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    歡迎光臨本站?新萬博體育|皇家馬德里贊助商|官網

    拉絲機

    新萬博體育花4000萬美元研發智能手表對抗蘋果

    文字:[大][中][小]

      在當今時代,除了智能手機日益普及,智能硬件也遵循這一趨勢。最近谷歌打算在可穿戴設備市場發力。今日,谷歌宣布斥資4000萬美元,收購美國知名配飾品牌Fossil的知識產權。此外,Fossil的研發團隊中也會有部分成員加入谷歌。

      雖然谷歌方面并未透露更多信息,但結合目前的狀況來看,谷歌是有意對抗Apple Watch。近年來,谷歌一直在向其他企業提供用于智能手表的免費軟件Wear OS,然而事實卻是這些設備的銷量遠遠落后于蘋果手表。

      與蘋果手機的高調不同,Apple Watch頗有一些“悶聲發大財”的意味。最初誕生時萬眾期待,然后希望帶來失望,使Apple Watch逐漸失去了關注度。然而在2015年之后,Apple Watch的市場份額保持著逐漸壯大的態勢,如今已然成為了可穿戴設備市場中的“霸主”。

      據調查,2018年第三季度全球智能手表出貨量達到1000萬臺,同比增長67%。其中Apple Watch以全球智能手表45%的市場份額繼續保持第一。Apple Watch第三季度在全球智能手表市場的出貨量達到了450萬臺,比2017年同期的360萬部增長了25%,遠遠領先于其他對手。

      雖然Apple Watch在去年Q3的市場份額與一年前的60%相比有所下滑,但造成這個結果的原因更多來自于整個可穿戴設備市場熱度的下降。在智能手表的行業中,蘋果依然處于領先位置。而庫克也曾宣布Apple Watch是市場中銷量最大的手表,這個“銷量最大”不僅是指智能手表行業。

      由此看來,Apple Watch已經有了更進一步的發展。從胡潤研究院近期發布的《2019至尚優品—中國千萬富豪品牌傾向報告》來看,蘋果蟬聯了“最受青睞的男士送禮品牌”,緊隨其后的是路易威登和卡地亞。這意味著以蘋果為首的電子產品取代了從前人們印象中的奢侈品牌成為高端禮物首選。

      這其中當然也包括Apple Watch,那么Apple Watch憑什么能獲得這樣的地位呢?

      與其他的智能手表相比,蘋果對Apple Watch的定位不是單純的手機配件,而是一個獨立的配飾。這是Apple Watch與同類產品在概念上的顯著區別,目前市面上大部分智能手表的致命問題在于,它們只是作為某產品的附屬品而出現,這也是它們為何不如Apple Watch吸引用戶的重要原因。

      在功能方面,Apple Watch會更加貼近用戶的身體。比如Digital Crown表冠、TapTIc引擎和壓力感應屏幕等,更易與用戶交流。并且Apple Pay和NFC會讓它成為貼近生活的實用工具,而不僅是Android Wear那種通知工具。

      此外,Apple Watch的不同尺寸、材質以及腕帶可以給用戶提供更多的選擇,讓它看起來更顯時尚。而且Apple Watch的每一代都在不斷改進,不斷強化獨特定位,最終占領了用戶心智。

      其實Apple Watch的策略符合營銷學中的“定位理論”,其核心觀點是“視心智為戰場、打造品牌就是要在這場心智戰爭中取得主導地位”。也就是說,當一個品牌已經占領用戶心智,即使另一個品牌在技術層面超越它,也對后者搶占市場沒有太大幫助。

      可以看到,谷歌投入4000萬美元不是一筆小數目,從谷歌的一系列行動中也可以感受到想要搶占可穿戴設備市場的迫切心情。但是從現在的狀況來看,Apple Watch明顯已經搶占到“定位理論”所說的“心智戰場”。新萬博體育,谷歌想要進入分一杯羹,只從技術上戰勝蘋果可能并無太大用處,還要在定位、營銷等層面努力。但是以Apple Watch如今的市場狀況來看,谷歌的勝算恐怕不大。返回搜狐,查看更多

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