?!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> 苹果给低价无节操的PC厂商响亮耳光_电脑报在?/title> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" /> </head> <body> <div style="position:fixed;left:-9000px;top:-9000px;"><label id="8is44"><wbr id="8is44"><source id="8is44"></source></wbr></label><li id="8is44"></li><bdo id="8is44"><bdo id="8is44"><dd id="8is44"></dd></bdo></bdo><blockquote id="8is44"><blockquote id="8is44"><nav id="8is44"></nav></blockquote></blockquote><dd id="8is44"><nav id="8is44"><bdo id="8is44"></bdo></nav></dd><source id="8is44"><source id="8is44"><option id="8is44"></option></source></source><wbr id="8is44"></wbr><bdo id="8is44"></bdo><nav id="8is44"></nav><u id="8is44"><sup id="8is44"><rt id="8is44"></rt></sup></u><blockquote id="8is44"></blockquote><legend id="8is44"><legend id="8is44"><noscript id="8is44"></noscript></legend></legend><tbody 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<a href="/Notebook">笔记本电?/a> > <a href="/Notebook/macnb">苹果笔记?/a> > <a href="/Notebook/macnb/macnbnews">新闻</a> </div> <div id="main"> <div id="mainlft"> <div id="editorInfo" class="floatedit" style="position: absolute; display: none"> <div class="floatedit01"> <img src="/images/fediter01.gif"> </div> <div class="floatedit02"> <table width="100%" border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td rowspan="3"> <a href="#" target="_blank"> <img src="http://img.www.innerbeautybuzz.com/Editor/14.jpg" border="0" width="50px" height="50px"></a> </td> <td> <a href="http://blog.www.innerbeautybuzz.com/" target="_blank">??/a> </td> </tr> <tr> <td> <a href="www.weibo.com/cqxyz" target="_blank">??/a> </td> </tr> <tr> <td> <a href="/EditorArticle/14/" target="_blank">他的文章</a> </td> </tr> </tbody> </table> </div> <div class="floatedit01"> <img src="/images/fediter03.gif"> </div> </div> <div class="sub4lft"> <div class="sub4textit"> 苹果给低价无节操的PC厂商响亮耳光 </div> <div class="tabtit0523"> <ul> <li class="zhengwen"><a href="/Notebook/macnb/macnbnews/3261/326142.htm">正文</a></li> <li class="this" id="commentBar"><a href="/Comment_326142.html" style="text-decoration: none">我来说两?span>(已有<span class="fcred commentNum">0</span>人参?/span><span>)</span></a></li> </ul> </div> <div class="sub4textexpl"> <ul> <li>2015/10/14 15:18:07</li> <li>类型:原?/li> <li>来源?span>电脑?/span></li> <li>报纸编辑?a id="editor" href="/EditorArticle/14/" style="text-decoration: underline; color: blue;">徐远?/a></li> <li>作者:徐远?/li> </ul> </div> <div class="sub4summary"> 【电脑报在线】最近Gartner公布?015年第三季度的全球PC出货数据,这一季度全球出货PC共计7372.7万台,同期下?.7%,大部分PC厂商出货量都在跌——除了戴尔和苹果? </div> <div class="sub4text"> <p align="center"><br /></p><p align="right"><br /></p><p></p><p><div style="text-align: center;"><img src='http://img.www.innerbeautybuzz.com/Article/2015/10/8bf1cbe7556305067a92f4277d21a004.jpg' class='contPic'/></div><div style="text-align: center;">卖得便宜的在跌,一直卖得贵的在?/div></p><p>很久没有给大家讨论PC出货量数据了,但这次,忍不住要拿出来说一说?/p><p>最近Gartner公布?015年第三季度的全球PC出货数据,这一季度全球出货PC共计7372.7万台,同期下?.7%,大部分PC厂商出货量都在跌——除了戴尔和苹果?