苹果销售策略(英文)
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Apple's unique sales strategy
of:
SteveTobak Source: Business network of
excellence 2010-6-13
Recommended hot: 36
words to communicate the secret of the
team
management team determines the future of the
company building
Tags: Apple online store
sales strategy
From the Direct and channel
pricing strategy to retail and online stores,
Apple in
the consumer electronics company in a
unique way different from other sales
oftheir
products . If you know the
it is definitely
not an easy thing. But it achieved, and very
successful. This
raises two interesting
questions:
First, other companies are able to
channel strategy is only to apply to Apple?
Second, the structure is
permanent? Or Apple
will eventually lose control of pricing and
channels, loss of
their status?
Let's take
a closer look it. First, take a look at Apple's
sales and channel strategy
is unique:
Apple never discounts through direct sales
company does
sell some refurbished products
discount, the price of these products are
relatively cheap, but this is not a
the
name of the first.
Apple distributor price is
very gh the manipulation of prices
(the price
of sales to end users) is illegal, but Apple is
still trying to control retail
prices, it
remained at a stable level. They may profit by the
distributors control
meager in comparison,
does not offer volume discounts and other methods
for
different distributors in accordance with
the same price as the same product.
Apple's
retail and online stores are very play more the
role
of education and support, not sales. They
are very simple, even a little too far
simpler
to at least the most clear sign of providing
information. They give
people the
impression that a lot of people there to help you,
and no one there
waiting to sell you anything.
Apple products are very unique part, this
approach is feasible,
Apple retailers like
their products to sell as a distinct species,
rather than their
products and competing
products side by side together, both in the store
shelves or online stores alike. For example,
there is a Best Buy online forum
called
Now, the product positioning is different from
the competitors; maintain a high
degree of
channel control, to maintain a high priced
products in order to
maintain the status of
the strategy is not new. In fact, it has become
the Holy
Grail of sales.
Many companies
try to do a lot of products are also used such a
strategy, and
with varying degrees of success,
including Intel processors, Microsoft's software,
Tiffany jewelry, Swarovski crystal Dyson
vacuum cleaner, the founder of each
product
category are trying to adopt a similar strategy,
from the wine, watch
the ** and knives, and so
forth.
In each of the above example, the Holy
Grail to use this type of sales strategy,
must
have the same five factors:
1. Demand and
limited supply
2. Unique value proposition
with a sense of superiority or brand image
3.
Feel, or the implementation of a monopoly has been
formed
4. High enough profit to support a
strong channel support structure
5. Clear,
top-down sales channel strategy and the
implementation of
discipline
Even so, in
order to implement such a strategy a long time is
almost
system sooner or later collapse.
Sooner or later things will
change: perhaps
the competitive environment has changed, and
perhaps
intellectual property protection
expires, there is a new product or innovation ,
as society changed, even the government's
management of the Ordinance has
changed. Sometimes, even the company
itself will also want to break this rule,
in
order to accelerate profitable growth.
In
short, with certain conditions, these policies can
be successful. However,
these conditions will
occur over time to change.
So, if you have a
company, and has already had more than a product
of five
factors, then you should do everything
we can to build airtight sales
channels and
pricing strategies, and as long as possible to
maintain this system
work. To go ahead, sell
products like apples, of course, that you can. But
you
should always observe the market
situation, because these factors will change
over time, you need to change before they are
aware of this change, and plan
ahead.
For
Apple, too.