關於蘋果公司成功的祕籍

　　蘋果公司和該領域其他公司另一個主要區別是:其他公司並不受制於單一的看法。在蘋果公司，不管是產品決定還是公司管理，只有史蒂夫 喬布斯的意見最終起決定性作用。這並不適用於每一個人。多數的大公司都有競爭資源和權衡對產品不同觀點的競爭議程和領域。而喬布斯的領導風格去掉了這一點。以下是小編為大家整理的，歡迎閱讀!

　　分析1:

　　Apple's lead, while not insurmountable, can be attributed to a few things, including a lineup of products that is broad yet connected, a meticulously controlled retail experience, and a very particular brand of leadership at the top. It's not just notoriously good customer service, said David VanAmburg, managing editor of the ACSI, though that helps.

　　雖然並不是不可逾越，但蘋果的領先歸功於一些因素，包括廣泛而相互聯絡的產品陣容，精心控制的零售經驗和特別的高層領導品牌。ACSI總編輯David VanAmburg指出，雖然眾所周知的良好客戶服務有其成功所幫助，但不只於此。

　　"I think it's a commitment to innovating and integrating products. Apple is still somewhat uniquely positioned with Macs, the iPad, iPhone, and the iPod," he said. "There's a plethora of IT products that have been integrated together easily, and Apple has been able to capture 'IT' writ large, rather than just personal computers."

　　“我認為蘋果致力於創新和整合產品的開發。蘋果與Macs，iPad，iPhone和iPod的定位仍然有點獨特。” 他說，“市場上容易組裝的IT產品供過於求。蘋果能夠佔據IT行業的大部分，而不僅僅是個人電腦。”

　　That is to say Apple, in comparison to its competitors making PCs, has an ecosystem of hardware connected by its own software, iOS, iTunes, and Mac OS X. Apple has total control over its products and has been able to branch out to other types of devices beyond desktops and laptops. PC makers are somewhat beholden to the product cycles of Microsoft and are seen as just that, PC makers--not consumer device makers.

　　也就是說，與製造PC的競爭對手相比，蘋果有由自己的軟體、iOS、iTunes和Mac OS X連線的硬體生態系統。蘋果能完全控制其產品，並能拓展到桌上型電腦和筆記本之外的其他型別的裝置。PC製造商都有點受制於微軟的產品迴圈，而且只被看做PC製造商，而不是消費裝置製造商。

　　So why aren't they copying Apple? HP actually is beginning to take steps in this direction. By buying Palm, it's looking to integrate mobile devices like phones and tablets into its larger ecosystem of laptops and printers. But other large PC makers like Dell and Acer are not there yet.

　　那麼他們為什麼不模仿蘋果呢?事實上，惠普正在朝這個方面採取措施。購買Palm，看起來就像把電話和平板之類的移動裝置組裝在膝上型電腦和印表機等更大的生態系統上。但其他PC生產商，如戴爾和巨集基還沒有這樣做。

　　"It's taken a long time for other manufacturers to see the benefits that Apple is getting from this," VanAmburg said. "We may be seeing it a bit with HP going out and grabbing Palm, getting into the handheld business and integrating ***WebOS*** within its systems."

　　“要其他生產商看到蘋果從中獲得的利潤還需要很長時間。” VanAmburg說，“我們也許看到惠普正在走出去，利用Palm進入掌上手機業務，並在其系統內部整合WebOS."

　　"There is some movement in the industry now beyond Apple to grow past this thinking of the PC per se, but I think the industry has been slower to do it," he added. "But there's a reluctance to go down that route."

　　"目前在這一行業內有一種趨向，這一趨向超越了個人電腦本身這一想法。但是我認為這一趨向在這行業內進展緩慢。“他補充道，”許多公司不願走這條路。“

　　Face time with people and products

　　與顧客和產品的會面時間

　　Apple Stores are the best example of what makes it different from its peers and are illustrative of the company's approach.

　　蘋果商店是蘋果公司與其同行所不同的最好例子，並能說明公司的做事方式。

　　The retail stores are one of the most important ways people interact with Apple. Not just for those who are already customers but potential customers--sometimes more than 50 million customers tromp through Apple's doors every three months, and half of them who make purchases are first-timers, according to Apple.

　　零售店是人們和蘋果公司進行交流的最重要的方式之一，不管是老客戶還是潛在客戶都是如此。蘋果公司稱，有時每三個月就有5000多萬顧客進入蘋果的零售店，購買產品的顧客中，有一半都是首次購買。

　　There are 300 Apple stores worldwide right now, mostly in the U.S., but growing in major world capitals, like London, Paris, and Shanghai. Everything about the store is intended to represent what it is like to own and use an Apple product: Apple controls the whole experience, from the limited range of products on the shelves, to the training of the young, intentionally geeky/hip employees, to the manner in which some stores are designed with architectural flourishes normally reserved for museums, to the tech support received at the Genius Bar, to the educational classes offered in stores for using Apple products.

