Learning From Apple And Improving Customer Loyalty

< p > as a member of the once billions of a href= "http://www.91se91.com/news/index_c.asp" > Android < /a > users, I am tired of the complaints about the quality of the Apple phone by the media, but I have no knowledge of the intolerable defects of Android phones. And once someone says something bad about Android, there will always be many people who ignore the facts and disagree logically. I do not think these people are stupid enough to think that Android phones are perfect, but their voices do have a confusing effect. This is also one of the two reasons for me to concentrate on writing Apple series.

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P, why is Apple's loyalty so high? Many people attribute it to the halo effect of the brand. For example, a few years ago, Lenovo CEO Yang Yuanqing told me that this is a kind of enthusiastic consumption. The implication is that enthusiasm is always short-lived and enthusiasm is gone, and the consumption craze has receded.

In the last article, Apple Corp's gross margin is only about 40%, which is high in the consumer electronics industry, and it can only be regarded as a normal level in all industries, and Apple products have become an arcade. I don't know why there are so many people who think it has a high display value. I do not deny that the "a href=" http://www.91se91.com/ news/index_f.asp "news/index_f.asp /a" 5S has a low display value or flaunt value, but this display and display do not show that the user is a local tyrant, which means that the user may be a loyal fan of apple. After all, the price of 5S is not as high as that of ordinary people. Some people think that Apple products buyers are similar to buying luxury goods. Apple products are more expensive than ordinary products, but as I do,

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< p > rational value < /p >

< p > theoretically, the value of each product can be divided into rational value and perceptual value.

Some products have a higher proportion of perceptual value in total value, such as luxury goods; some products have a higher proportion of rational value, such as consumer goods.

Now the general concept is that the perceptual value of Apple products is higher than that of other competing products in the total value of products. As a popular commodity, this is very abrupt. Therefore, Apple's competitors and air users are waiting for Apple users to wake up one day and find this and then turn to the non apple camp.

And my next analysis may disappoint these people.

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< p > > a href= "http://fz.sjfzxm.com/" > Apple < /a > the ecology created is a clean, safe, stable, trustworthy and high-quality ecosystem compared with the competitors. In the apple ecosystem, you will not be coerced by any third party hardware and software manufacturers. All applications installed on mobile phones have been examined by Apple. If consumers feel there is a problem, just complain to apple, there will be no complaints.

As a user of a more than 20 year Microsoft operating system and a user of more than two years Android, I think the two ecosystems are worse than apple.

Android's bad user experience, I said at the beginning of the article.

For example, software conflict, which is often encountered in Android and Microsoft ecosystem, rarely appears in Apple ecosystem.

The probability of system crashes is based on my intuitive experience. Apple should be much lower than Microsoft and Android systems. In fact, I haven't met Apple's system crash yet. I've seen other people experience this situation, but Apple stores will soon be able to solve it.

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< p > however, with the hot selling of Apple products in recent years, more and more people are using Apple's system. I find Apple's system has the advantage of < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > Jobs < /a >: it is more easy to use, safer and more reliable.

The reason why I was turning from other ecosystems to Apple was that I realized the cost of product mentioned earlier.

IT products are largely a tool that helps us improve our productivity, and I find that Microsoft, Android and other systems reduce the productivity of a person to a certain extent compared with Apple's system, or say that non Apple fans are more receptive to it: that these systems and hardware are lower than apple in terms of productivity.

Although this productivity increase is hard to measure and is easy for people to get, but for me, I find myself paying two or three thousand yuan more when buying a mobile phone, thereby reducing or avoiding the problems I encountered when I first started using Android phones.

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< p > how to maximize the value of reason? < /p >

< p > if my analysis is established, the popularity of Apple products is not a pient and enthusiastic consumption, but it is likely to be a long-term trend. At present, the rational value of consumers to Apple products may still be insufficient as I do in previous years.

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P, Apple's free after-sales service on the Internet, telephone and on-site (Apple Store) is also part of its rational value, especially its Apple store service.

Some people may say that every brand has after-sales service, but I really did not see similar services provided by apple, because in my experience, it is aimed at really solving the problems encountered by consumers, while other IT products often serve kicking balls after sale, and do not solve the practical problems of users.

Apple can provide this kind of service with the company's design and product concept, it does not seek much, only refinement.

As we all know, Apple's product design follows the minimalism and looks very beautiful. It looks like a piece of art in the room. In fact, I think the whole Apple Corp is following the minimalism principle.

Those who haven't read Apple's annual report can guess how many pages apple's latest annual report is actually less than 100 pages. This is the annual report of the world's first enterprise. Let's take a look at Apple's revenue, mainly from six categories of products and services, namely, iPhone, < a href= "http: //www.91se91.com/news/index_x.asp" > iPad < /a > Mac computer, iPod, iTunes, software and services, accessories.

Among them, iPhone accounts for 53% of total revenue, iPad accounts for 19%, Mac computer accounts for 13%, and three accounts for 85% of total revenue.

The iPhone, which accounts for the highest income, only sells three products, namely 5S and 5C released in September, and 4S, which has been selling for nearly three years.

Less products, which is probably the reason why Apple's after-sales staff can quickly help users solve most problems.

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< p > I agree with apple about the concept of brand and market share. Cook once said, "I want to conquer part of madness and never worry about losing another part."

In our world, even if you work hard and make it perfect again, you can not get everyone's approval. Some enterprises seem to have not realized this.

Cook also said: "we will not sell products as the last relationship with consumers.

On the contrary, selling products is only the first step. "

Perhaps it is Apple's philosophy that has gradually won the high trust of users.

On Apple's balance sheet, there is an account called Deferred revenue, which is actually subscribed by the user in advance. The total amount of the account in the latest annual report exceeds 10 billion dollars.

I think this account reflects the attractiveness of Apple products to users, to a certain extent, reflects the user's trust in apple. After all, users sometimes have to pay one or two months to get the product.

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< p > those who think a href= "http://xm.sjfzxm.com/" > fruit powder < /a > is a fool can really reflect on whether or not your own stupidity is deceived by all kinds of theories that the so-called industrial division leads to low price and the open system will eventually defeat the closed system.

Wake up, the Chinese richest known for frugality. He only wears CITIZEN watches, but uses Apple computers and iPhone phones. Why doesn't he use the so-called "more cost-effective" non apple IT products? < /p >