V sao Apple lun gi b mt cc sn phm ?

Apple lun gi b mt v cc sn phm trong giai on pht trin ca mnh. V tt c nhng sn phm gn y ca Apple u c chung 1 cch thc cho sn: Xut hin trn tay ca Steve Jobs vo bui ra mt, khin c th gii trm tr v sau tho chy khi kho hng vi tc chng mt. Apple gi b mt lm g? Chin lc marketing ch l 1 phn ca cu tr li. iu k diu l, trong vi tr li y hu nh bt k sn phm no ca Apple ra i u khin gii m o pht cung v c doanh s cao thuc hng k lc. iPod ri iPhone, iPad, Macbook Tt c u l nhng sn phm lm ngi ta git mnh ngay trong bui ra mt u tin. Bi 1 l n gin: Trc bui ra mt y, cha tng c 1 ai c s tn tay, day tn mt cc iDevices cn ang trong cng on sn xut.

Chnh v phng thc gi b mt v gii thiu sn phm theo kiu p st nh th, gii cng ngh cng ngy cng cm thy st rut v mong ch nhng sn phm mi ca Apple ra mt. V vy, khng c g l kh hiu khi trc l ra mt cc sn phm ca Apple, ngi ta lun phi tri qua 1 giai on n on rt rt di. Hy th im li t khi iPhone 4 ra mt cho ti by gi l hn 1 nm, bn thy bao nhiu concept, mu thit kt b r r ca iPhone 5, hoc hnh nh v 1 linh kin hay v case c cho l thuc v chic smartphone ny? Hng trm, thm ch l hng ngn mu tin n v cc sn phm ca Apple c ngi ta tung ln Internet, v mi tin n sau li c ng ti li hng chc ngn trang web khc nhau. C l chng chic smartphone no trc thi im ra mt hng thng tri li c th s hu ti 113 triu kt qu tm kim lin quan n n trn Google.

S ho hc ca ngi s dng khin cc sn phm ca Apple c hng xi 1 b my tuyn truyn min ph v hiu qu cha tng thy. C l nu phi chi tin cho 1 cng ty qung co ch iPhone 5 khc su n th vo tm tr ca ngi s dng, Apple s ph i tn hng t USD. Nhng v kh nng bo mt thng tin siu hng ca mnh, Apple c th mn chnh ngi s dng v bo ch qung co cho mnh min ph. iu ny dn ngi ta ti kt lun rng, vic Apple gi b mt v sn phm sp ra mt ch l 1 chiu tip th, qung co sn phm. S thc th phong cch lm vic y b mt ca Apple li n cha nhiu t duy su xa hn th. 1. Khng dm chn sn phm i trc u tin c th khng nh, v mt kinh doanh, bt k hng sn xut no cng mun gi b mt v sn phm m mnh ang pht trin. Ly 1 v d th ny: Nu bn ang c nh mua smartphone, nh iPhone 4 chng hn, v bn bit rng iPhone 5 s ra mt vo thng sau, vi gi ng bng gi iPhone 4 v c thit k mi p hn, cu hnh cao hn, nhiu tnh nng hin i hn. Bn s lm g? C l n 99% trong s chng ta s nhn thm tht cht hu bao i ngy iPhone 5 ra mt. Ni nh vy hiu rng khi 1 sn phm sau vi nhng tnh nng mi, ni tri hn ngi tin nhim i trc, vic sn phm sau gy nh hng xu ti doanh s ca sn phm th h trc l iu khng th trnh khi. Tt nhin nu nh trong v d trn, iPhone 5 ra mt ng hn, s khng c chuyn g xy ra, tuy nhin vic sn xut thit b ph thuc nhiu yu t v chu rt nhiu ri ro. Ngay c Apple cng khng th ni 100% rng sn phm ca mnh s ra mt vo thi im no, s tr hn ca iPhone 5 l 1 v d in hnh cho iu ny. Mt v sng thn Nht Bn, sau l lc c vi bn cung cp linh kin Samsung khin iPhone 5 phi lin tc hon ngy ra mt, hoc trc l iPhone 4 mu trng cng tr hn vi ln. Khi 1 cng ty ha hn v sau tht ha, n s l hng cho cc cng ty khc chim mt nhn g khch hng tim nng. Trong lch s, nhng trng hp nh th ny khng phi l him. Nm 2001, khi dng Palm m500 sp ra mt, Palm cng lm 1 chin dch qung co rm r, ha hn nhiu tnh nng mi.

