murder"?Apple Corp is how to raise the"Crazy"? This was exactly what winning hidden password? It isoften said that the "hunger marketing"?Or people talked aboutthe "experiential marketing"?The core may all the speculationare not directed at the market win. In fact, the Apple Corp' smarket strategy has gone beyond the understanding of ourtraditional sense of the operation of the market, not limitedto the use of products and technology competition strategy, buta more three-dimensional "space" competitive strategy. What isthe "space" competition strategy? How to construct "space"competition strategy?Apple Corp in the "space" of the marketcompetition strategy in the end there is a what kind of password?Our domestic enterprises can follow Apple' s market also madea feast?

Customers -- from market share to market space

A common mistake existing in the market competition strategyis that some people simply put all the new products and newtechnology as the most important competitive advantage, in fact,new products may only be extended many competitive products,pure technical innovation is unable to open the market, but onlyin the face of customer value innovation, leap the existing

market competition element boundary, re screening combination,is likely to create a profit space. We think that theestablishment of apple market share advantage, products,technology is not simply because the lock based products, theformation of competitive advantage based on the lockingtechnology is non persistent, difficult to create profitablegrowth in the future, the Apple Corp customer value innovationlocking constructs based on the conditions for their own marketspace, and this is difficult to imitate market competitiveadvantage, over time, will continue to enhance the sustainablecompetitive advantage is established.

Figure 1: evolution of Apple logo

In recent years, in the field of mobile phone and notebook,Apple' s competitors are taken to avoid the customer rather thancustomer service strategy, they turn off their own customerservice department, and the outsourcing to low wage workersconsists of telephone service center, they even go online tocustomers looking for answers to common questions. With superbdesign ability, core strengths, Apple has to contend withcompetitors but Apple didn't design in the first place, but theconsumer demand in the first place, in front of all theseemingly complicated technology, apple can often simplify,allow consumers to easily use. If you have any questions aboutMac, iPod, iPad, support or need any practical technology, youwill be able to in the Apple Store store Genius Bar geniustechnology service friendly professional advice andprofessional.

Enterprises in the past development process is the most

valuable capital, whose capital is big, who can eat others, andthen is technology, now is customer value innovation. So howto help the customer value innovation? To solve the problem isto help customers creatively, from the supply of products toprovide solutions for customers, from product innovation todemand innovation, continue to strengthen brandcompetitiveness, sustainable development ability has beencreated. "Customer value innovation -- the best solution forcustomers to provide creative enterprise development oriented,the value innovation will enable enterprises to obtain hugeprofit growth, to meet the demand for growth enterprises.Strategy -- from product company to platform company

Apple is not only a user experience expert, but also a masterof strategic development, the evolution of its strategy, thereare about three stages:

The first stage is the strategy of high quality and low price.Jobs once even emboldened say: "our goal is not to make thecheapest products on the market, but to produce the bestproducts. ". If it means that the Macintosh products sometimeshave to be ten percent to fifteen more expensive than others,it makes them more expensive than others. "

The second stage is the "gold portfolio strategy hardware +software". First, attract Apple fans with high quality and lowprice. In 2001, when iPod was launched, the price was as highas 399 dollars, and then the larger capacity iPod was launched,pricedat $499. Then, the introduction of derivative peripheral

products, such as iPod Hi-Fi. More powerful means of suctiongold is the software, such as Apple' s iTunes and App store. Thegolden combination is gradually improved. Apple launched thenext to make powder by iPhone and iPad star product, repeatsa similar line of suction gold.

The third stage is platform company strategy. Jobs is thelargest platform company strategic contribution to apple, theapple is probably from a consumer electronics company upgradedto a platform company, with hardware to drive platform toplatform to expand new hardware requirements.

Figure 2: Apple' s strategic evolution in the three phaseThe strategy is to people and social understanding, is thehighest level of Shouzheng surprisingly, the law is not fixed.The core of strategy is the provision of customer value, thatis, how much you want to do in your chosen business, where moneyand people invest, what can be done, and what can not be done.What to do, how much to do, which belongs to the positioningcategory Potter said, things can do, what can not be done, whichbelongs to the competition in the scope of choice, on how moneyand people how to vote is the enterprise' s resource operationand management.

Brand -- from product sharing to Brand Co building

Apple is rarely able to customers into brand building systemin the company. From the very beginning, Jobs managed all kindsof organizations for computer fans, which was the foundationof his plan to share wealth. Apple Corp are happy to help them

share software or expertise, and thus produce a bunch of diehardapple fans. They sell Apple' s concept and influence it deeply,and it has become an important source of Apple' s new employees.Booth tries to build a brand with customers, advocates themajority of customers to participate in the dissemination ofApple products free of charge, giving consumers a higher"powerto speak", which also reflects the user' s voting rights. Forexample, sociologists have done research, Ipad2 has a distinctsocial significance, which makes consumers have more controlover high-tech large, "with a small way to change the world"-- the light of ambition and pride is not enough, there mustbe feasible tactics and means to realize it. Another exampleis the apple brand store experience, very luxurious, fantastic.Jobs said, "it' s not just a" simple "store, it' s a place whereApple customers exchange ideas, and they experience the fantasyof new products - that' s the way Jobs brands build together.Figure 3: Apple' s cool retail store

The brand is a promise, is the lifeline of enterprisedevelopment. The brand can effectively attract consumers,shopping become standard, simplify the selection, ensure thequality, but also bring the fun, in addition, in the long timeto maintain a large group of customers must have a brand, andthe brand can be used to guide the company' s employees andenterprise culture development, enterprise developmenthistory have also repeatedly interpretation the value of thebrand, to do jiyechangqing enterprises, the brand of the roadimpassable.