　　現在全球有300家蘋果商店，大多位於美國。但在世界主要的經濟城市，如倫敦、巴黎、上海，蘋果商店的數量正在增加。商店的一切都想要代表擁有和使用蘋果產品的感覺：蘋果公司控制著整個體驗過程，從貨架上有限的產品到培訓年輕、故意令人討厭/時髦的員工，到一些商店的設計方式——擁有圖書館特有的建築方式，到在天才吧得到的技術支援，以及商店裡提供的使用蘋果產品的教育課程。

　　PC companies have dabbled in retail with varying results. Microsoft's current experiment in retail--which borrows from Apple's retail look and feel--is still small: four stores right now, with a few more planned. Dell's foray was brief, and Gateway did well for a number of years until calling it quits before eventually being sold to Acer.

　　PC公司都涉獵了零售，但結果各不相同。微軟目前的零售嘗試借鑑於蘋果公司的零售外觀和感覺，但規模仍然很小：目前有四家商店，一些商店正在籌備中。戴爾的嘗試很短暫，在蓋特韋地區做了許多年，效果很好。但在最終賣給巨集基之前，還是選擇了放棄。

　　Retail stores are expensive to maintain, but it can define a company's brand and dictate how customers interact with a company. Apple takes that task on itself, in addition to selling its products online and through some third-party retailers. PC makers either rely on the direct approach on the Web or trust a salesperson to properly present their product at Best Buy, Fry's, MicroCenter and others, or just leave it up to the consumer wandering the aisles at Wal-Mart or Costco.

　　零售店的維護花費巨大，但它可以明確一個公司的品牌，並決定消費者如何與公司進行交流。除了網上銷售產品並通過第三方零售商銷售產品，蘋果公司也自己銷售產品。PC製造商要麼依賴於網上直銷或信賴一位銷售人員，讓其把他們的產品適當的展現在Best Buy、Fry's、MicroCenter等網站上，要麼讓消費者在逛沃爾瑪或好市多時自己決定。

　　Putting the customer first

　　把顧客放在第一位

　　A lot of that "reluctance" to embrace Apple's well-regarded approach to customers that VanAmburg spoke of may come down to the roots of these companies. Some are much more technically oriented than customer oriented, which has a sizable effect on how they prioritize, said Ira Kalb, clinical marketing professor at the USC Marshall School of Business.

　　許多公司不願意採納VanAmburg提到的蘋果公司廣受關注的對待客戶的方式，這可能歸宿到這些公司的根基。南加州大學馬歇爾商學院臨床營銷學教授艾拉 卡爾布說，一些公司是技術指向型，而非顧客指向型，這對他們優先處理問題有相當大的影響。

　　Apple was able to save face with customers by giving away free cases to iPhone 4 owners after complaints arose regarding its antenna.

　　在iPhone 4 使用者抱怨手機天線之後，蘋果公司能夠通過免費贈送手機盒子來挽回面子。

　　分析2:

　　Hardware manufacturers liberally take cues from Apple products, so why not its approach to customers?

　　硬體製造商總是能從蘋果產品獲得啟發，那麼他們為什麼不借鑑蘋果服務客戶的方式呢?

　　For the seventh straight year, Apple has topped its competitors in the PC industry in the University of Michigan's American Customer Satisfaction Index ***ACSI***, achieving a score of 86 out of 100. Its Apple's highest ranking since the annual survey began in 1995.

　　今年，在密歇根大學美國顧客滿意度指數***ACSI***調查中，蘋果公司獲得86分***滿分100分***，連續七年超越了PC行業的所有競爭對手。這是自1995年該年度調查開始以來蘋果公司的最高排名。

　　But the real story is how much further ahead of its peers Apple is in this area: most of the rest of the field ***Acer, Dell, HP, and others*** is tied with a score of 77, while HP's Compaq brand is ranked 74. All of the PC makers improved their scores this year, but it didn't help them collectively avoid sinking further behind Apple. The Mac maker's nine-point lead is now the largest lead any company has over its competition in any of the 45 categories that the ACSI study surveys--including home appliances, gas stations, autos, e-commerce, airlines, and more.

　　但真正的情況是，蘋果公司在這一領域究竟比其同行領先多少：該領域其餘的大部分***巨集基、戴爾、惠普等***基本是77分，而惠普的康柏排在74名。今年所有PC製造商的分數都有所增加，但是這並沒有幫他們避免遠遠落後於蘋果的命運。ACSI共調查了45個行業，其中包括家電、加油站、汽車、電子商務、航空公司等。在與其中任何一類公司的競爭中，Mac製造商九分的領先是目前在所有公司中最大的優勢。

　　The Apple Store on Fifth Avenue in New York City is one of the company's flagship stores in terms of both customer traffic and architecture and design.

　　就客流量和結構設計而言，紐約市第五大道的蘋果商店是蘋果公司旗艦店之一。