Ngi s dng mong i M500 v sau khng thm mua sn phm tin nhim Palm V. 1 thng ri 2 thng Palm c ln la tr hn trong vic ra mt series m500, hu qu l rt nhiu ngi c nh mua m500 cm thy tht vng, bc bi v chuyn hng sang cc PDA chy WinCe. l nhng khch hng m Palm khng bao gi cn ginh git li c na. Nh vy, Apple khng phi l cng ty duy nht mun gi kn sn phm ca mnh trc khi ra mt m l mong c chung ca tt c cc hng sn xut. C iu n thi im hin ti, dng nh ch c Apple thnh cng m thi. 2. St nh khng kp bng tai Nm 2007, khi iPhone ln u tin xut hin trc cng chng vi giao din cm ng a im thn thin vi thao tc bng ngn tay, mn hnh in dung, 1 HH trc quan , n gin th cc smartphone chy WinMo hay Symbian vn cn ang mi m vi mn hnh cm ng in tr v giao din bt buc dng bt. Sau khi iPhone tr thnh mt hin tng cng ngh, chng ta lp tc thy cc in thoi mi xut hin vi dng dp ca chic smartphone ny. Mn hnh cm ng chon ht mt trc ca my vi s nt bm c ti gin, cm ng in dung. dn d tr thnh mt xu hng chung ca smartphone ng i. Thm ch cc hng sn xut nh HTC, Samsung cn c nhi nht vo WinMo c k 1 giao din mang phong cch iPhone vi kh nng thao tc thun tin bng ngn tay, cm ng a im Nhng tt c u l qu mun. Nhng tnh nng ca iPhone khc su vo trong tim thc ca ngi s dng n ni tt c cc sn phm v sau dng nh u n cp tng t chic smartphone ca Apple. Ri t , thut ng iPhone killer ra i ch nhng sn phm bom tn vi hi vng c th son ngi iPhone. n thi im hin ti, cha 1 iPhone

killer no thnh cng. C th ni, tht bi ca cc sn phm i sau iPhone l do Apple ginh mt tin c. Th tng tng iu g s xy ra nu Apple cng b cc tnh nng ca iPhone ngay trong khu sn xut, trc khi sn phm ra i hng nm tri nh cc hng khc vn lm? Vi tnh cn thn, chi ch ca Steve Jobs, vic pht trin iPhone mt ti hn 2 nm tri. Cn vi HTC hay Samsung, trong 2 nm t 2009 n 2011, bn hy th m xem 2 hng ny cho ra i bao nhiu mu smartphone chy Android? Nu Apple r r thit k ca mnh, to iu kin cho cc hng khc hc theo, th khi iPhone ra mt, nhng sn phm ta ta n trn ngp th trng t lu. V th vic gi kn thit k sn phm ca Apple cn c ngha gip hng ny bo v nhng pht minh v sng ch ca mnh. V khi phng n bo v ny tht bi, Apple s cu vin n php lut. 3. Khng cho khch hng thi gian suy ngh Rt nhiu ngi mua iPad v v sau khng bit lm g vi n. c web c laptop, nghe nhc c MP3 Player, chp nh, xem phim c smartphone Steve Jobs ni rng iPad lm mi vic ca smartphone v laptop, ch c iu tt hn. S thc th khng phi vy. Nhiu ngi mua iPad khi cm thy chong ngp trc v hp dn v nhng tnh nng mi m ca n nh kh nng iu khin bng cm ng trn mn hnh ln, duyt nh, duyt web thoi mi hn v chi game kh th v. Nhng tt c ch dng li . Sau 1 vi thng s dng, ngi ta cm thy tablet l th c th tha m khng c th cng khng n ni thiu.

Vy th ti sao h li b c ng tin ra mua v 1 thit b m chnh h cng khng bit s dng n vo vic g? Cu tr li rt n gin: V h khng c s la chn. Tm l ca ngi tiu dng l nh th ny: Khi bn ni cho trc vi thng cho ngi tiu dng bit rng iPad s ra mt vo thi im c th nh th ny, vi tnh nng v thit k ra sao, ngi ta s c khong thi gian vi thng y cn nhc v suy ngh. H s ln mng tm cc bi review, nh gi, kin ca chuyn gia tm hiu v a ra quyt nh cui cng c mua iPad hay khng. V qua qu trnh t duy logic nh th, rt c th s nhiu ngi cm thy nht ch khi phi b ra qu nhiu tin s hu 1 chic tablet khng th thay th c laptop.

Nhng nu bt thnh lnh bn tung ra chic iPad m khng h c thng tin hay bnh lun g trc ngi tiu dng tham kho th i a s ngi tiu dng s la chn bng cm tnh: Thit k c p hay khng, thng hiu c sang hay khng. Nu h thch thit k v thng hiu ca Apple th chuyn g ti cng s phi ti. Ngun bi vit: V sao Apple lun gi b mt cc sn phm ?