Industry -- from computer to mobile Internet pioneer companyAs a representative of knowledge economy, Apple Corp has thecharacteristics of high technology, high investment, high risk,high income and specialization. InMay 26, 201022136 Apple Corpto billion in market value, overtaking Microsoft, one of themost valuable technology company in the world, what makes suchexpensive apple?First, apple occupied the high-endmarket, ateall jealous of consumer value. Secondly

Market capitalization of Apple' s support is the marketinvestors to apple become themobile Internet era overlord goodexpectations. Third, ecosystem"Apple Corp value net"win-winmodel, set in a IT brand and popular fashion, the transitionfrom a dying computer company into a consumer electronics andentertainment services company, not only re among the greatcompany ranks, and constantly create a new era of apple tobecome a pioneer in the mobile Internet era.

The rise of knowledge economy indicates that human developmentwill bemore dependent on their own knowledge and intelligence,knowledge economy will replace the industrial economy hasbecome the mainstream of the times, but also will have aprofound impact on the function and form of investment mode,industrial structure, growth mode and education. Soft productknowledge intensive, namely the use of knowledge, informationand intelligence development of knowledge products containeda wealth of knowledge, will greatly exceed the traditionaltechnology to create material wealth, become the main form ofsocial wealth, knowledge formed the industrialization ofeconomy, the so-called technology to create a new economy.

Innovation -- from technological innovation to applicationinnovat ion

"Revolutionary" is one of Jobs' s love of the word, he ravedabout every invention of Apple' s creation is the one and onlyand creative. In 2006, Microsoft investment in research anddevelopment to $6 billion in 2007, increased to $7 billion 500million. The Apple Corp investment inR&D less than Microsoft,but the gains and a lot of. And apple market capitalizationbehind Microsoft + HP, also means changes in the rules of thegame: an era driven by technological innovation slowly ended,a "application innovation" era of the curtain has alreadyopened.

If one day Apple launched a no desktop computer, please don'tbe surprised. Is it just fantasy? Absolutely not, these willbe written into Apple' s patent application documents. Althoughnot see these products, but we should not the slightest doubtApple' s innovation ability. In fact, no company wants torethink and rebuild the apple as frequently on the field of thebasic link, only in the past few years, the Apple Corp greatlyreform the process for the production of the notebook, this isalso the design fieldof notebook production is the most rapidly,the biggest innovation in addition to Apple, no company can dothis.

Innovation is not a narrow innovation, not only the productchange, but the full range of innovation, as long as it is notadapt to the market competition should be timely withinnovative solutions, including innovation strategy

innovation and concept innovation, technology innovation andorganization innovation, market innovation and culturalinnovation, through three-dimensional integrated innovation,make the organization the internal structure and values toadapt to external market changes. In short, innovation is thedestruction of creativity, that is, speed and differentiationto achieve cohesion with customers.

Capital : from capital shortage to capital Totem

Start at the beginning, the Apple Corp to raise $60 thousand,known as the "alchemist" said the old mountain venturecapitalist Arthur Roque?About 9 cents per share price to buy640 thousand shares, totaling$57 thousand and 600; in additionthey also borrow from banks to $250 thousand. Apple Corpattracted a total of nearly l00 million dollars in venturecapital, plus Jobs and Wozinai around their original shares,basically solve the problem of shortage of funds early start.And today, Apple' s market capitalization of $222 billion,Microsoft' s market capitalization of $219 billion - Applesurpassed Microsoft to become the world' s largest market valuetechnology company. Apple, in the "handheld terminal" field ofrapid rise, in a short period of time to establish their own"empire", and a set of "empire" operation rules, as in the yearMicrosoft. Analysis of information from the Internet totransfer paper carrier with personal computer, theachievements of the "Microsoft Empire"; now is the informationby means of wireless Internet to handheld terminals willtransfer the achievements of the "Apple Empire", this trend islarge enough to the original industry may universe: for example,

the handheld terminal based on reengineering,

Is it possible to grow into a new Big Mac game company? Basedon handheld terminals, is it possible to grow into a newshopping giant? Even, based on handheld terminals, is itpossible to grow a new generation of international UnionPayorganizations?

In the high-tech industry, in addition to the riskof investmentmoney, you also have to stare at the wisdom behind the money,or want to be hurt by the teeth of capital, we must takeprecautions. Many companies often did not die in the winter butdied in the highest level of prosperity, sometimes for moneyis "I don't want money", the great enterprise is to have a greataim and the students, not just to make money this goal, Apple' scapital strategy is carried out based on this.

"Spatial competition strategy" three-dimensional focus onenterprise operation practice of customers, brand, industry,strategy, capital, innovation, pay attention to the consumerexperience details, the maximum to meet customer emotionaldemands, and strive to develop to meet the psychological needsof people in the business scope. It is on the basis of manyenterprises "spatial competition strategy", to create a newvalue space for the enterprise, reflects the corecompetitiveness of enterprises constitute a unique, infiniteblue ocean market today". At least for the moment, Apple Corphas set a successful example for "market space competitionstrategy".

Perf ormance (Performance)