公司的企业结构和文化 [6]
论文作者:www.51lunwen.org论文属性:案例分析 Case Study登出时间:2016-01-29编辑:chenyuting点击率:16592
论文字数:4015论文编号:org201601282026582796语种:英语 English地区:美国价格:免费论文
关键词:Apple企业战略产业分析
摘要:本文以苹果公司为例,分析了pc行业及如何管理企业,和企业文化的经营。苹果公司最在优势在于不断创新,但也一些问题。最后为苹果公司提出建议,建议它重新打造苹果TV。
ed the market was its sleek design, simple user interface and its large storage capacity. Each new iPod brings a new form, feature and function. Because of its design the iPod has dominated the lucrative emergent market which was targeted by the many big companies like Sony, Samsung, and LG. Many have said that the external shape and design layout of the iPod is unique and is the main feature for differentiation and brand identity. The look and feel of the iPod conveys powerful messages in the user experience. The iPod was also differentiated from the other multimedia devices because of its compatibility with iTunes. The main advantage of the iTunes desktop software was the ability to synchronize iPods and the computer. The iTunes music store was the first of its kind and was a great success. Though there was not much profit from the iTunes but the iPod sales increased drastically. The other advantage of the iTunes was that all the songs that were played via iTunes were protected against piracy by FairPlay. No other MP3 player had any security measures considered. The competition for iTunes increased from other online music stores, social networking sites and internet radio sites. Apple acquired the Lala.com site and later introduced the iPhone to beat the competition. (James Conley)
As a company that specializes in design, Apple has always sought to redefine the boundaries of its industry by innovating products that not only look different from what other competitors offer but that more importantly are intuitively easy to use and consumer friendly. With the launch of the first generation of the iPhone in 2007, Apple once again applied 'differentiation' as its main strategy as it made a bold entry into the smartphone industry which already had well-established players such as Nokia and Research In Motion(RIM) to name a few.
In order to differentiate itself, Apple's iPhone set the new industry standard by incorporating a 'touchscreen' as opposed to the physical buttons that were commonplace on all other smartphones at the time. In addition, Apple's iPhone further transcended traditional boundaries by being presented as a multimedia device with more functionality. In 2008 Apple revolutionized the smartphone industry with the launch of the Apple Applications Store (Apps Store); with the development of applications open to third party developers, the App Store has ballooned from about 500 applications in 2008 to over 300,000 applications as of October 2010 (Ankeny, 2010). It could be argued that the main drive behind Apple's consistent innovation has more to do with satisfying customers' needs than simply outpacing the competition. To get a feel for how well Apple is doing with its customer focused the figure below shows cell phone satisfaction ratings by customers.
Description:
As can be observed, Apple leads the pack once again; much of its success in the smartphone industry can be attributed to what one author terms 'active curation', which refers to Apple's increasing control over the applications and content on its devices (Foremski, 2010) . By maintaining a tight reign over both its hardware and software, Apple is able to ensure higher customer satisfaction through the delivery of top quality products, service and applications across its iOS platform.
In terms of profitability, the figure below shows just how successful Apple's current differentiation str
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