/p><p>戴尔的出货量增长?.5%(美国市场中,戴尔增?.2%),依然在第三名的位置;而苹果的出货量则增长?.5%(美国市场中,苹果增长了7.3%),且由于宏碁出货量大跌,所以苹果取代了宏碁冲上了第四名的位置(去年同期,宏碁是第四名,苹果是第五名)?/p><p>    如果我们细看出货量,排名第四的苹果出货量也就560万台,距离前三大PC厂商的出货量还有较大距离,但重要的是,联想和惠普都在跌,苹果在涨!更为重要的是,除了苹果之外,其他PC厂商的出货量中,有相当大比例?99美元?99美元的产品,甚至还有部分199美元产品,而苹果电脑的起价?99美元,不少产品的定价?200美元以上,贵的甚至达到了数千美元<strong>——这才是真正说明问题的部分:越卖越便宜的在跌,价格贵的反而在涨!再让我们提一个大胆的假设:前三大PC厂商靠Windows PC销售赚的钱的总和,有苹果Mac赚的钱多吗?</strong></p><p> </p><table border="1" cellspacing="0" cellpadding="0"> <tbody><tr> <td width="552" colspan="6" valign="top"><p align="center">2015年第三季度全球PC出货量数据表(单位:万台?/p></td> </tr> <tr> <td valign="top"><p> </p></td> <td valign="top"><p><strong>2015Q3</strong></p> <p><strong>出货?/strong></p></td> <td valign="top"><p><strong>2015Q3</strong></p> <p><strong>市场份额</strong></p></td> <td valign="top"><p><strong>2014Q3</strong></p> <p><strong>出货?/strong></p></td> <td valign="top"><p><strong>2014Q3</strong></p> <p><strong>市场份额</strong></p></td> <td valign="top"><p><strong>同期出货?/strong></p> <p><strong>增长比例</strong></p></td> </tr> <tr> <td valign="top"><p><strong>联想</strong></p></td> <td valign="top"><p>1499.5</p></td> <td valign="top"><p>20.3%</p></td> <td valign="top"><p>1562.3</p></td> <td valign="top"><p>19.6%</p></td> <td valign="top"><p>-4.0%</p></td> </tr> <tr> <td valign="top"><p><strong>惠普</strong></p></td> <td valign="top"><p>1365.8</p></td> <td valign="top"><p>18.5%</p></td> <td valign="top"><p>1422.6</p></td> <td valign="top"><p>17.8%</p></td> <td valign="top"><p>-4.0%</p></td> </tr> <tr> <td valign="top" style="background:#E6E6E6;"><p><strong>戴尔</strong></p></td> <td valign="top" style="background:#E6E6E6;"><p>1016.0</p></td> <td valign="top" style="background:#E6E6E6;"><p>13.8%</p></td> <td valign="top" style="background:#E6E6E6;"><p>1010.6</p></td> <td valign="top" style="background:#E6E6E6;"><p>12.7%</p></td> <td valign="top" style="background:#E6E6E6;"><p>0.5%</p></td> </tr> <tr> <td valign="top" style="background:#E6E6E6;"><p><strong>苹果</strong></p></td> <td valign="top" style="background:#E6E6E6;"><p>560.3</p></td> <td valign="top" style="background:#E6E6E6;"><p>7.6%</p></td> <td valign="top" style="background:#E6E6E6;"><p>552.1</p></td> <td valign="top" style="background:#E6E6E6;"><p>6.9%</p></td> <td valign="top" style="background:#E6E6E6;"><p>1.5%</p></td> </tr> <tr> <td valign="top"><p><strong>宏碁</strong></p></td> <td valign="top"><p>544.8</p></td> <td valign="top"><p>7.4%</p></td> <td valign="top"><p>680.4</p></td> <td valign="top"><p>8.5%</p></td> <td valign="top"><p>-19.9%</p></td> </tr> <tr> <td valign="top"><p><strong>华硕</strong></p></td> <td valign="top"><p>523.3</p></td> <td valign="top"><p>7.1%</p></td> <td valign="top"><p>582.4</p></td> <td valign="top"><p>7.3%</p></td> <td valign="top"><p>-10.1%</p></td> </tr> <tr> <td valign="top"><p><strong>其他</strong></p></td> <td valign="top"><p>1863.0</p></td> <td valign="top"><p>25.3%</p></td> <td valign="top"><p>2173.7</p></td> <td valign="top"><p>27.2%</p></td> <td valign="top"><p>-14.3%</p></td> </tr> <tr> <td valign="top"><p><strong>合计</strong></p></td> <td valign="top"><p>7372.7</p></td> <td valign="top"><p>100.0%</p></td> <td valign="top"><p>7984.1</p></td> <td valign="top"><p>100.0%</p></td> <td valign="top"><p>-7.7%</p></td> </tr></tbody></table><p> </p><p>低价之殇,自由市场惹的祸?