[原创]苹果正从技术创新走向商业模式创新
<br/><p class="MsoNormal" style="TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-pagination: widow-orphan"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>苹果和运营商谈判的时候，他们通常会说：所有喜欢</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>的用户都是我的用户，而不是你的用户；尽管在使用你的网络，但他所有的东西都是在我的网上下载的。其实，无论是电脑、手持终端，苹果都有很强的客户掌控能力，所以</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt"><a href="http://quotes.money.163.com/usstock/hq/AAPL.html"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: none? text-underline: Roman?; new="New" New? Roman?;><span lang="EN-US">苹果</span></span></a></span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>在与运营商合作中会很强势。而这种对客户的掌控能力，其核心是基于产品的差异化定位、技术的创新和</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt"><a href="http://biz.163.com/"><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: none? text-underline: Roman?; new="New" New? Roman?;><span lang="EN-US">商业</span></span></a></span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>模式的创新，并且永远领先一步，从而形成对产业链的话语权和掌控力。</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></span></p>
<p class="MsoNormal" style="TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-pagination: widow-orphan"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>笔者认为，</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>成功模式的第一阶段就是依托技术创新，创造性地树立一个具有行业标杆地位的终端。以这样的方式掌控客户，从而获取整个价值链中的话语权和影响力。在预期</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>可以为电信运营商带来大量用户和关注的前提下，</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">AT&T</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>与苹果签署独家合作协议，对通过捆绑</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>而新增的用户收入与苹果共享。这种模式第一次开创了终端厂家与运营商收入分成，并且分成比例高达</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">30%</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>。该模式也颠覆了欧美盛行的</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">“</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>手机定制</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">”</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>模式，第一次上演终端厂商</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">“</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>定制</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">”</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>电信运营商。在与</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">AT&T</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>合作中，苹果占据了强势地位：机身无</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">AT&T</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>标识，软件设置完全由苹果决定，如</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>的手机音乐就设置成支持</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">Wi-Fi</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>下载的</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iTunes</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>模式，而非</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">AT&T</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>自己的音乐服务。</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-pagination: widow-orphan"><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>的第二个阶段就是当前的模式，以运营商价格补贴形式降低终端进入门槛，吸引更多用户，通过苹果的网上应用商店</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">APP Store</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>获取长期盈利。此阶段，核心是苹果领先竞争对手一步，创建的网上应用商店模式。苹果通过</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">APP Store</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>开放平台，让用户在上面付费下载各种音乐和应用，苹果再跟内容提供商和应用开发商分成（所得收入与合作方</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">3:7</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>分成），建立利益驱动的合作伙伴共赢机制，形成马太效应和正向反馈，既为用户提供越来越多更具吸引力的应用和服务，也为合作伙伴和自身带来收入的快速增长。此模式中，苹果在价值链上的影响力和话语权同样很强大，其掌握了价值链的两端，上游是自由软件的开发者、音乐厂商，下游就是用户。</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-pagination: widow-orphan"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>第三个阶段，苹果不久前正式发布移动互联网广告发布平台，即</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone OS4.0</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>和</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iAd</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>，与</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">App Store</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>进行衔接，苹果正式从应用的</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">Web2.0</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>发行迈向广告的</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">Web2.0</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>发行。这个模式将以移动互联网广告发布平台为一个赢利点，在各类终端上发布广告，这也将会使得苹果与</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">Google</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>在互联网广告发布领域发生正面的</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">PK</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>，目前双方在这方面的竞争已经很激烈。</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-pagination: widow-orphan"><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>通过前面的梳理，我们可以看到，苹果</span><span lang="EN-US" style="COLOR: black; LINE-HEIGHT: 150%; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt">iPhone</span><span style="COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times new=" 0pt? mso-font-kerning: ?Times mso-hansi-font-family: Roman?; new="New" New? Roman?;>模式之所以成功就在于：基于产品的差异化定位、技术上的不断创新和商业模式的不断创新，永远领先竞争对手一步，形成对客户掌控力，从而形成对产业链的话语权和掌控力，从而在合作中赢得主动，获得快速且长期可持续的发展。</span><span lang="EN-US" style="COLOR: black"><o:p><font face="楷体_GB2312"> </font></o:p></span></p>
<p class="MsoNormal" style="LINE-HEIGHT: 150%" align="right"><span lang="EN-US" style="COLOR: black"><o:p><font face="楷体_GB2312"> 铭远咨询 史志伟</font></o:p></span></p>
[此贴子已经被作者于2010-9-16 15:46:01编辑过]
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