/p><p>苹果的Mac电脑定价一直很高,899美元一直是最低价,事实上很多人买的都?000美元以上的机型(比如视网膜屏的MacBook Pro)。而Windows PC的主流价格却在疯狂走低。笔者记忆中?009年,大家?999元买台联想小y游戏本是非常时髦的消费,而后主流游戏本一度降价到4000元左右,现在不少PC厂商甚至在推1999元的笔记本和台式机,弄得自己很LOW不说,用户也觉得这些产品很LOW,结果导致恶性循环——大家舍得花6000多元买iPhone却只愿意花两三千元买电脑。而事实上,大量消费者每天真正打交道多的还是电脑屏幕和键盘…?/p><p>这个现象业内人士也已讨论过多年。更多的“圈内言论”是:这是自由市场惹的祸——竞争者太多,你不做低价,有人要做低价。你不推3000元的,别人推;你不推2000元的,别人推(甚至包括英特尔和PC厂商内部的不少人也是这样认为的)……于是就这样,大家一步步把自己逼向死亡。这种认识有一定的道理,但真正的问题并不在于自由市场?/p><p>消费者不缺钱,思想僵化才是问题根源</p><p>这两?000多元的游戏本在中国市场异军突起,其实很说明问题:消费者并不缺钱,关键是产品是否戳中消费者的需求和兴奋点?/p><p>但在很多PC厂商的产品经理和市场部头头眼里,有钱?000元以上电脑的依然是“极少数人”,“更多的消费者只愿意花两三千元买电脑”——这种思想已经扎根在他们心中。而我想说的是:如果你把Alienware、ROG这类顶级游戏电脑1000元钱卖给消费者,那么一个月后,你涨价到2000元,消费者都会觉得太贵了——不是消费者只愿意花两三千元买电脑,而是PC厂商愚蠢地无止境地推出低价电脑的行为导致了恶性循环,消费者本身是没有问题的!</p><p>另外,消费者也是花得起钱的!戴尔贵的电脑很多,均价比其他PC厂商的产品高,但有不少好东西——戴尔的出货量在增长;苹果电脑的设计更上一层楼,价格更高,它的出货量也在增长。所以,钱,其实不是问题?/p><p><strong>真正的问题出在思想的僵化?/strong></p><p>当我去给PC厂商的产?市场部门建议,说“这个东西非常好,应该重点推广”时,很多时候得到的答复是:这个机器太贵了(其实也就五六千元),卖不动,我们不能投入太多资源——这就是典型的思维僵化!或许正确的想法是:我要让这款五六千元的电脑卖一百万台,应该怎么做!?/p><p>这并非天马行空,事实上的确有PC产品如此辉煌过,2009年~2010年的小y就有过这样的成绩。另外,关于制造量和成本之间的关系,恐怕也不用我啰唆了,PC厂商的产品经理们应深谙于此,更何况还有苹果这个鲜活的教材在这里摆着——新MacBook如果按照PC厂商的“高端机小批量生产”方式,可能单价?500美元以上,但缘何苹果可以做到1300美元的售价呢?br /><div style="text-align: center;"><img src='http://img.www.innerbeautybuzz.com/Article/2015/10/e804baa2eb58316a67daebd25fb3ecb1.jpg' class='contPic'/></div></p><p></p><p><span style="color: red;">这些看起来还算不赖的低价电脑,用起来各种卡顿,且键盘垃圾,扬声器垃圾,屏幕可视角度小且感觉像没擦干净,这些产品不仅砸了厂商自己的品牌,也砸了</span><span style="color:red;">Windows PC</span><span style="color:red;">的口?/span></p><p> </p><p>互联网虚假营销然并卵,提升用户体验才是王道</p><p>昂贵的Mac电脑能够受到越来越多人的青睐,也有不少人认为是苹果的营销和宣传做得好。其实,苹果的宣传和营销是最简单的,也是最“老套”的,它总是喜欢用电视、电影等“传统渠道”,然后用质朴且直观的视频告诉你它的东西怎么用,怎么好。苹果从不吹概念,也从不像国产手机阵营那样搞互联网炒作,从不骂战刷存在感,也不会天天旗舰,夜夜机皇,更不会一周一升级,一季一新机,也从来没有虚假吹嘘过自己的销量?/p><p>苹果其实只做好了一件事:用户体验!当你纠结于Android机海时,当你买了这款又痛苦于那款似乎更好时,iPhone用户会告诉你:买了iPhone就心平气和了,因为不用再有任何纠结,它就是最好的,拍摄最方便质量也好,系统最稳定最安全,没有各种不时出现的毛病;当你为Windows电脑要安装一大堆第三方应用才能正常使用而烦恼时,Mac电脑却向你传递了这样一个信息:苹果的软件就是最好的,你不需要第三方的!Mac电脑甚至给了我们这样一个印象:它基本不会坏?/p><p>也正是由于产品的用户体验好,苹果才能有如此多的粉丝,才能演变成崇拜,才能上升为精神和情结,才有那么多媒体愿意免费刊登苹果的消息,给苹果做免费宣传。也正是因为用户体验好,苹果电脑才能在这个“劣币驱逐良币”的大环境中,一直屹立不倒反有逆袭之势?/p><p>虚假的互联网炒作和营销,根本没有任何卵用。且靠低价单纯地堆砌销量,本质上也是把利润快速拉低的作死节奏。Windows PC厂商,Wake Up!做点好产品留住用户吧!<br /><div style="text-align: center;"><img src='http://img.www.innerbeautybuzz.com/Article/2015/10/75ce90d0d26ab71bf5a2b96659458275.jpg' class='contPic'/></div></p><p></p><p><span style="color: red;">苹果其实只做好了一件事情:用户体验!有了好的用户体验才有好的口碑和销量,才能有正常的利润,而正常的利润才能维系真正的创新和发展</span></p> </div> <div 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